Melania Trump attended a screening of the documentary film Melania at The Kennedy Center on 29 January in Washington, D.C., marking a high-profile event for the controversial production. The film, which follows the former first lady as she prepared to re-enter the White House in early 2025, has generated significant buzz and debate across political and entertainment circles.
Box Office Success and Financial Shortfall
Amazon's Melania Trump documentary has reportedly beaten box office expectations, recording the strongest start of any documentary in over a decade. It took more than $8 million at the US box office during its lavishly-promoted opening weekend, a notable achievement in the genre. However, the film fell substantially short of turning a profit because it cost $40 million to make and an additional $35 million to promote, resulting in a total expenditure of $75 million that far outweighs its initial earnings.
Target Audience and Geographic Performance
Melania registered its earnings by strategically targeting older conservatives, playing to subjects close to the interests of Donald Trump's fans, such as patriotism, Christianity, and the importance of family. According to industry reports, the film performed well with conservatives in the southern US, specifically women over the age of 55, who made up 72% of the opening-day audience. Research firm EntTelligence estimated that rural theaters contributed roughly 46% of the opening-weekend box office, with theaters in Republican counties accounting for about 53% of ticket sales. Top box office states included the conservative stalwart states of Florida and Texas, highlighting its regional appeal.
Critical Reception and Controversies
Despite its commercial success, Melania has received overwhelmingly negative critical reviews. The Guardian judged it to be "dispiriting, deadly and unrevealing," awarding it a one-star review and noting that while a decent documentary could be made about the former model from Slovenia, this one is "unredeemable." Similarly, the Hollywood Reporter described it as an "expensive propaganda doc" and "a film that fawns so lavishly over its subject that you feel downright unpatriotic not gushing over it." The outlet added that in trailing credits, the first lady's achievements are rolled "in such laudatory fashion that North Korea would blush."
Political and Ethical Questions
Amazon – which recently cut 16,000 corporate jobs – has faced criticism that making the documentary about Melania Trump and paying so highly for it was little more than a ploy to curry favor with her husband, Donald Trump, during his second presidency. Donald Trump recently told reporters he "wasn't involved" in negotiations over the documentary's $75 million price tag, while Melania Trump stated that producers approached several distributors and "Amazon was the best because they agreed to do theaters all around the world."
Director's Defense and Personal Controversies
The film's director, Brett Ratner – who had largely retreated from Hollywood after numerous sexual misconduct allegations during the #MeToo movement – was pointedly asked at the Melania premiere if he felt he was part of a larger quid pro quo. He responded, "That's ridiculous, but it's OK, I'll answer. I can tell you right now, if we were audited and they said, 'How much was spent on this movie?' This movie is one of the most expensive movies – documentaries – in the genre ever made." Ratner emphasized that it wasn't about getting rich, noting the Trumps are wealthy enough, but about hiring the best crew and creating a great movie for audiences.
On the same day Melania opened in theaters, Ratner appeared in photos published by Trump's justice department as part of a release of 3 million files pertaining to late convicted sex offender Jeffrey Epstein. The photos show Ratner alongside Epstein, including while wrapping his arms around a woman between them. Ratner has not publicly commented on these images, and it is important to note that people mentioned in or seen in pictures included in the so-called Epstein files have not been implicated in or convicted of crimes. Many notable people who associated with Epstein, a former friend of Trump, have denied wrongdoing.
Box Office Competition and Future Prospects
In its opening weekend, Melania was beaten at the box office by two horror films: Iron Lung and Rachel McAdams's Send Help. However, it managed to beat out the action film Shelter, indicating a mixed performance in a competitive market. The Hollywood Reporter noted that the documentary defied predictions it would bomb "based on empty, or nearly empty, seat maps in cinemas across the country," suggesting its success was driven by a niche but dedicated audience.
As the film continues its theatrical run, its ability to recoup costs and generate profit remains uncertain, given the high production and promotion expenses. The controversy surrounding its funding, critical reception, and the director's background adds layers to its story, making it a notable case study in the intersection of politics, entertainment, and media ethics.
