In a remarkable twist of fate, Michelle Obama’s acclaimed documentary, *Becoming*, experienced an extraordinary 13,000% increase in views over the weekend coinciding with the theatrical release of the Melania Trump documentary. Viewership surged to an impressive 47.5 million minutes, contrasting sharply with the mere 354,000 minutes recorded the previous weekend, as reported by the Hollywood Reporter.
Surge in Popularity for *Becoming*
The timing of *Becoming*’s resurgence is particularly notable, as it aligns with the launch of the highly anticipated *Melania* documentary. Released by Amazon, the latter film garnered $7 million in its opening weekend—marking the highest debut for a documentary in over a decade. However, critical reception has been less than favourable, with the film receiving a dismal 5% rating on Rotten Tomatoes compared to *Becoming*’s impressive 93%.
The stark contrast in viewership and ratings raises questions about audience engagement and interest. While *Melania* found its primary audience among predominantly white women aged over 55, its international performance has been lacklustre, debuting at number 29 in the UK and number 31 in Australia.
The Controversy Surrounding Melania
Directed by Brett Ratner, whose reputation has been marred by accusations of sexual misconduct since 2017, *Melania* has sparked additional controversy. Ratner recently addressed his past association with Jeffrey Epstein, stating, “I didn’t have a personal relationship with him. I didn’t know him… It’s horrible.” Such statements have done little to bolster the film’s image amidst growing scrutiny.
On a separate note, Melania Trump made an appearance at the White House this week, where she met with recently freed Israeli-American hostages. During this event, she promoted her documentary, describing her emotional meeting with Aviva Siegel, who sought assistance in freeing her husband. Trump claimed this meeting was documented in *Melania*, asserting it was “not a promotion” while simultaneously leveraging the moment for publicity.
A Cinema Owner’s Backlash
In an ironic turn of events, a cinema owner in Oregon reported that Amazon had pulled *Melania* from his venue after he playfully mocked the film on his marquee. The Lake Theater and Cafe in Lake Oswego had advertised the documentary with the phrase, “To defeat your enemy you must know them. Melania starts Friday.” This incident further illustrates the polarising nature of the film and the challenges it faces in a competitive cinematic landscape.
Why it Matters
The contrasting trajectories of *Becoming* and *Melania* highlight the evolving dynamics of public perception and interest in the narratives of former first ladies. As Michelle Obama’s story continues to resonate and inspire, the struggles of Melania Trump to capture an audience reflect broader societal attitudes towards both women and the complexities of their respective experiences in the White House. In an era where personal stories are increasingly scrutinised and valued, the engagement levels of these documentaries provide crucial insight into the legacy and influence of political figures in contemporary culture.
