In a stark turn of fortunes, Brett Ratner’s authorised documentary “Melania,” which chronicles the life of the former First Lady in the lead-up to Donald Trump’s inauguration in January 2025, has suffered a dramatic 67% plunge in box office earnings during its second week in the United States. Initially exceeding projections with a $7.2 million opening weekend, the film’s momentum has swiftly evaporated, with recent figures indicating a mere $2.3 million haul, causing it to plummet from third to tenth place in the box office rankings.
Initial Success Fades
Upon its release, “Melania” was met with considerable anticipation, prompting Amazon to expand its screening from approximately 1,500 venues to over 2,000. However, it appears that audience interest was already waning. The film’s steep drop reflects a broader trend of diminishing returns for theatrical releases, as viewers appear to have quickly exhausted their appetite for the film.
In a bid to mitigate the blow, Amazon’s MGM distribution chief, Kevin Wilson, issued a statement underscoring the film’s initial success while promoting its potential for long-term viewership on streaming platforms. “Melania’s strong theatrical performance is a critical first moment that validates our holistic distribution strategy, building awareness and engagement,” Wilson remarked, hinting at a hopeful future for the film when it eventually debuts on Prime Video.
Mixed Reviews and Global Reception
Despite Amazon’s optimism, the documentary’s performance on the international stage tells a less flattering story. Released in 26 countries, with notable successes in the UK, Australia, and Slovenia, the film has struggled to find its footing elsewhere. For instance, it debuted at a disappointing No 29 in the UK box office, grossing only £32,974 at a £212 per screen average.
Critical reception has been overwhelmingly negative, with many reviewers lambasting the film. The Guardian’s Xan Brooks described it as “a gilded trash remake of The Zone of Interest,” labelling the experience as “two hours of pure, endless hell.” In stark contrast to the critics, however, audience reactions have been remarkably positive, leading to a bewildering discrepancy in scores on Rotten Tomatoes. The critics’ rating stands at a dismal 8%, while audiences have lauded the film with a staggering 99% approval rating on the site’s Popcornometer.
The Discrepancy in Audiences’ Voices
Rotten Tomatoes has dismissed speculation regarding the authenticity of these audience scores, asserting that all ratings on the Popcornometer are from verified ticket purchasers. However, the vast gulf between the two ratings raises questions about the nature of audience engagement. While users who bought tickets seem to have uniformly praised the film, those in the general audience review section express significantly harsher sentiments. Comments range from an endorsement of the film as a “great movie” to critiques describing it as “hot garbage” and devoid of emotional depth.
This polarisation echoes larger societal divides surrounding figures like Melania Trump, suggesting that viewer reactions may be more reflective of political allegiance than cinematic quality. Many of the enthusiastic reviews come from users who appear to be first-time contributors, indicating that the film may have mobilised a specific demographic eager to voice their approval.
Why it Matters
The fluctuating fortunes of “Melania” serve as a microcosm of the contemporary cultural landscape, where art and politics frequently collide. As audiences increasingly seek content that resonates with their beliefs, the chasm between critical and popular reception highlights the challenges faced by filmmakers in navigating a divided audience. This documentary’s trajectory underscores the complexities of storytelling in an age where personal narratives can evoke polarising responses, laying bare the deep-seated divisions that continue to shape public discourse.
