The Power of 'Becoming': How Michelle Obama's Documentary Outshone Melania Trump's
In the world of political documentaries, a fascinating battle of the box office and streaming platforms has unfolded. When Melania Trump's documentary, 'Melania', hit theaters, it seemed like a strategic move by conservative grassroots groups to rally supporters. But, as it turns out, the anti-'Melania' effect was in full swing, and it had nothing to do with the film's critical reception.
The documentary, directed by Brett Ratner and produced by Amazon MGM, failed to make a significant impact at the box office, earning only $7.1 million against its $40 million price tag and $35 million marketing spend. The audience was predominantly female, with 70% of viewers, and a staggering 72% of ticket buyers were septuagenarians. While this might have been a success for the intended audience, it didn't resonate with the general public.
Meanwhile, the documentary 'Becoming', featuring Michelle Obama, was experiencing a surge in popularity. Directed by Nadia Hallgren and produced by the Obamas' Higher Ground Productions for Netflix, the film is based on Obama's 2018 memoir of the same name, which has sold over 10 million copies. Released in May 2020 during the COVID-19 lockdown, 'Becoming' offers a captivating glimpse into Obama's life while on tour for her memoir.
Over the Jan. 30-Feb. 1 weekend, 'Becoming' saw a remarkable 13,000% increase in viewership, reaching 47.5 million minutes viewed, up from just 354,000 minutes the previous weekend, according to Luminate data. This surge in popularity highlights the power of Obama's influence and the public's interest in her story.
While it's challenging to compare box office numbers with streaming viewership, the contrasting fortunes of these documentaries provide a snapshot of the current political climate. 'Melania' received a worldwide theatrical release but failed to crack Comscore's top 10 global chart for the weekend. It's expected to be released as a docuseries on Prime Video with additional footage in the coming weeks, though an official release date is yet to be announced.
The film premiered to a red-carpet event for Trump administration officials and supporters at the Kennedy Center in Washington, D.C., on Jan. 29. Despite earning a scathing 5% rating on Rotten Tomatoes from professional critics, the audience response was positive, with CinemaScore polling showing an 'A' grade. This suggests that the film successfully engaged Trump's devoted base.
In contrast, 'Becoming' has become a testament to the enduring appeal of Michelle Obama's story. The documentary's success on Netflix demonstrates the public's appetite for authentic and inspiring narratives, even in the face of opposing political views. As the battle for viewers' attention continues, these documentaries showcase the power of storytelling and the impact it can have on public perception.
