First Lady Melania Trump’s documentary “Melania” has tanked at the box office, slipping to 15th place in its third weekend after a brutal 62.3-percent drop in attendance.
The 104-minute film brought in about $900,000 from more than 1,200 theaters over Valentine’s Day weekend, pushing its total domestic earnings to roughly $16.2 million—far below the $40 million Amazon paid for distribution rights, plus the additional $35 million spent on marketing.
Directed by Brett Ratner, the documentary follows the 20 days leading up to President Donald Trump’s second inauguration. It debuted at number three in late January with around $7 million, then nosedived 67 percent in its second weekend before this latest, even steeper drop.
Despite the disappointing turnout, Amazon MGM distribution chief Kevin Wilson defended the strategy. “Together, theatrical and streaming represent two distinct value-creating moments that amplify the film’s overall impact,” Wilson said in a statement.
The documentary has been panned by critics since its Kennedy Center premiere. It currently holds an 11 percent score on Rotten Tomatoes, with reviewers racing to deliver the most scathing take.
The Guardian originally awarded “Melania” one star before correcting the rating to zero due to a “formatting issue.” Critic Xan Brooks likened the documentary 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’s Pete Hammond said he watched “Melania” so others wouldn’t have to, calling it relentlessly tedious. 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 the film is expected to arrive on Prime Video in late spring 2026, though Amazon has yet to specify a launch date. The studio hopes to recoup costs through advertising and new Prime memberships.
The 55-year-old first lady has heavily promoted the documentary, even during official duties. She mentioned it at a February meeting with freed American-Israeli hostage Keith Siegel and his wife Aviva, raising concerns about promoting a commercial project from which she could earn about $28 million.
On Presidents’ Day, Melania Trump posted promotional content to her personal social media accounts, urging followers not to “miss your chance to see MELANIA in theaters before its run ends.”
The marketing push sparked backlash online, with comments ranging from “this movie was awful” to more imaginative comparisons likening watching it to painful dental work.
Adding further controversy, the Military Religious Freedom Foundation claimed that commanding officers pressured active-duty troops 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 claims, stating no directive exists requiring service members to watch the film.
The first lady has teased additional material for fans. At the Kennedy Center premiere, she announced a forthcoming docuseries containing footage not included in the theatrical cut.
The film’s failure has intensified scrutiny of Amazon founder Jeff Bezos, whose Washington Post recently announced sweeping newsroom layoffs. Critics have questioned spending $75 million on what many view as a vanity project for the first lady while slashing hundreds of jobs at the paper.
Ratner, the film’s director, has faced significant controversy himself, including sexual misconduct allegations and ties to Jeffrey Epstein. “Melania” is his first project since he was effectively pushed out of Hollywood following the 2017 accusations.
The documentary now competes with major new releases, including “Wuthering Heights,” starring Margot Robbie and Jacob Elordi, which earned an estimated $34.8 million over the same three-day span. Even indie titles like the video game adaptation “Iron Lung” have outperformed “Melania.”
As its theatrical run winds down, Amazon MGM insists the film will find its audience on streaming, where the studio controls distribution and can leverage its large subscriber base to frame the release as a success regardless of viewership data.