In a lacklustre debut, the documentary *Melania*, chronicling the life of the former First Lady Melania Trump, has stumbled at the UK box office, securing only £32,974 in its opening weekend. Released across 155 cinemas, the film barely scraped into the top 30, coming in at number 29. This underwhelming performance starkly contrasts with the hefty £54.6 million investment Amazon made in its distribution.
A Dismal Opening Weekend
Despite generating considerable media buzz prior to its release, *Melania* failed to attract audiences in the UK. The film, directed by Brett Ratner, averaged just £212.80 per screen, reflecting a lack of interest that industry experts had anticipated. Tim Richards, CEO of Vue, noted the “soft” ticket sales leading up to the premiere, and many screenings were reported to be nearly empty over the weekend. Some venues, like Vue Islington, saw higher attendance but were still predominantly filled with journalists eager to witness the film firsthand.
On its opening day, the film saw a mixed response in the US, where it grossed $2.9 million (£2.1 million) from 1,778 cinemas. However, it still struggled against competition, particularly from the independent horror film *Iron Lung*, which not only outperformed *Melania* but also grossed an impressive $21 million (£15.3 million) against its $3 million (£2.1 million) budget.
Critical Reception
As the film continues to make waves, the critical reception has been overwhelmingly negative. *Melania* currently holds a disheartening score of 10 per cent on review aggregator sites, contrasting sharply with a viewer score of 99 per cent, suggesting a potential divide between critics and audiences who may align with Trump’s political views. In a one-star review for *The Independent*, Nick Hilton described it as “a piece of post-modern post-entertainment,” highlighting its tendency to blur the lines between reality and fiction.
Hilton further critiqued the film’s execution, pointing out that it often showcases a scripted portrayal of Melania Trump rather than an authentic documentary experience. The film’s style is likened to reality television, with scenes meticulously staged, which may contribute to its polarising reception.
Box Office Comparisons
The week’s box office landscape was dominated by *Hamnet*, directed by Chloé Zhao, which secured the top spot with takings of £1.4 million, bringing its total to £14.8 million. *Iron Lung* claimed the fourth position with £948,731, narrowly edging out the action thriller *Shelter* starring Jason Statham, which made £946,903. This contrast highlights the challenges faced by *Melania* in a competitive market teeming with diverse offerings.
Why it Matters
The lacklustre performance of *Melania* raises significant questions about the public’s appetite for political documentaries, especially concerning polarising figures like Melania Trump. In an era where media consumption is increasingly selective, this film’s struggle at the box office reflects broader cultural sentiments and the complexities of celebrity politics. As audiences navigate their preferences, the reception of *Melania* could signal a shifting landscape in documentary filmmaking, particularly those centred around contentious political figures.
