The hit documentary Melania, an intimate, behind-the-scenes look at Melania Trump during the 20 days leading up to Donald Trump’s second presidential inauguration in January 2025 distributed by Amazon MGM Studios, has posted a very strong opening weekend performance — including an impressive $8.1 million box office debut, an “A” CinemaScore, and overwhelming audience enthusiasm — with exit polls revealing that 24% of attending viewers who subscribe to streaming services are Apple TV members, placing it solidly behind only Prime Video (54%) and Netflix (53%).

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	Forwarded this email? Subscribe here for more 24% of hit documentary ‘Melania’ attendees subscribe to Apple TV MacDailyNews Jan 31   READ IN APP   The hit documentary Melania, an intimate, behind-the-scenes look at Melania Trump during the 20 days leading up to Donald Trump’s second presidential inauguration in January 2025 distributed by Amazon MGM Studios, has posted a very strong opening weekend performance — including an impressive $8.1 million box office debut, an “A” CinemaScore, and overwhelming audience enthusiasm — with exit polls revealing that 24% of attending viewers who subscribe to streaming services are Apple TV members, placing it solidly behind only Prime Video (54%) and Netflix (53%). Melania has scored the best box office opening for a documentary in a decade. Anthony D’Alessandro for Deadline: ‎ The exit scores for Melania] are quite royal with an “A” CinemaScore, 5 stars on Screen Engine/Comscore’s PostTrak, and get this — an 89% definite recommend; unheard for any movie. If a movie is in the 70 percentile range, that’s outstanding. While a figure like that indicates a stampede for a tentpole, it’s interesting to see whether this documentary can overperform even more than it already is, especially off its older crowd. The turnout here for the Brett Ratner-directed nonfiction film is akin to that of a faith-based movie: 72% women, with 72% over 55. Audience score on Rotten Tomatoes is 99% while critics have bashed the movie at 6%. Melania is playing best in the South (12% over the norm) and South Central with the Cinemark Palace 21 in Boca Raton, FL the pic’s current highest grossing location with over $10K. Pic’s top grossing markets are Dallas, Orlando, Tampa, Phoenix, Houston, Atlanta, West Palm Beach, Fort Myers, Miami, Minnesota, Nashville, Jackson, MI; St. Louis, Las Vegas, Cleveland — the list goes on… no NYC or LA in this bunch. Diversity demos on this one is 74% Caucasian, 11% Latino and Hispanic, 4% Black, 4% Asian American and 7% Native American/other. In PostTrak exits for Melania, 49% identified as Republicans, 47% said they were politically conservative, Evangelical Christians made up 28% of those attending while Democrats repped 2% of the audience. Walk-up business is sold with 52% of the audience buying their tickets to Melania same day… Don’t say linear is dead: For the Melania crowd, 22% said that TV ads were the most influential form of advertisement, but they also cited social media as being a big influencer at 23%. Interesting to note that among the streaming subscribers attending Melania this weekend, 54% were Prime Members, 53% Netflix, 24% Apple TV, and 22% a piece for Hulu and Disney+ subs. ‎ MacDailyNews Take: Apple TV subscribers are seemingly following Apple CEO Tim Cook’s lead: Apple CEO Tim Cook attends VIP White House screening of ‘Melania’ film with President Trump – January 26, 2026 ‎ Please help support MacDailyNews — and enjoy subscriber-only articles, comments, chat, and more — by subscribing to our Substack: macdailynews.substack.com. Thank you! Support MacDailyNews at no extra cost to you by using this link to shop at Amazon. [Thanks to MacDailyNews Readers too numerous to mention individually for the heads up.] The post 24% of hit documentary ‘Melania’ attendees subscribe to Apple TV appeared first on MacDailyNews. Invite your friends and earn rewards If you enjoy MacDailyNews, share it with your friends and earn rewards when they subscribe. Invite Friends   Like Comment Restack   © 2026 MacDailyNews 548 Market Street PMB 72296, San Francisco, CA 94104 Unsubscribe