Brett Ratner’s controversial documentary, Melania, charting the 20 days leading up to Donald Trump’s 2025 inauguration, experienced a significant drop in box office revenue during its second weekend in North American theaters. The film grossed an estimated $2.37 million, a 67% decline from its $7 million debut, bringing its domestic total to $13.35 million as of .
While a 67% decline is typically considered substantial, signaling diminishing audience interest, Amazon MGM Studios has framed the performance as positive, particularly given the timing. The second weekend coincided with Super Bowl weekend, a traditionally slow period for movie theaters.
“Melania’s strong theatrical performance is a critical first moment that validates our holistic distribution strategy, building awareness, engagement and provides momentum ahead of the film’s eventual debut on Prime Video,” said Kevin Wilson, Amazon MGM distribution chief. A streaming release date has not yet been announced.
The $40 million acquisition, followed by a $35 million marketing spend, underscores Amazon’s investment in the project. Melania was released in 26 countries worldwide, though a planned release in South Africa was cancelled at the last minute. International performance has been markedly weaker than in the US, with the UK, Australia, and Slovenia representing top territories.
The film’s reception has been sharply divided. Critics have largely panned the documentary, with one review calling it “a gilded trash remake of The Zone of Interest.” However, audiences have responded very differently, creating an unprecedented gap between critical and audience scores on Rotten Tomatoes.
As of , Melania holds an 8% rating from critics on Rotten Tomatoes, yet boasts a 99% audience score on the “Popcornmeter.” This disparity prompted scrutiny and speculation about potential manipulation of the audience reviews.
Rotten Tomatoes’ parent company, Versant, has vehemently denied any manipulation, stating, “There has been NO manipulation on the audience reviews for the Melania documentary.” They emphasized that reviews displayed on the Popcornmeter are “VERIFIED reviews,” meaning users have demonstrably purchased tickets through Fandango.
However, a closer look reveals a distinction between “verified” reviews and “all audience reviews” on the site. The “verified” reviews, which contribute to the 99% score, are overwhelmingly positive, with users praising the film’s cinematography, soundtrack, and Melania Trump herself. Many urge “every red blooded American to see this movie” and applaud the film’s perceived lack of profanity and nudity.
Notably, the vast majority of users leaving these glowing “verified” reviews appear to be first-time posters on the site, with Melania being their first and only review. This pattern contrasts sharply with the “all audience reviews” section, which features more seasoned Rotten Tomatoes users offering critiques such as, “I thought it would have been based on her actual life, good and bad. There was no emotion, drama or depth. It’s just a bad reality show,” and “Hot garbage. Don’t waste your time or money.”
The film’s success, or at least the enthusiastic response from a segment of the audience, has sparked debate about the role of political affiliation in film reception. The Hollywood Reporter noted that the 99% audience score is “not surprising,” suggesting that the film primarily appeals to dedicated supporters of Donald Trump.
Elsewhere at the box office, the horror-thriller Send Help repeated at No. 1 with $10 million in revenue. Disney’s Zootopia 2 and the sci-fi epic Avatar: Fire and Ash followed with $4 million and $3.5 million respectively. Two new horror releases, Dracula and The Strangers – Chapter 3, also performed well, grossing $4.5 million and $3.5 million, respectively. Melania landed in 10th place.
The film’s performance raises questions about the long-term viability of its theatrical run and the potential impact of its eventual streaming release. While Amazon appears confident in its overall strategy, the steep box office decline suggests that the initial wave of enthusiastic supporters may have already seen the film, leaving the question of broader appeal unanswered.
