Melania surpasses U.S. expectations but falls short in the UK and Italy.
The recently released documentary “Melania,” chronicling the life of former First Lady Melania Trump, achieved a surprisingly strong performance during its opening weekend at the U.S. box office. Amazon MGM Studios, which acquired the film for a reported million and invested an additional million in its promotion, announced that “Melania” garnered approximately million in its initial run. This figure surpassed industry expectations, which had projected the film to earn around million.
Despite this encouraging start domestically, the film’s international reception appears to be lackluster. Reports indicate that “Melania” earned only a modest ,960 in the United Kingdom and ,696 in Italy during its release, according to data from Comscore, a leading media analytics company. In the U.K., the documentary was ranked as the 29th most popular film over the weekend, a performance that falls short when considering the nearly 150 theaters showcasing the film. In Italy, where the film played in almost 100 cinemas, the earnings were similarly disappointing. Notably, Comscore did not list “Melania” among the top ten films in worldwide box office sales for that weekend.
As Amazon MGM Studios celebrated the film’s domestic performance, detailed statistics for its international appeal have yet to be released. Significant questions remain about “Melania’s” overall profitability, especially in markets beyond the United States and territories not influenced by former President Donald Trump’s administration.
In contrast, the horror film “Send Help,” directed by Sam Raimi, took the lead at the box office, earning over million in both domestic and international markets, while fellow horror feature “Iron Lung” followed closely with .5 million. The strong showing of “Melania” in the U.S., securing a third-place finish, is noteworthy given the rarity of documentaries competing successfully against fictional narratives in earning power.
“Melania” premiered with a special screening at the Kennedy Center, attended by President Trump and various government officials. The film has received favorable coverage from certain media outlets aligned with pro-Trump sentiments.
The film’s distributor in South Africa has announced that “Melania” will not screen in that country, citing unspecified recent developments, further complicating the film’s international rollout. As the global response continues to unfold, it remains to be seen how “Melania” will continue to perform both domestically and abroad. The lack of detailed reporting on overseas sales further emphasizes the uncertain trajectory of this high-profile documentary.
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