Melania Trump’s R1.2bn movie 'Melania' struggles with poor box office performance on opening weekend

Melania Trump is stepping into the spotlight with her new $75 million (R1.2bn) documentary, "Melania". But despite a star-studded private black carpet premiere held on Thursday, January 28, the film is facing a rocky start at the public box office, with analysts calling it a "historic box office bomb".

A massive $35 million (R558m) marketing campaign, including ads during NFL playoffs and a takeover of the Las Vegas Sphere, was undertaken, but the public wasn't showing up.

In the UK, some cinemas reported selling zero tickets for opening night (Friday, January 30), while people in the US are complaining about the $25 (about R450) ticket price, calling the film a "high-budget vlog" rather than a real movie, while cities like Boston and Toronto reported single-digit sales for their opening day.

"Melania" is a 104-minute "fly-on-the-wall" documentary that follows Melania during the 20 days leading up to her husband, and US president, Donald Trump's 2025 Inauguration.

It shows her orchestrating inauguration plans and building her new East Wing team.

It also features unfiltered footage of her at Mar-a-Lago and their Palm Beach country club and includes brief appearances by her husband and their son, Barron.

"I want to show the audience my life, what it takes to be a first lady again and (the) transition from private citizen back to the White House," said Melania at the private black carpet, which was held at the Trump-Kennedy Center.

"It’s beautiful, it’s emotional, it’s fashionable, it’s cinematic, and I’m very proud of it."

While public theatres were empty, the private black carpet at the White House screening was packed with power players.

The guest list included a mix of stars like rapper Waka Flocka Flame, Oscar-winner A.R. Rahman, Argentine-Spanish model Georgina Rodríguez and the "Wolf of Wall Street" Jordan Belfort.

Tech giants like Apple CEO Tim Cook, Amazon’s Andy Jassy and Zoom CEO Eric Yuan were also in attendance, alongside sports legends like Mike Tyson, FIFA President Gianni Infantino and royalty like Queen Rania of Jordan.

Top administration officials like Secretary of Defense Pete Hegseth, diplomatic envoy Steve Witkoff and Health Secretary Robert F. Kennedy Jr., as well as House Speaker Mike Johnson, were also among the select few who attended the exclusive screening. 

Even if the movie fails at the cinemas, Melania herself is walking away with a massive payday.

As the executive producer, she reportedly secured a deal where she receives 70% of Amazon’s $40 million licensing fee, a much higher offer than the $14 million bid from Disney.

Meanwhile, the film has drawn criticism for its choice of director, Brett Ratner, who has faced multiple sexual misconduct allegations since 2017.

Melania defended the choice, stating, "He was very talented. He was the best one, and he was great to work with."

Taking to Instagram earlier this week, Melania posted: "A historic moment, I am deeply humbled to have been surrounded by an inspiring room of friends, family, and cultural iconoclasts at the White House last night.

"Each of these individuals each brought their unique vision to the world, making a lasting impression. Our personal stories endure time and serve as a reminder of our mutual obligation to one another. It was an honor to present my new film, 'MELANIA', ahead of its global launch."

Meanwhile, South African fans hoping to see the film on the big screen will have to wait to stream it.

Local distributors pulled the plug on the movie being screened at the last minute, citing the "current climate" amidst strained ties between the South African government and the Trump administration.

If you are looking to watch it, the film is expected to appear on Amazon Prime Video by late February.