Melania Documentary Faces Disappointing Box Office Opening Weekend
The new documentary about former First Lady Melania Trump appears headed for a weak box office opening, with analysis of theater sales suggesting it will fall far short of recouping its substantial production and marketing costs. Amazon MGM reportedly paid $40 million for the film and spent an additional $35 million on marketing, yet pre-sales indicate an opening weekend take of just $5 million.
Sparse Ticket Sales Nationwide
An examination of opening-day ticket sales reveals a generally muted response across the United States. At the AMC theater in The Grove mall in Los Angeles, only 15 of 132 seats had been sold for the first screening as of Thursday afternoon. Similarly, at the Alamo Drafthouse in New York City, just two of 31 seats had been booked for an afternoon showing, though evening screenings showed slightly better numbers with 14 tickets sold.
The documentary's performance places it in a similar range to other niche releases, including the Christian production After Death which opened to $5 million in 2023, and right-wing commentator Matt Walsh's Am I Racist? which debuted with $4.5 million in 2024.
Theaters Cancel Screenings Amid Poor Demand
Some theaters have already taken the extraordinary step of canceling screenings due to lack of interest. The Mann Plymouth Grand 15 theater in Minnesota has reportedly canceled its Melania screenings entirely. This theater is located in Hennepin County, Minnesota, an area experiencing unrest following recent shootings.
Research by Wired magazine found that only two screenings nationwide were completely sold out: one at an AMC in Independence, Missouri, and another at an AMC in Vero Beach, Florida. Notably, Vero Beach is approximately an hour's drive north of former President Donald Trump's Mar-a-Lago residence.
Regional Variations in Ticket Sales
Ticket sales show significant regional variation, with stronger performance in more conservative areas. Orange County in California, Houston in Texas, and Miami in Florida have all demonstrated better ticket sales compared to more liberal urban centers. This pattern suggests the documentary appeals primarily to audiences already sympathetic to the Trump political brand.
International Response Equally Tepid
The international outlook appears no more promising for the documentary's financial prospects. Tim Richards, chief executive of Vue Cinemas in the United Kingdom, revealed that ticket sales have been "soft" thus far. At Vue's flagship Islington branch in London, just one ticket had been sold for the first afternoon screening, with only two bookings for the evening showing.
In South Africa, distributor Filmfinity has canceled the film's theatrical run entirely, citing "political reasons" for their decision. This move further limits the documentary's potential global revenue.
Trump Downplays Box Office Concerns
Speaking at the film's premiere at the John F. Kennedy Center for Performing Arts, former President Donald Trump addressed the weak box office projections. "It's a very tough business in theaters selling movie tickets after Covid," he told reporters. "I think this will do unbelievable — streaming and everything. Theaters are a different world."
The documentary will indeed stream on Prime Video at a later date, potentially offering better financial returns through digital distribution channels.
Production Controversies and Crew Dissatisfaction
The project marks the American filmmaking return of Rush Hour director Brett Ratner, who relocated to Israel following multiple sexual misconduct allegations in 2017. According to a Rolling Stone report, approximately two-thirds of crew members requested to have their names removed from the film's credits. One crew member described Ratner as "slimy" and characterized Melania Trump as "boring" but "totally nice."
These production controversies, combined with the documentary's niche political appeal, appear to have contributed to its challenging commercial prospects in both domestic and international markets.
