Melania Trump's high-profile documentary debut has run into sharp financial and political scrutiny after a steep second-week box office decline raised questions about Amazon MGM's $75 million investment and the film's unusual reception.
Released by Amazon MGM, Melania opened to roughly $7 million in North America, a strong start for a documentary. That momentum faded quickly. In its second weekend, revenue fell about 67% to roughly $2.4 million, even as the film continued playing in more than 2,000 theaters, according to industry estimates.
The drop left the domestic total at about $13.35 million, a figure that has sharpened focus on the project's costs. Multiple outlets have reported Amazon paid $40 million for the rights and spent an additional $35 million on marketing, putting the total outlay near $75 million. For a documentary, those numbers are extraordinary.
Amazon MGM executives have defended the release as part of a broader strategy. Kevin Wilson, the company's head of domestic theatrical distribution, described the film's performance as a "strong theatrical performance" and called it a "critical first moment" that "validates our holistic distribution strategy" ahead of its eventual streaming release. The framing echoes a tech-company approach to film distribution, emphasizing long-term platform value over immediate box-office recovery.
The film's rollout has also drawn attention beyond theaters. During a meeting with freed Israeli-American hostages, Melania Trump referenced the documentary, telling reporters that the encounter "was captured on film and is featured in my new documentary, Melania," adding, "It was incredibly emotional." The moment circulated widely online, intensifying debate over the film's blending of personal narrative and public office.
Online reaction has been equally polarized. The Independent reported that Melania recorded one of the largest gaps on Rotten Tomatoes, with critics' scores in the low single digits and an audience rating of 99%. Rotten Tomatoes said there was "NO manipulation" of audience scores, stating its Popcornmeter reflects verified ticket purchases through Fandango.
Still, skepticism has lingered. The Daily Beast cited box-office analyst Tom Brueggemann alleging signs of "fake ticket sales," suggesting tickets may have been purchased in bulk and distributed to groups such as "senior citizen homes" and "Republican activists." The claims have not been independently verified, but they have fueled further debate about the film's audience metrics.
Late-night television seized on the controversy. Jimmy Kimmel, on Jimmy Kimmel Live!, joked: "Good morning, Mrs. Greenwald. Here are your heart pills and here are your liver pills. And here's a pair of tickets to Melania." Conservative media, including Fox News, framed the audience response as evidence of political enthusiasm, with commentator Paul Mauro saying it showed "the silent majority is still out there."
More serious concerns emerged in reporting by Business Insider, which said the Military Religious Freedom Foundation received complaints from service members at eight U.S. bases who felt "pressured" by superiors to attend screenings. The group's president, Mikey Weinstein, warned: "Your military superior... [has] complete and total control over you."
