Los Angeles — In a swift decline, the documentary “Melania” has fallen off box office charts just four weeks after its release, reflecting a disappointing outcome for Amazon MGM Studios, which invested heavily in the controversial production. The film, centered on First Lady Melania Trump, managed to amass only $16.3 million in domestic earnings, significantly underperforming relative to its reported $75 million price tag, including a substantial marketing budget.
Debuting with a promising start, “Melania” opened at No. 3 with $7.1 million and became the highest-grossing non-concert documentary in a decade upon its late January release. However, the momentum waned quickly, as ticket sales plummeted by 67% in its second week, resulting in a ranking drop to No. 15 by week three. It has since been removed from virtually all major markets, with box office reporting officially ceasing as of February 21.
Despite the disappointing figures, Kevin Wilson, the studio’s head of domestic theatrical distribution, asserted a positive outlook. He indicated that the film’s theatrical run serves as a stepping stone for its later debut on Prime Video, emphasizing that it could enrich awareness and engagement for the streaming platform.
Directed by Brett Ratner, “Melania” faced scrutiny due to allegations of sexual misconduct against him that surfaced in 2017. Although he denied the claims and was not charged, the backlash has overshadowed the film’s release. The project began garnering attention after Amazon founder Jeff Bezos met with former President Trump, leading to the company’s significant investment in the documentary.
Initially rolling out in 1,778 theaters across North America, the film expanded to 2,003 screens in its second weekend but subsequently fell to just 505 theaters. Stronger box office performances were noted in regions such as Dallas, Orlando, and Phoenix, with demographics skewing toward older white women. In a surprising twist, rural theaters accounted for nearly half of the film’s total revenue.
The film received a less-than-stellar critical reception, garnering only an 11% rating on Rotten Tomatoes. Critics dismissed it as lacking depth and originality. Conversely, audience reactions were markedly positive, achieved a 98% verified audience score and an “A” rating from CinemaScore, signifying a significant disparity in reception. The company behind the film refuted claims of score manipulation, noting that audience ratings stemmed from verified ticket sales.
Internationally, the film’s performance was weak, grossing only $291,552. It debuted at No. 29 in the UK, with ticket sales plunging 88% in its second weekend. In Mexico City, many screenings drew zero attendees, leading to questions about the film’s viability outside the U.S.
The issues surrounding “Melania” have prompted discussions about the future of theatrical releases, especially regarding their role in promoting streaming services. Analyst David A. Gross pointed out the unusual nature of Amazon’s investment, arguing that while the initial box office take was solid for a political documentary, the overall costs and lack of foreign market prospects could present significant challenges going forward.
With the film transitioning to Prime Video, Amazon MGM is banking on a better reception via streaming. A release date for the digital debut has yet to be revealed, but plans for a follow-up docuseries are already in the works, as part of the original deal. The sustainability of such investments will remain a point of curiosity; for Amazon, even a $75 million endeavor may prove justifiable, especially in the context of its relationship with the Trump administration.