Melania Trump returned to the spotlight in the US this week after her self-titled documentary Melania arrived on Prime Video following a soft run in cinemas, with Jimmy Kimmel mocking the film on air and a forensic psychiatrist arguing that the ridicule may actually send more viewers its way.
The film had already struggled to build much momentum on the big screen before moving to streaming just six weeks after release, with reports putting its cost at $75 million and its box office haul at about $16.6 million. That gap is the story hanging over Melania now, because once a film slips from cinemas to a platform people already pay for, curiosity can become a far cheaper habit.
