The documentary film about former First Lady Michelle Obama, titled 'Becoming', experienced an extraordinary surge in viewership over a recent weekend, coinciding with the cinematic release of a documentary about former First Lady Melania Trump. According to industry reports, 'Becoming' garnered a staggering 47.5 million minutes viewed, representing a monumental increase of more than 13,000% compared to the previous weekend's 354,000 minutes.
Stark Contrast in Documentary Performance
The timing of this viewership spike is particularly noteworthy as it occurred during the same period when 'Melania', the documentary about Donald Trump's wife, premiered in cinemas across the United States. While 'Becoming' flourished on streaming platforms, 'Melania' achieved a respectable $7 million opening weekend at the US box office, marking the best documentary opening in over a decade.
Critical Reception and Audience Demographics
The critical response to these two documentaries could not be more different. 'Becoming' maintains an impressive 93% rating on the review aggregator Rotten Tomatoes, while 'Melania' has struggled to gain critical favour with a mere 5% rating. The Guardian's film critic described 'Melania' as "a gilded trash remake of Jonathan Glazer's The Zone of Interest" in a particularly scathing zero-star review.
Audience data reveals that 'Melania' attracted predominantly white women over the age of 55, while 'Becoming' continues to appeal to a broader demographic following its initial release in 2020. The Michelle Obama documentary, which follows the former First Lady in the wake of her bestselling memoir, has maintained consistent popularity since its debut on Netflix.
International Performance and Controversies
'Melania' has faced challenges in international markets, opening at number 29 in the United Kingdom and number 31 in Australia. The film, produced with a $40 million budget and supported by a $35 million advertising campaign, has generated discussion beyond its cinematic merits.
Director Brett Ratner, who faced multiple allegations of sexual misconduct in 2017, recently addressed his appearance in photographs with Jeffrey Epstein following the release of new documents. Ratner stated, "I didn't have a personal relationship with him. I didn't know him... You get thrown into these things. It's crazy. It's horrible."
Promotional Activities and Cinema Controversy
Melania Trump herself promoted the documentary during a White House meeting with freed Israeli-American hostages, mentioning that her January 2025 meeting with Aviva Siegel, who was working to free her husband Keith, was "captured on camera and available to see in my new film Melania." She later clarified that these comments were "not a promotion" for the documentary.
In a separate development, an Oregon cinema owner revealed that Amazon had withdrawn 'Melania' from his theatre after he displayed humorous promotional messages on the marquee. The Lake Theater and Cafe in Lake Oswego had advertised the film with the tagline: "To defeat your enemy you must know them. Melania starts Friday."
The simultaneous success of 'Becoming' and the mixed reception of 'Melania' highlight the continuing public fascination with political figures and their personal narratives, particularly when presented through the documentary format. The dramatic viewership increase for Michelle Obama's film suggests enduring public interest in her story and message, while Melania Trump's documentary continues to generate discussion through both its content and associated controversies.
