First Lady Melania Trump’s documentary “Melania” has flopped in theaters, sliding to 15th place in its third weekend after a steep 62.3-percent drop in attendance, according to reports.
The 104-minute film made about $900,000 across more than 1,200 theaters over Valentine’s Day weekend, pushing its total earnings to roughly $16.2 million—far below the $40 million Amazon paid for it, plus another $35 million spent on promotion.
Directed by Brett Ratner and documenting the 20 days leading up to President Donald Trump’s second inauguration, the documentary debuted at number three in late January. After opening with around $7 million, it fell 67 percent in week two, followed by an even sharper decline this weekend.
Despite the poor box office turnout, Amazon MGM distribution head Kevin Wilson defended the rollout. “Together, theatrical and streaming represent two distinct value-creating moments that amplify the film’s overall impact,” Wilson said in a statement.
Critics have harshly reviewed the film since its Kennedy Center premiere. On Rotten Tomatoes, it holds an 11 percent Tomatometer score, with reviewers vying to deliver the most scathing critique.
The Guardian originally rated “Melania” one star before issuing a correction that downgraded it to zero stars due to a “formatting issue.” Reviewer Xan Brooks likened it to “designer taxidermy, horribly overpriced and ice-cold to the touch.” Lauren Collins of The New Yorker compared it to “an OnlyFans account crossed with that meme of Kim Jong Un visiting factories.”
Deadline critic Pete Hammond said he watched “Melania” so others wouldn’t have to, calling it grueling to sit through. Variety’s Owen Gleiberman described it as “so orchestrated and airbrushed and stage-managed that it barely rises to the level of a shameless infomercial.”
CNN reported that the film is expected to arrive on Prime Video in late spring 2026, though Amazon has not provided a firm release date. The company plans to recoup costs with advertising revenue and new Prime memberships.
The 55-year-old first lady has vigorously promoted the documentary, even during official White House engagements. During a February meeting with freed American-Israeli hostage Keith Siegel and his wife Aviva, she mentioned the film, raising concerns about promoting a commercial project from which she is expected to earn around $28 million.
On Presidents’ Day, Melania Trump shared promotional materials on her personal social media, urging followers not to “miss your chance to see MELANIA in theaters before its run ends.”
The pushback from followers was swift, with comments ranging from “this movie was awful” to humorous comparisons equating the viewing experience with painful dental work.
Compounding the backlash, the Military Religious Freedom Foundation claimed that commanding officers pressured active-duty service members to buy tickets and attend screenings. MRFF founder Mikey Weinstein said, “They were pressured to see the movie. Your military superior, that’s not your shift manager at Taco Bell or Starbucks. They have complete and total control over you.”
The Department of Defense denied the accusations, stating no order exists requiring service members to watch the film.
The first lady has also promised more content for fans. At the Kennedy Center premiere, she teased an upcoming docuseries featuring material not included in the theatrical version.
The documentary’s poor performance has also sparked criticism of Amazon founder Jeff Bezos, as his Washington Post recently announced major newsroom layoffs. Observers have questioned the wisdom of spending $75 million on what they see as a vanity project for the first lady while cutting hundreds of jobs at the publication.
Ratner, the director, has faced numerous controversies, including allegations of sexual misconduct and associations with Jeffrey Epstein. “Melania” is his first film since he was ostracized by Hollywood following accusations in 2017.
The film now contends with significant competition from new releases such as “Wuthering Heights,” starring Margot Robbie and Jacob Elordi, which brought in an estimated $34.8 million over the same weekend. Smaller titles like the video game adaptation “Iron Lung” have also surpassed “Melania” at the box office.
As its theatrical run winds down, Amazon MGM maintains confidence that the documentary will find a broader audience on streaming, where the company controls distribution and can leverage its massive subscriber base to frame the release as a success, regardless of actual view counts.
