First Lady Melania Trump’s documentary “Melania” has tanked at the box office, dropping to 15th place in its third weekend after a steep 62.3-percent fall in attendance.
The 104-minute film pulled in about $900,000 across more than 1,200 theaters over Valentine’s Day weekend, bringing its cumulative earnings to around $16.2 million—far short of the $40 million Amazon paid for distribution rights, plus another $35 million spent on marketing.
Directed by Brett Ratner and documenting the 20 days before President Donald Trump’s second inauguration, the film debuted in late January at number three. After a $7 million opening weekend, it dropped 67 percent in week two, followed by an even steeper decline this past weekend.
Despite the poor turnout, Amazon MGM distribution chief Kevin Wilson defended the approach. “Together, theatrical and streaming represent two distinct value-creating moments that amplify the film’s overall impact,” Wilson said in a statement.
Critics have slammed the documentary since its Kennedy Center premiere. It currently holds an 11 percent Tomatometer rating on Rotten Tomatoes, with reviewers competing to deliver blistering critiques.
The Guardian originally issued a one-star review for “Melania,” later correcting it to zero stars due to a “formatting issue.” Reviewer Xan Brooks likened the film to “designer taxidermy, horribly overpriced and ice-cold to the touch.” The New Yorker’s Lauren Collins 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 audiences wouldn’t have to, calling it excruciatingly dull. 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 has reported that the documentary is expected to hit Prime Video in late spring 2026, though Amazon has not given a firm release date. The company hopes to recoup costs through advertising and new Prime subscriptions.
The 55-year-old first lady has aggressively promoted the movie, even during official White House engagements. She mentioned the film during a February meeting with freed American-Israeli hostage Keith Siegel and his wife Aviva, raising concerns about promoting a commercial project from which she stands to earn roughly $28 million.
On Presidents’ Day, Melania Trump posted promotional content on her personal social media, encouraging followers not to “miss your chance to see MELANIA in theaters before its run ends.”
The push drew sharp criticism online, with comments ranging from “this movie was awful” to jokes comparing the viewing experience to painful dental work.
Adding to the uproar, 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 allegations, stating there is no mandate requiring troops to watch the film.
The first lady has teased additional material for fans. At the Kennedy Center premiere, she announced plans for a future docuseries featuring footage not included in the theatrical cut.
The documentary’s collapse has intensified scrutiny of Amazon founder Jeff Bezos, particularly as The Washington Post—also owned by Bezos—recently announced major newsroom layoffs. Critics have questioned the choice to spend $75 million on a vanity project for the first lady while cutting jobs at the newspaper.
Ratner, the film’s director, has been embroiled in controversy himself, including allegations of sexual misconduct and links to Jeffrey Epstein. “Melania” is his first film since he was effectively pushed out of Hollywood following accusations in 2017.
The film now faces strong competition from new titles, including “Wuthering Heights” starring Margot Robbie and Jacob Elordi, which brought in an estimated $34.8 million over the same three-day span. Even independent releases, such as the video game adaptation “Iron Lung,” have surpassed “Melania” in earnings.
As its theatrical run winds down, Amazon MGM remains confident the documentary will find an audience on streaming, where the company can leverage its massive subscriber base and control the narrative around viewership success.
