Mackenzie Dern went full Melania Trump on Instagram last week, channeling her inner First Lady at what might be the most expensive flop in documentary history. While the UFC strawweight champion turned heads on the red carpet, theaters across America remained about as empty as the film’s critical praise.
Mackenzie Dern Poses for Melania Doc Flop While Theaters Stay Empty
The documentary “Melania” crashed into theaters on January 30 with a reported $75 million price tag, $40 million for distribution rights and $35 million for marketing. Amazon MGM Studios clearly expected a blockbuster. What they got was a box office bomb that barely scraped together $7 million in its opening weekend, despite playing in 1,778 theaters.
Dern wasn’t the only UFC fighter showing support for the project. Conor McGregor tweeted his enthusiasm days before the premiere, writing “Very excited to watch this!” on X. But enthusiasm doesn’t equal ticket sales. Social media lit up with screenshots of practically empty theaters from Boston to Jacksonville, with some screenings selling zero tickets right up to opening night.
The Washington D.C. premiere at the Trump-Kennedy Center on January 29 drew a guest list heavy on MAGA figures and light on actual Hollywood stars. Nicki Minaj showed up in a baby-blue Schiaparelli dress, joining Dr. Oz, Dr. Phil, Fox News personalities, and cabinet members. Several former NFL players and unnamed UFC fighters were reportedly in attendance, though most avoided the spotlight.
Critics absolutely savaged the documentary, giving it a 6% rating on Rotten Tomatoes. Variety called it “a documentary that never comes to life” and “a shameless infomercial”. Audiences who actually bought tickets disagreed, awarding it a 99% score and an A CinemaScore. That’s a 92-point gap between critics and audiences.
Empty Theaters, Full Red Carpet: How Mackenzie Dern Became Melania’s Only Cheerleader
The film performed best in red counties and conservative strongholds like Dallas, Orlando, Tampa, and West Palm Beach, not traditional box office powerhouses like New York or Los Angeles. Rural theaters contributed an unusually high 46% of opening weekend revenue. Meanwhile, theaters in blue areas struggled to fill seats. London’s Vue Islington cinema sold just one ticket for its first Friday showing.
President Trump hyped the film relentlessly on social media, claiming showtimes were “selling out, FAST!” despite overwhelming evidence to the contrary. Some Minnesota theaters reportedly canceled screenings entirely. South Africa’s distributor pulled the release altogether for “political reasons.”
Dern’s Instagram post showing her at the premiere fits her current role as the UFC’s glamorous ambassador since winning the strawweight title in October 2025. She’s been everywhere, Golden Globes red carpet, UFC 324 broadcasts, promotional appearances, leveraging her championship into mainstream visibility. But even her star power couldn’t save this documentary from being what multiple outlets called a “flop, pure and simple.”
With theaters keeping roughly half of ticket sales, “Melania” needs $40-45 million domestically to break even. At $7 million for the opening weekend and dismal advance sales afterward, that target looks impossible. Amazon’s investment appears less about box office returns and more about staying in the Trump administration’s good graces, according to industry speculation.
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