Former first lady’s Netflix film sees unprecedented surge amid political documentary wars
The release of a controversial documentary about Melania Trump has unexpectedly catapulted Michelle Obama’s 2020 film back into the spotlight, revealing how America’s appetite for first lady narratives remains as politically charged as ever.
Unprecedented Viewership Spike
When Melania arrived in theaters on Friday, Jan. 30, something remarkable happened to Becoming, Michelle Obama’s documentary that has been quietly streaming on Netflix since 2020. According to entertainment data provider Luminate, the Obama film experienced a staggering viewership increase of more than 13,000 percent in the United States through Feb. 1.
The numbers tell a compelling story: Americans streamed over 47.5 million minutes of Becoming during that weekend, compared to just 354,000 minutes the previous weekend. This dramatic surge suggests that the Trump documentary’s theatrical debut prompted viewers to seek out a contrasting perspective on life as first lady.
Box Office Performance
Despite the shadow cast by Obama’s streaming resurgence, Amazon MGM Studios’ Melania posted respectable box office numbers, opening domestically with $7 million in ticket sales. While this exceeded initial projections, it represents a fraction of the reported $75 million spent on licensing and marketing.
Prime Video has defended the substantial investment, clarifying that the budget covered both the theatrical release and an upcoming docuseries. The streaming giant plans to recoup costs through advertising revenue and Prime membership conversions when the film eventually lands on their platform.
Audience Demographics and Geographic Divide
The demographic breakdown of Melania‘s theatrical audience reveals striking patterns about political polarization in American entertainment. Data from Amazon MGM, reported by NPR, shows that 75 percent of viewers were white, 70 percent were women, and 72 percent were aged 55 or older.
Geographic preferences emerged along predictable lines, with the strongest markets concentrated in Dallas, Orlando, Tampa, Phoenix, Houston, Atlanta, and West Palm Beach—regions that largely align with conservative political strongholds.
Critical Reception Versus Public Opinion
Perhaps nothing illustrates America’s political divide more starkly than the critical response to Melania. The film currently holds a dismal 5 percent approval rating from critics on Rotten Tomatoes, based on 39 reviews. Meanwhile, audience scores paint an entirely different picture, with verified ticket purchasers awarding it 99 percent approval across more than 1,000 ratings.
This chasm between professional critics and paying customers extends far beyond typical disagreements about cinematic quality, reflecting the broader cultural and political divisions fracturing the nation.
Controversy Behind the Camera
The documentary carries additional baggage through its director, Brett Ratner, who returns to filmmaking after facing sexual misconduct allegations from multiple women, including actresses Olivia Munn and Natasha Henstridge. His involvement adds another layer of controversy to an already politically fraught project.
Presidential Endorsement and Content
President Donald Trump has enthusiastically promoted the documentary, describing it as essential viewing. The film chronicles Melania Trump during the days preceding her husband’s second inauguration, offering what supporters view as an intimate portrait and critics dismiss as political propaganda.
Obama’s Enduring Appeal
The simultaneous success of Becoming demonstrates Michelle Obama‘s sustained cultural influence. The 2020 documentary, which chronicles her book tour and reflections on her White House years, continues resonating with audiences seeking substance and inspiration from political figures.
This unexpected documentary duel highlights how Americans increasingly consume political content through partisan lenses, with entertainment choices serving as extensions of political identity. As streaming platforms and theatrical releases continue battling for attention, the first lady documentary wars reveal that even biographical films cannot escape America’s deepening political trenches.
Source: Entertainment Weekly
