In a surprising turn of events, the documentary film about Melania Trump, the wife of former President Donald Trump, has not managed to make a significant impact at the UK box office. Despite generating a considerable amount of media buzz upon its release, the film only managed to debut at a disappointing No. 29 during its first weekend.
Directed by Brett Ratner, the film collected a total of £32,974 from 155 theaters, which translates to an average of just £212.80 per screening. This figure stands in stark contrast to the reported $75 million (£54.6 million) that Amazon invested in its distribution and promotion. While the box office numbers may not be catastrophic, they certainly fall short of expectations.
Before the premiere, ticket sales in the UK were characterized as "soft," according to Tim Richards, the CEO of Vue Cinemas. On the actual day of release, many showings across the country saw minimal attendance, with some screenings even taking place in empty auditoriums. However, select venues like Vue Islington did see full houses, primarily filled with journalists eager to catch the film after Amazon opted not to provide any advance screenings.
At one nearly deserted showing at Vue Westfield in Stratford, only four audience members were present, including two who were there for press coverage. In contrast, the documentary performed better on its opening day in the US, where it earned $2.9 million (£2.1 million) across 1,778 theaters, yet it still faced stiff competition and was ultimately outperformed by the independent horror film "Iron Lung," created by YouTuber Mark Fischbach.
The latter, inspired by a horror game released in 2022, was produced on a budget of $3 million (£2.1 million) and has since grossed an impressive $21 million (£15.3 million), making it seven times its original budget. In the UK, "Iron Lung" climbed to No. 4 in the box office rankings, earning £948,731—just edging out the week's major release, the Jason Statham action flick "Shelter," which brought in £946,903.
Leading the pack at the box office this week is "Hamnet," an emotionally charged film directed by Chloé Zhao, which generated £1.4 million and has now amassed a total of £14.8 million since its release.
The documentary "Melania" chronicles the 20 days leading up to Donald Trump's second inauguration, set for January 2025. Unfortunately for the filmmakers, the reviews have largely been unfavorable, with a mere 10 percent rating on review platforms. In stark contrast, viewers on the same site have rated the film an astonishing 99 percent, suggesting a strong base of support among Trump supporters.
In a critical one-star review for The Independent, Nick Hilton remarked: "Perhaps 'Melania' is simply a product of post-modern entertainment that does not truly fit the documentary genre." He further pointed out that much of the content appears staged, describing Melania as playing a version of herself that straddles the line between reality television and fictional storytelling, reminiscent of Ratner's previous work on films like "X-Men: The Last Stand."
This situation raises intriguing questions: What defines a documentary? Can a film that appears largely staged still be considered genuine? As you reflect on these points, we invite your thoughts—do you agree with the critics, or do you see value in the documentary’s portrayal of Melania Trump?
