Image Credit: Netflix
It’s unusual for a documentary released nearly six years ago to rejoin the Daily Top 10, but that’s what we’re tracking this weekend with Michelle Obama’s 2020 film, to become. Reason why? You can probably guess…
The documentary, directed by Nadia Hallgren, was first released on Netflix on May 6, 2020 and was later nominated for several awards. It was one of the early projects produced by Netflix under its overall deal with Obama-owned Higher Ground Productions, which is still developing new projects with the streamer. The film’s official synopsis reads: “Join former First Lady Michelle Obama in an intimate documentary exploring her life, hopes and connections to others as she journeys with ‘Becoming.’
The film was by no means a blockbuster hit upon its initial release, spending only six days in the top 10. Netflix engagement reports suggest that the film will receive 1.5 million views between 2023 and 2025.
On Sunday, the documentary re-entered the top 10 films of the US #8, And today, on February 2, it climbed two places #6. This phenomenon, perhaps surprisingly, is specific to the United States.
For the most part, Netflix’s daily top 10 is driven exclusively by fresh new releases from the last 30 days or so, but occasionally, we see titles return to the top 10. Most of the time, this is due to social media push (see). Ginny and Georgia’s For example, a return in 2022), but at other times, the reason is not as clear.
Of course, the resurgence coincides with the theatrical release of the Amazon MGM Studios documentary Melania. Netflix subscribers in the United States appear to be embroiled in a wave of “counter-programming”. Over the weekend, several viral posts on social media, including X, threads and TikTok, urged viewers to watch the former first lady’s documentary. melania.
The viral campaign gained popularity on TikTok and X (formerly Twitter) under the hashtag #BecomingOverMelania.
@stevevonandbritt Speak less…let’s be number 1!#BecomingOverMelania #to become ##michelleobama#netflix #greenscreensticker ♬ Original Sound – Stevevon & Britt
Users described the streaming push as a “cultural power move” and a form of resistance, encouraging followers to stream and rate the 2020 documentary to help it trend alongside its theatrical competitor. This coordinated effort successfully manipulated the “Top 10” algorithm, which heavily weights recent viewership.
resurrection of to become A polarizing but economically significant start comes amid melania. The film defied the initial negative tracking and did well. Estimated $7 million opening weekendRanked #3 at the domestic box office. It’s the strongest debut for a non-concert documentary in over a decade, though it does come with a few asterisks attached.
The film’s release has been surrounded by controversy regarding its budget and the circumstances of its production. Amazon MGM Studios reportedly spent $40 million on acquisitions and another $35 million on marketingThat brought the total expense to about $75 million. For comparison, most high-profile documentaries cost a fraction of this figure (planet earth The cost to the BBC was approximately $25 million). This unprecedented spending has sparked debate among industry analysts about the economics of the release and Amazon’s strategic position.
Did you watch again? to become this weekend?