Photo Credit:Associated Press
The release of Melania Trump’s new self-titled documentary appears to have prompted many viewers to revisit a film by a former first lady instead. Michelle Obama’s 2020 Netflix documentary _Becoming_ experienced a dramatic spike in viewership during the opening weekend of _Melania_, according to new data from entertainment analytics company Luminate.
Viewership for _Becoming_ increased by more than 13,000 percent over that weekend. The documentary accumulated 47.5 million minutes watched on Netflix between Jan. 30 and Feb. 1, the same period when Melania Trump’s film debuted in theaters. Just one week earlier, the documentary had logged only 354,000 minutes of viewing.
Released in 2020, _Becoming_ takes its name from Obama’s best-selling 2018 memoir and offers an intimate look at her life after leaving the White House. Netflix previously described the film as an up-close portrait that follows Obama during her 34-city book tour, offering behind-the-scenes moments and reflections on public life.
Melania Trump’s documentary premiered globally on Friday, Jan. 30. Directed by Brett Ratner, the film was acquired by Amazon MGM Studios
for $40 million, with reports from _The Wall Street Journal_ indicating that a significant portion of the deal may have gone directly to the former first lady. The project also reportedly required an additional $35 million marketing campaign, which included a high-profile promotional display on the Las Vegas Sphere.
The documentary earned $7.04 million during its opening weekend, surpassing industry expectations. According to _Deadline_, the debut marked the highest opening for a nonfiction film in the past decade. The previous record was held by the 2023 documentary _After Death_, which opened with $5 million. Audience data showed that opening weekend ticket buyers were largely female and predominantly over the age of 70.
The film focuses on the 20 days leading up to Donald Trump’s second inauguration, presenting events from Melania Trump’s perspective as she prepared to return to the White House.
Ahead of the public release, Trump hosted a private screening at the White House on Jan. 24, describing the event as historic. In a post on
X, she expressed gratitude to those in attendance and reflected on the lasting power of personal stories.
The official premiere followed at the Kennedy Center on Jan. 29. While the film did not appear in Comscore’s top 10 global box office rankings for the weekend, it is expected to debut on Amazon Prime Video at a later date with additional footage. A streaming release date has not yet been announced.
Released in 2020, _Becoming_ takes its name from Obama’s best-selling 2018 memoir and offers an intimate look at her life after leaving the White House. Netflix previously described the film as an up-close portrait that follows Obama during her 34-city book tour, offering behind-the-scenes moments and reflections on public life.
Melania Trump’s documentary premiered globally on Friday, Jan. 30. Directed by Brett Ratner, the film was acquired by Amazon MGM Studios
for $40 million, with reports from _The Wall Street Journal_ indicating that a significant portion of the deal may have gone directly to the former first lady. The project also reportedly required an additional $35 million marketing campaign, which included a high-profile promotional display on the Las Vegas Sphere.
The documentary earned $7.04 million during its opening weekend, surpassing industry expectations. According to _Deadline_, the debut marked the highest opening for a nonfiction film in the past decade. The previous record was held by the 2023 documentary _After Death_, which opened with $5 million. Audience data showed that opening weekend ticket buyers were largely female and predominantly over the age of 70.
The film focuses on the 20 days leading up to Donald Trump’s second inauguration, presenting events from Melania Trump’s perspective as she prepared to return to the White House.
Ahead of the public release, Trump hosted a private screening at the White House on Jan. 24, describing the event as historic. In a post on
X, she expressed gratitude to those in attendance and reflected on the lasting power of personal stories.
The official premiere followed at the Kennedy Center on Jan. 29. While the film did not appear in Comscore’s top 10 global box office rankings for the weekend, it is expected to debut on Amazon Prime Video at a later date with additional footage. A streaming release date has not yet been announced.
