In a rather lacklustre turn of events, the much-discussed documentary about Melania Trump has stumbled at the UK box office, earning a mere £32,974 during its opening weekend. Despite the extensive media buzz and a hefty production budget of £54.6 million from Amazon, the film barely made it into the top 30, landing at No 29. With ticket sales described as “soft,” the reception raises questions about the audience’s appetite for political documentaries, even those centred on high-profile figures.
Sparse Screenings and Underwhelming Attendance
Directed by Brett Ratner, the film opened across 155 cinemas, averaging only £212.80 per screen. The disappointing figures reflect a stark contrast to the film’s ambitious marketing and distribution strategy. Prior to its release, Tim Richards, CEO of Vue, noted that early ticket sales were sluggish, and many screenings throughout the UK saw only a handful of viewers—or none at all.
Interestingly, some venues, such as Vue Islington, reported full houses, primarily populated by journalists eager to catch the film after Amazon opted not to host any pre-release screenings. At another venue, Vue Westfield in Stratford, a near-empty showing featured just five viewers, including two reporters.
Box Office Competition and US Performance
While the film struggled in the UK, it performed somewhat better in the United States. On its opening day, it grossed $2.9 million from 1,778 cinemas, although it ultimately fell short of expectations. The documentary was outperformed by *Iron Lung*, an independent horror film that has grossed an impressive $21 million against a mere $3 million budget. In the UK, *Iron Lung* debuted at No 4, raking in £948,731, just ahead of Jason Statham’s *Shelter*, which earned £946,903.
At the same time, the top spot was claimed by Chloé Zhao’s emotional drama *Hamnet*, which brought in £1.4 million, pushing its total to £14.8 million.
Critical Reception and Viewer Reactions
Since its launch, *Melania* has received predominantly negative reviews, currently holding a dismal 10 per cent rating on critical aggregation sites. However, audience reception tells a different story, with viewers giving it a staggering 99 per cent score. This disparity suggests a divide between critics and the film’s intended audience, who may view it as a piece of political commentary rather than a traditional documentary.
In a scathing one-star review for The Independent, critic Nick Hilton described the film as “merely a piece of post-modern post-entertainment,” arguing that it straddles the line between reality television and scripted fiction. Hilton noted that much of the film consists of Melania presenting a stylised version of herself, adding to its questionable authenticity.
Why it Matters
The tepid response to *Melania* raises significant questions about the current landscape of political documentaries and the audience’s engagement with such content. In an era marked by polarisation, the film’s performance may reflect broader trends regarding public interest in political narratives, especially those involving controversial figures. The stark contrast between critic reviews and audience ratings further illustrates the complexities of contemporary political discourse, highlighting the challenges filmmakers face in capturing public attention amid an already crowded media landscape. As we navigate these turbulent times, understanding the resonance of political documentaries will be crucial for future productions aiming to engage viewers meaningfully.
