The Counteraction of the ‘Melania’ Phenomenon: Spike in Viewership for Michelle Obama’s Documentary ‘Becoming’
Every time a political documentary featuring a first lady garners attention, it seems there’s always an opposing force ready to make waves.
When the much-discussed documentary 'Melania,' directed by Brett Ratner and produced by Amazon MGM, debuted in theaters over the weekend of January 30 to February 1, it amassed only $7.1 million in its opening weekend. This figure pales in comparison to its hefty production budget of $40 million, compounded by an additional $35 million spent on marketing. Notably, over 70 percent of its audience was female, and an impressive 72 percent of ticket buyers were individuals aged seventy or older. Conservative grassroots organizations had high hopes that this film would draw supporters of the President into cinemas.
However, while some segments of the conservative audience engaged with 'Melania,' another demographic appeared to have different viewing preferences. Instead of flocking to see Ratner's work, many turned their attention to Michelle Obama's documentary titled 'Becoming.' According to data from Luminate, viewership for 'Becoming' surged by over 13,000 percent during the same weekend, reaching an astounding 47.5 million minutes watched, a significant leap from just 354,000 minutes the previous weekend.
While it's not entirely fair to compare box office earnings with streaming statistics directly, these contrasting viewership figures illustrate the current political divide in the nation. Despite its global theatrical release, 'Melania' failed to secure a spot on Comscore’s top ten worldwide box office chart for that weekend. However, there are plans for the documentary to debut on Prime Video as a docuseries, complete with additional footage; a specific release date is yet to be announced.
The film was introduced with a glamorous red carpet event on January 29 at the controversial Kennedy Center in Washington, D.C., attended by officials and supporters from the Trump administration. Critics were quick to respond unfavorably, with 'Melania' earning a dismal 5 percent rating on Rotten Tomatoes. In contrast, audiences who viewed the film and were surveyed by CinemaScore gave it an impressive ‘A’ grade. This discrepancy in ratings hints that the film primarily attracted loyal fans of Donald Trump.
On the other hand, 'Becoming,' produced by the Obamas' Higher Ground Productions for Netflix, draws inspiration from Michelle Obama’s 2018 memoir of the same name, which has sold over 10 million copies. Directed by Nadia Hallgren, this documentary premiered during the lockdown phase of the COVID-19 pandemic in May 2020 and captures Obama’s reflections and experiences throughout her book tour.
What do you think about the stark contrast between these two documentaries? Does it reflect broader societal divisions in America today? Join the conversation and share your thoughts!
