Los Angeles, California — First Lady Melania Trump’s documentary, “Melania,” has struggled to gain traction at the box office, plummeting to 15th place during its third weekend following a steep 62.3% decline in ticket sales. The 104-minute film grossed approximately $900,000 over the Valentine’s Day weekend, bringing its total earnings to about $16.2 million—far below the $40 million Amazon invested for distribution rights and the additional $35 million allocated for marketing.
The documentary, directed by Brett Ratner, chronicles the 20 days leading up to President Donald Trump’s second inauguration. It premiered in late January, initially debuting at number three and earning $7 million during its opening weekend. However, it saw a 67% drop in its second week, followed by an even greater decline in attendance over the last weekend.
Despite the film’s disappointing performance, Kevin Wilson, head of Amazon MGM distribution, defended the dual release strategy of theatrical and streaming, stating in a statement that these platforms generate distinct value and enhance the film’s overall reception.
Criticism of “Melania” has been harsh since its premiere at the Kennedy Center, where it garnered an 11% rating on Rotten Tomatoes. Reviewers have been particularly unforgiving, with one critic likening the film to “designer taxidermy” and another describing it as a mix between an adult content platform and a viral meme.
Further reviews reflected widespread discontent, with some critics calling it “excruciatingly dull” and others branding it akin to a mock commercial. The film’s poor reviews have fueled speculation about its box office prospects.
In an interesting promotion twist, Melania Trump has been actively marketing the film, even mentioning it during official White House engagements. This included a nod to the film during a meeting with a family who had recently been reunited with a freed hostage, raising ethical questions about the promotion of a personal project from which she could potentially profit.
On Presidents’ Day, Melania also took to social media to urge her followers not to miss the chance to see “Melania” in theaters. The promotional efforts faced backlash, with some viewers criticizing the film as “awful” and others jokingly making comparisons to unpleasant dental experiences.
The controversy deepened when the Military Religious Freedom Foundation alleged that active-duty military personnel were coerced into attending screenings. The Department of Defense responded by denying these claims, stating that no mandate exists requiring service members to watch the film.
As the documentary nears the end of its theatrical run, Amazon remains optimistic about its future on streaming platforms, where it intends to utilize its expansive subscriber base to shift viewer narratives. Amazon has also hinted at a release on Prime Video in late spring 2026, although a definitive date is yet to be announced.
Adding to the project’s complications, Ratner has faced his own controversies, including accusations of sexual misconduct. “Melania” marks his return to filmmaking, following a significant industry fallout.
The film’s market struggles have intensified scrutiny on Amazon’s founder, Jeff Bezos, particularly as The Washington Post, which he owns, recently announced significant layoffs. Observers have raised concerns over spending sizable sums on a personal project for the first lady while job cuts were being made at the newspaper.
With fierce competition from new releases and independent films that have outperformed “Melania” at the box office, Amazon will likely look to recoup its investment through streaming avenues and targeted advertising strategies in the future.