Despite months of negative press, poor reviews, and loud skepticism from critics, “Melania: Twenty Days to History” exceeded box office expectations during its opening weekend, delivering a strong debut that surprised industry observers.
The Amazon MGM Studios documentary brought in $7.04 million after opening in more than 1,500 theaters across North America, surpassing early projections of $5 million. By documentary standards, the film’s performance was notable, making it the strongest opening for a non-music documentary in over a decade, according to box office analysts.
The film landed the No. 3 spot overall for the weekend, trailing YouTuber Markiplier’s independently financed “Iron Lung” and Sam Raimi’s “Send Help.”
While Amazon MGM Studios’ Head of Domestic Theatrical Distribution Kevin Wilson praised the film’s early showing as a “strong start,” analysts noted it is still early to assess the studio’s full return on investment. Amazon paid $40 million to acquire the documentary, which was directed by Bret Ratner, and reportedly spent another $35 million on marketing—an unusually large sum for a political documentary. Promotion included projecting the trailer on the Las Vegas Sphere and producing a custom commemorative popcorn bucket.
The film’s success came despite sustained criticism from media outlets and online reviewers. Some Letterboxd users reportedly trashed the film before seeing it, while critics highlighted images of theaters with unsold seats. The Hollywood Reporter described the documentary as an “expensive propaganda doc” offering an “up-close and not-so-personal portrait” of the first lady.
Audience response told a different story. Moviegoers awarded the film an A CinemaScore and a 99% Audience Score on Rotten Tomatoes, undercutting the narrative pushed by professional critics.
According to box office analysts who shared data with NBC News, the strongest markets included Dallas, Orlando, Tampa, Phoenix, Houston, Atlanta, and West Palm Beach—areas where President Donald Trump performed well in the 2024 election. Roughly 70% of the audience was female, and an estimated 600,000 moviegoers attended screenings over the weekend.
Amazon defended its decision to acquire the film last year, stating it did so “for one reason and one reason only—because we think customers are going to love it.” Kevin Wilson later added, “This momentum is an important first step in what we see as a long-tail lifecycle for both the film and the forthcoming docu-series.”
At the Washington, D.C. premiere, Melania Trump addressed the film’s broad appeal, saying, “Everybody will connect on a certain level. Teenagers can go to see, young women can go to see and be inspired that they could have a family and business, as well.”
As with many Trump-related projects, early hostility from critics did not translate into audience rejection. Instead, “Melania: Twenty Days to History” demonstrated once again that cultural gatekeepers often misread—or dismiss—the interests of everyday Americans.
