When “Melania,” the long-anticipated documentary about First Lady Melania Trump, hit theaters on January 30, 2026, almost no one outside its core supporters predicted it would make waves. Industry trackers were bracing for a modest $3 million to $5 million opening weekend at best, which was expected for a political documentary, especially one that would likely only appeal to a very specific audience.

Instead, the film quickly reached an estimated $7.0 million in U.S. ticket sales, landing at No. 3 at the domestic box office and marking the strongest opening for a nonfiction documentary in over a decade.

Few anticipated that level of interest, and box office analysts were left stunned at the response, especially given how tight the push seemed — and given director Brett Ratner’s complicated comeback. Ratner, who had been largely sidelined after #MeToo allegations, openly told audiences at a premiere that “you can’t expect a documentary to play in theaters,” setting modest expectations. But modest expectations only make a surprise hit more noticeable — and in this case, audiences were drawn in despite controversy surrounding its director.

Part of what fueled this early success was the story the film tells. “Melania” offers a polished, behind-the-scenes look at the former/current first lady’s life during the critical 20 days leading up to Donald Trump’s second inauguration. Primarily set at the Trump Tower in New York, it is controlled view of first lady life in detail, focusing on fashion decisions, juggling a prominent and public role while making time for personal commitments and family time, and maintaining a strong presence in the face of constant attacks — all delivered in her own voice and under her editorial confines, something uncommon for political documentaries.

This insider access was a selling point for many viewers, and the box office numbers showed plenty of appeal, and that many actually wanted to see it. Some theaters reported near sellouts, while screens in areas like Boston sat nearly empty, underscoring the differences in audiences that have supported the project.

Though entirely expected, the reaction from well-known movie critics was poor. They absolutely roasted it. Major review outlets could barely spare a word of praise. Variety characterized the film as “so orchestrated and airbrushed and stage-managed that it barely rises to the level of a shameless infomercial.” The Guardian described it as “dispiriting, it’s deadly, and it’s spectacularly unrevealing.” AOL put together a collection of similar reactions to the film, and concluded that “the reviews for Melania are among the most scathing in recent entertainment history.”

Rotten Tomatoes delivered exactly the rating most would expect: the documentary sat in the single-digit range, hovering around 6% to 10% from professional reviewers.

And yet — and this is the twist that surprised even the harshest of critics — audiences who actually took the time to view the film in theaters largely liked it. Verified ticket purchasers gave the film an astonishing 99% audience score on Rotten Tomatoes, creating the largest gap in the site’s history between critics and moviegoers, and its “Popcornmeter” placed it “among the highest user-rated films ever.”

In response to the claim from anti-Melania voices that the numbers must have been skewed by artificial input, Rotten Tomatoes has been very clear about where the ratings originated. “There has been NO bot manipulation on the audience reviews,” a spokesperson told People. “Reviews displayed on the Popcornmeter are VERIFIED reviews, meaning it has been verified that users have bought a ticket to the film.”

That discrepancy lit up late-night shows and social media. Comedian Jimmy Kimmel jokingly accused box office numbers of being “sus,” quipping that even ticket-sales machines might need to be investigated.

Thankfully, not every outlet dismissed the film right away and gave credit where credit was due. USA Today opinion writer Ingrid Jacques noted that politics aside, there was genuine curiosity about what it’s actually like to be married to Donald Trump. She argued that if the media takes anything away from Melania, it’s this: “marketing to conservatives — and the 77 million Americans who voted for Trump — can pay off.”

There have also been odd side debates: demands from artists for music to be pulled from the film, arguments over licensing rights, and ongoing chatter about whether a $75 million spend (counting marketing and acquisition) can ever be justified for a documentary, no matter how politically charged.

In the end, Melania has become more than just a movie — it’s a cultural flashpoint. It surprised industry analysts, baffled critics, delighted audiences, and infuriated others. It’s a box-office story told in two different languages: one that sees success, and one that sees propaganda.

While history might judge it as a cinematic milestone, a vanity project, or something in between, the narrative splits right down the middle. And at this point, most people are still interested in deciding for themselves what they think about the film, despite all the shouting from pundits telling them how to feel.