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Melania Film Defies Low Expectations Nationwide
Clear Facts
- “Melania” was projected to make $8 million or more during its opening weekend, surpassing low industry expectations.
- The film performed especially well in the South and South-central regions, with about seventy-five percent of the audience being women aged 55 and older.
- “Melania” received only 11% from critics on Rotten Tomatoes but earned a 99% audience score and an “A” from Cinemascore.
Industry insiders expected weak results for “Melania,” a film about the first lady, but it exceeded box office forecasts with strong earnings largely driven by southern audiences.
The majority of viewers were older women, with seventy-five percent over age fifty-five.
Amazon MGM paid $40 million for the film’s licensing rights and spent approximately $35 million on marketing.
At the Washington, D.C. premiere, Melania addressed the press, emphasizing personal pride rather than ticket sales.
“I’m very proud of the film, so people may like it, may [not] like it, and that’s their choice,” the first lady told CNN outside the premiere.
“We achieved what we want to achieve,” Melania later added. “For myself, it’s already successful. I’m very proud of what we did.”
Critics from legacy outlets gave the film very low ratings, but audience response was overwhelmingly positive according to Rotten Tomatoes and Cinemascore.
Viewers praised the movie for its portrayal of Melania’s role and contributions during a pivotal time.
“An inside look at inaugural preparations, done in style,” one verified reviewer wrote. “Also getting to know our First Lady in a more personal way. The lady who is smart, elegant, stylish, beautiful & someone who loves this country & appreciates all that it offers.”
“Wow. Thought I may like it for the fashion take on it. But it was so much more. Absolutely loved it. Regardless if you like her or not- this documentary was really, really good,” another moviegoer agreed.
The film was directed by Brett Ratner, known for work on the “Rush Hour” franchise.
Melania highlighted the documentary’s inspiration during her acceptance of Fox Nation’s “Patriot of the Year” award, describing the film as a first-of-its-kind account of her life just before the inauguration.
“A first of its kind, capturing the 20 days of my life before the inauguration, 20 intense days of transformation from private citizen to first lady, balancing my business, my philanthropy, fostering the future, building my East Wing team and the White House staff, and, of course, caring for my family,” she said at the time.
“Melania” began screening in theaters across the country on Friday.
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