Here’s a shocking truth: despite the media frenzy surrounding Melania, the documentary about Donald Trump’s wife and the current US First Lady, the film failed to crack the UK’s top 25 box office charts in its opening weekend, landing at a disappointing No. 29. But here’s where it gets controversial—while the film’s earnings of £32,974 across 155 cinemas (averaging £212.80 per screen) pale in comparison to the reported $75 million (£54.6 million) Amazon invested in its distribution and promotion, it’s not the catastrophic flop some predicted. So, what’s the real story behind this underwhelming performance?
Ahead of its premiere, UK ticket sales were labeled as ‘soft’ by Vue CEO Tim Richards, and the reality on release day was even starker. Many screenings across the UK were sparsely attended, with some theaters playing to nearly empty rooms. And this is the part most people miss—while certain venues, like Vue Islington, were packed with journalists, the general public’s interest seemed lukewarm at best. The Independent even reported attending a screening at Vue Westfield in Stratford with just four other audience members, two of whom were reporters. Was this a case of media hype failing to translate into public interest?
In contrast, the film performed slightly better in the US, grossing $2.9 million (£2.1 million) on its opening day across 1,778 cinemas. Yet, it still fell flat, ultimately losing out to Iron Lung, an independently financed horror film by YouTuber Mark Fischbach. Inspired by the 2022 horror game by David Szymanski, Iron Lung was made for a mere $3 million (£2.1 million) but has raked in $21 million (£15.3 million) to date—seven times its budget. In the UK, it soared to No. 4, outperforming even the week’s big release, Jason Statham’s action film Shelter. Meanwhile, Chloé Zhao’s Oscar-nominated Hamnet claimed the top spot with £1.4 million in takings, bringing its total to £14.8 million.
Melania chronicles the 20 days leading up to her husband’s second inauguration in January 2025, but since its release, reviews have been overwhelmingly negative, with the film sitting at a dismal 10% on review platforms. However, in a polarizing twist, viewers on the same site have awarded it a 99% score, seemingly as a show of support for Trump. Is this a case of art imitating politics, or politics hijacking art?
In a scathing one-star review for The Independent, Nick Hilton questioned the film’s authenticity, writing, ‘Perhaps Melania is merely a piece of post-modern post-entertainment. After all, it is transparently not a documentary.’ Hilton further criticized the film’s staged nature, comparing it to a blend of reality TV and pure fiction. But does this critique hold up, or is it biased against the subject matter?
What do you think? Is Melania a failed documentary, a misunderstood piece of art, or a reflection of deeper political divides? Let us know in the comments—we’re eager to hear your take on this controversial release!
