A Melania Trump documentary has landed with a surprisingly modest box office debut, raking in just £33,000 across the UK and Ireland on its opening weekend! That's right, this much-anticipated film about the former First Lady's life didn't quite hit the blockbuster heights, even falling short of a re-release of a beloved classic. Let's dive into what this means.
The authorized profile, simply titled Melania, delves into the 20 days leading up to her husband's potential return to the White House in January 2025. Produced by Amazon MGM studios, this nearly two-hour film offers a glimpse into Melania's world as she navigates the complexities of a White House transition and prepares to step back into the spotlight as First Lady, including the significant task of relocating her family back to the US capital.
But here's where it gets interesting... The film opened in 155 cinemas, managing an average of £213 per site. While this might sound like a decent start, the numbers place it at 29th in the highest-grossing releases between January 30th and February 1st, according to data from the British Film Institute (BFI). For context, a re-release of The Lord Of The Rings: Return Of The King pulled in a much more substantial £215,804 from 169 cinemas, securing a 14th spot.
And this is the part most people miss: the film that truly dominated the box office last weekend was Hamnet, which soared to £1.41 million in the UK and Ireland. That's a staggering 42 times more than Melania's opening weekend earnings! Hamnet has now accumulated an impressive £14.84 million over its four-week run.
The critical reception for the Melania documentary hasn't been much kinder, with some reviews being decidedly harsh. The Guardian awarded it a dismal zero stars, while The Telegraph controversially described it as a "branding exercise" rather than a genuine documentary, even likening it to "North Korea-style propaganda with a dash of Ralph Lauren." The New York Times offered a more measured, yet still critical, assessment, calling it "a very circumscribed and carefully stage-managed chronicle" of the lead-up to Mr. Trump’s potential second inauguration.
Box office figures for the UK and Ireland are meticulously compiled by ComScore and then made accessible to the public by the BFI.
What do you think? Is this a reflection of public interest, or perhaps a sign that audiences are looking for something different from political documentaries? Does the film's description as a "branding exercise" hold water in your opinion? Let us know your thoughts in the comments below!
