This powerhouse demographic drove "Melania's" big opening weekend
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First lady Melania Trump attends the world premiere of Amazon MGM's "Melania" at the Trump Kennedy Center in Washington, D.C., on Jan. 29. Photo: Dimitrios Kambouris/Getty Images
Melania Trump's big-budget documentary "Melania" drew an unexpectedly enthusiastic audience in its opening weekend: older white women.
Why it matters: This powerhouse demographic — which can influence elections — has an uneven relationship with President Trump. But experts said the enthusiasm about "Melania" was less about the president and more about moviegoers' opinions of the first lady.
By the numbers: "Melania" earned $7.04 million from 1,778 North American theaters in its opening weekend — a rather successful showing for a documentary not about Taylor Swift or the "Jackass" crew.
- This was the highest opening for a "nonmusic documentary" in more than 10 years, per CNBC.
- The "Melania" audience was mostly older (72% were 55 and up), female (72%) and white (75%).
Yes, but: Amazon had to pony up $40 million to acquire the film and spent another $35 million promoting it, according to NPR.
What they're saying: "They see Melania as an accomplished role model — someone they look up to," David A. Gross, who runs the movie consulting firm Franchise Entertainment Research, tells Axios.
- "All of this matches with the Trump fan base," he said, adding: "The areas where the movie is performing best are the areas where the president is still popular."
Indeed, the top-grossing theaters were in red-leaning states, like Texas, Florida, Georgia and Nevada, per The Hollywood Reporter.
- "Only 2% of the audience identified themselves as Democrats," Gross said. "That paints a pretty clear picture."
Case in point: Online sleuths in the typically blue Boston area pointed out that opening night screenings sold few tickets and that theaters were largely empty.
Between the lines: Deadline compared the film's turnout "to that of a faith-based movie."
- Indeed, Angel Studios' 2023 documentary "After Death," which explores spirituality, mortality and the afterlife, grossed $5 million at the box office in its opening weekend.
- Robert Jeffress, senior pastor of the First Baptist Dallas church, whose prayer is featured in "Melania," posted a photo on social media of "church ladies" attending the movie.
Reality check: Those who've seen "Melania" appeared to have enjoyed it.
- The documentary has a 99% score from audiences on Rotten Tomatoes despite generally negative reviews from critics.
- And the film's CinemaScore — which awards grades based on interviews with moviegoers when they leave the theater — measured an "A."
The big picture: Bruce Nash, who launched the box office analysis website The Numbers, wrote in a news post that the interest in "Melania" signaled something deeper about moviegoers.
- "'Melania' has something in common with movies from Taylor Swift and the Jackass guys, in that it is bringing in an audience that feels a connection with its subject," he wrote.
- "The audience feels a sense of connection by going to a theater, and (depending on where they are in the country, in the case of 'Melania'), feeling a connection with their fellow moviegoers."
More from Axios:
"Melania" premieres at the Kennedy Center amid backlash
