When is a documentary not a documentary? When the subject is Melania Trump.

Promoted by President Donald Trump as “a must watch,” the Melania Trump documentary “Melania” debuted with a better-than-expected $7 million in ticket sales, according to studio estimates Sunday.

The film has generated $7.04 million from 1,778 North American theaters, a huge start for a documentary (especially one that doesn’t involve music and isn’t about a concert ).