Melania Trump's documentary Melania: Twenty Days to History opened on 1,500 screens across the US in late January and, two weeks later, had taken $13.5 million domestically, leaving Amazon MGM, director Brett Ratner and the First Lady confronting the question hanging over the release.
For all the attention around the film, the issue now is whether a reported $75 million spend was reckless in old fashioned box office terms or shrewd in a business that no longer lives by ticket sales alone.
