The authorized documentary profile of Melania Trump debuted in the UK and Ireland with box office takings of £32,974 (€38,167) over the weekend of January 30th to February 1st, falling significantly short of the performance of re-releases like The Lord of the Rings: Return of the King. The film, simply titled Melania, focuses on the 20 days leading up to Donald Trump’s return to the White House in January 2025.
According to data released by the British Film Institute (BFI), the Amazon MGM Studios film opened on 155 screens, averaging £213 (€246) per cinema. This placed it at 29th among the highest-grossing releases for that period. In comparison, Return of the King earned £215,804 (€249,779) across 169 cinemas, securing the 14th spot.
The top-performing film in the UK and Ireland during the same weekend was Hamnet, which grossed £1.41 million (€1.63 million) – approximately 42 times the revenue generated by the Melania Trump documentary. Hamnet has now accumulated £14.84 million (€17.18 million) in the UK and Ireland over its four weeks in release.
The nearly two-hour documentary chronicles Melania Trump’s world as she prepares for her husband’s second inauguration and the family’s return to Washington D.C. It documents the transition process, including moving her family back to the US capital and preparing to resume her role as First Lady.
Critical reception of Melania has been largely negative. The Guardian awarded the film zero stars, while The Telegraph described it as a “branding exercise” and likened it to “North Korea-style propaganda with a dash of Ralph Lauren.” The New York Times characterized the film as “a very circumscribed and carefully stage-managed chronicle” of the days preceding Mr. Trump’s second inauguration.
The box office data for the UK and Ireland is compiled by ComScore and made publicly available by the BFI. The film’s comparatively low performance raises questions about audience interest in the project, particularly given the critical backlash. While Amazon MGM Studios likely anticipated a niche audience, the stark contrast in earnings between Melania and other releases suggests limited mainstream appeal.
The documentary’s release comes at a time of continued public fascination with the Trump family, but also increasing scrutiny. The film’s heavily controlled narrative, as noted by reviewers, may have contributed to its underwhelming box office results. Audiences often gravitate towards documentaries that offer a more revealing or critical perspective and the perceived lack of objectivity in Melania may have deterred potential viewers.
The financial outcome of the film’s theatrical run will likely influence Amazon MGM Studios’ strategy for its distribution on other platforms. While a strong box office performance could have justified a wider release or marketing push, the current figures suggest a more limited approach. The film is expected to become available for streaming on Amazon Prime Video, but the timing and promotional efforts remain to be seen.
The documentary’s debut also occurs within a broader context of shifting dynamics in the entertainment industry. The rise of streaming services has fundamentally altered the landscape for film distribution, and traditional box office numbers are no longer the sole indicator of success. However, a film’s theatrical performance still carries weight, particularly in terms of generating buzz and attracting critical attention.
The contrast between the earnings of Melania and Hamnet is particularly striking. Hamnet, a critically acclaimed historical drama, has resonated with audiences and critics alike, demonstrating the continued demand for thoughtful and well-crafted storytelling. The success of Hamnet underscores the importance of artistic merit and emotional resonance in attracting viewers, qualities that appear to be lacking in the Melania Trump documentary, according to reviews.
As of today, , the long-term impact of the Melania documentary remains uncertain. Its box office performance in the UK and Ireland provides a snapshot of its initial reception, but its ultimate success will depend on its performance on streaming platforms and its ability to generate conversation and engagement among viewers. The film’s legacy will likely be defined not by its financial returns, but by its contribution to the ongoing discourse surrounding the Trump family and the role of media in shaping public perception.
