'Most expensive documentary': ‘Melania’ opens with $7 million after Amazon spends $75 million on it

'Melania' holds a low critics’ score on Rotten Tomatoes, with several reviewers describing it as promotional and lacking depth. (Image credit: AFP)

A documentary centred on former US first lady Melania Trump has become the most expensive nonfiction film ever made, after Amazon MGM Studios spent about US$75 million acquiring and marketing the project, according to Fortune.

Titled Melania, the film was acquired by Amazon for an estimated US$40 million, with a further US$35 million spent on a wide-ranging promotional campaign that included premium television advertising, outdoor placements and high-profile screenings. The combined spend places the documentary well above previous industry benchmarks, where most nonfiction titles are produced and marketed on a fraction of that budget.

Despite widespread scepticism ahead of its release, Melaniadelivered a stronger-than-expected box office debut. The film opened to about US$7 million in domestic ticket sales in its first weekend, ranking as the strongest opening for a non-music documentary in more than a decade. Analysts quoted by Fortune said that figure far exceeded initial projections of US$3 million to US$5 million.

But, the financial performance remains modest relative to the investment. With cinemas typically retaining around half of ticket revenue, the theatrical run alone is unlikely to cover the acquisition and marketing costs. Amazon has signalled that the film’s value lies in its longer-term life on Prime Video, where it is expected to drive viewership, subscriptions and advertising revenue.

Critical reception has been sharply divided. The documentary holds a low critics’ score on Rotten Tomatoes, with several reviewers describing it as promotional and lacking depth. By contrast, audience response has been markedly more positive, with high CinemaScore ratings and a strong audience approval score online.

Fortune reported that the film’s opening weekend ticket sale was driven by mostly older and female audiences in conservative-leaning regions of the US. The difference between critical reviews and audience reception has further fuelled debate over Amazon’s costly gamble.