Imagine a documentary about one of the most enigmatic First Ladies in recent history, only to find it overshadowed by a fantasy epic at the box office. That’s exactly what happened with Melania, the feature-length profile of Melania Trump, which raked in just £32,974 during its opening weekend in the UK and Ireland—less than a re-release of The Lord of the Rings: Return of the King. But here’s where it gets controversial: while Return of the King charmed audiences with its timeless storytelling, Melania struggled to captivate, despite its focus on the 20 days leading up to Donald Trump’s hypothetical return to the White House in January 2025. And this is the part most people miss: the film, produced by Amazon MGM Studios, offers a glimpse into Melania’s world as she navigates the complexities of transitioning back to the role of First Lady, including moving her family to the U.S. capital. Yet, it opened in 155 cinemas, averaging a modest £213 per site, and ranked a disappointing 29th in the weekend’s highest-grossing releases, according to the British Film Institute (BFI).
For context, Return of the King grossed £215,804 across 169 cinemas, securing the 14th spot. Meanwhile, the top-grossing film of the weekend was Hamnet, which pulled in £1.41 million—a staggering 42 times more than Melania. Over four weeks, Hamnet has amassed £14.84 million in the UK and Ireland, highlighting the stark contrast in audience interest. Melania faced harsh criticism, with The Guardian awarding it zero stars and The Telegraph dismissing it as a ‘branding exercise’ akin to ‘North Korea-style propaganda with a dash of Ralph Lauren.’ The New York Times described it as a ‘circumscribed and carefully stage-managed chronicle’ of the days leading up to Trump’s second inauguration. Box office data, compiled by ComScore and published by the BFI, paints a clear picture of the film’s underperformance.
But here’s the question: Was Melania a missed opportunity to humanize a polarizing figure, or was it doomed from the start by its subject’s guarded nature? Critics argue it lacked depth, but could a more candid approach have changed its fate? Let us know your thoughts in the comments—do you think Melania deserved better, or was it a fair reflection of public interest? Meanwhile, stay updated on all the latest news by following STV News on WhatsApp (https://www.whatsapp.com/channel/0029VaCESJzKgsNvKKNOYO2r) or scan the QR code on your mobile device.
