[Digital Today reporter Chi-gyu Hwang] A Melania Trump documentary produced by Amazon topped $7 million in its opening week, delivering stronger-than-expected results, TechCrunch reported on Saturday local time.

The documentary, titled 'Melania', ranked No. 3 at the weekend box office. But TechCrunch said it would be difficult for theatre revenue alone to break even when production and promotion costs are taken into account.

Amazon acquired the documentary licence for $40 million and spent an additional $35 million on marketing. An analysis says the decision to pick the project over Disney reflects political motives rather than simply box-office performance. Amazon alumnus film producer Ted Hope said, "This is the most expensive documentary made without music licensing," and pointed to it as a "strategic decision" that considered ties with the Trump administration.

The film, directed by Brett Ratner, stirred controversy as his first work since returning after a sexual misconduct scandal in 2017. Two-thirds of the New York filming crew pushed back internally to the point of asking to have their names removed from the production credits.

New York Times critic Manohla Dargis panned it as a work that "flatly captures Melania's day-to-day life." Amazon MGM, however, said, "This weekend's performance is a first step that signals results in the streaming market going forward," taking a positive view.