Amazon MGM Studios' documentary "Melania," focusing on former First Lady Melania Trump, grossed approximately $7 million in its opening weekend, surpassing initial industry projections of $3 million to $5 million. This debut marks the highest opening for a non-music documentary in over a decade.
The film's strong performance was largely driven by audiences in conservative-leaning states like Florida and Texas. However, the box office returns represent only a fraction of Amazon's total investment. The company reportedly spent $40 million on acquisition rights and an additional $35 million on marketing, making profitability from its theatrical run unlikely.