A documentary centered on Melania Trump and the weeks before her husband’s return to the White House delivered a much stronger theatrical debut than expected, pulling in about $7 million across the U.S. and Canada in its first weekend, according to Comscore.
The film, distributed by Amazon MGM Studios (AMZN), had been projected to earn between $1 million and $2 million in opening ticket sales, based on estimates from Boxoffice Pro. Another forecaster, NRG, had penciled in closer to $5 million.
Released in 1,778 theaters in North America and in 27 international markets, the documentary follows Melania Trump during the 20 days leading up to Donald Trump’s second inauguration. Critical reception was poor, with low marks from professional reviewers, though audience response was overwhelmingly positive, according to Rotten Tomatoes.
Amazon’s (AMZN) acquisition of the project drew attention last year after the company paid roughly $40 million for distribution rights and committed tens of millions more to marketing, prompting industry observers to label it the most expensive documentary ever made. Promotion included a high-profile premiere in Washington and appearances tied to the film’s release.
Despite the strong debut, the movie faces challenges common to documentaries in the streaming era, when many viewers prefer to wait for at-home releases. Its arrival also coincided with a politically tense moment, marked by low approval ratings for the president and heightened public scrutiny following recent domestic unrest.
The film was directed by Brett Ratner, known for blockbuster action franchises, and marks his first major release since facing misconduct allegations in 2017, which he has denied.
At the box office, the documentary competed with new releases including the thriller Send Help, starring Rachel McAdams, Shelter with Jason Statham and the science-fiction film Iron Lung, featuring online creator Mark Fischbach.