The highly anticipated documentary *Melania*, chronicling the life of the former First Lady, has made a dismal debut in Australia, landing at 31st place in the box office rankings. With a production budget of $106 million (£75 million), the film garnered just $32,399 from 33 screens, averaging a mere $982 per cinema during its opening weekend.
A Disappointing Premiere
Directed by Brett Ratner, the documentary was released in Australia on Friday, following a global embargo imposed by Amazon. This timing meant that its opening weekend figures, which typically run from Thursday to Sunday, were affected as they missed a day’s earnings. Nevertheless, many industry analysts suggest that the first weekend is crucial for a film’s success, especially when early reviews are not favourable. As critics widely panned *Melania*, it appears the film has already reached its peak in Australian theatres.
In comparison, other films have performed significantly better. For instance, *Wicked: For Good*, which has been screening for over two months, earned $33,231 from 35 screens during the same period, highlighting the stark contrast in audience reception.
International Performance
Globally, *Melania* had a more varied reception. In the UK and Ireland, the film was screened in 155 cinemas and generated £32,974 (approximately A$64,000) in its opening weekend, averaging £212.80 (A$415) per screen. In the United States, it achieved a record-setting start for a documentary, raking in $7 million during its highly publicised opening. However, with its substantial production and promotion costs—estimated at $40 million and $35 million respectively—the film must gross around $100 million globally just to break even.
Donald Trump has publicly distanced himself from the film’s financial decisions, claiming he had no role in negotiations, while Melania Trump stated that Amazon was chosen as the distributor because of its commitment to a worldwide theatrical release.
Controversy and Criticism
Ratner, who has largely shunned Hollywood following allegations of sexual misconduct, responded to accusations that the film serves as a favour to the Trump family, labelling them as “ridiculous”. He asserted that the substantial budget was dedicated to hiring top-notch talent and creating a high-quality production, emphasising that the film’s expense was about artistic integrity rather than personal gain.
However, critics have not held back in their assessments of the documentary. The Guardian’s Xan Brooks described it as “dispiriting, deadly and unrevealing,” suggesting that there are better stories to be told about Melania Trump. The film currently holds a dismal 6% on Rotten Tomatoes and a mere 1.3/10 rating on IMDb, reflecting widespread disappointment among audiences.
Why it Matters
The lacklustre performance of *Melania* not only highlights the challenges facing high-budget documentaries but also raises questions about the intersection of celebrity, politics, and media in contemporary society. As viewers increasingly seek authenticity and substance, this film’s struggle for recognition serves as a reminder of the importance of engaging storytelling over mere spectacle. The repercussions of this release could influence future projects related to public figures, particularly in an era where critical reception can significantly dictate a film’s longevity and impact.
