Tim Richards, chief executive of Vue Cinemas, one of the UK’s largest theatre operators, said public interest in the film titled Melania was “almost non-existent.” At a Vue cinema in Islington, London, only one ticket was sold for the premiere screening on Friday afternoon, while just two tickets were booked for an evening show. The pattern was repeated elsewhere. In Blackburn, Castleford and Hamilton, not a single ticket was sold across 28 scheduled screenings.
The documentary, produced by Amazon Studios, is among the company’s most expensive nonfiction acquisitions. Amazon reportedly paid $40 million (approximately ₹340 crore) for the distribution rights and spent an additional $35 million on global marketing. Despite the investment, the film’s early performance in the UK has raised questions about its commercial prospects outside the United States.
In another setback, major cinema chains in South Africa have cancelled the film’s release. Local distributors cited “the current climate” as the reason for pulling the documentary shortly before its scheduled screenings, though no further explanation was offered.
The film focuses on the period following Donald Trump’s victory in the 2024 US presidential election and documents the 20 days leading up to his inauguration and the Trumps’ return to the White House. It offers a mix of public appearances and private moments, portraying Melania Trump as a businesswoman, wife and mother preparing for another term as First Lady.
Launching the documentary at the New York Stock Exchange earlier this week, Melania Trump described the project as a rare glimpse into a critical moment in American political life. “For the first time, people will see the days before the inauguration through the eyes of an incoming First Lady,” she said.
The documentary has also been surrounded by controversy. According to a report by Rolling Stone, nearly two-thirds of the production crew have sought to have their names removed from the credits. Several crew members reportedly objected to the film’s political tone and raised concerns about working conditions. The film is directed by Brett Ratner, who faced multiple allegations of sexual harassment in 2017, which he has denied.
Despite the muted international response, analysts suggest the documentary may still serve a political purpose. Historians say it appears aimed at reshaping Melania Trump’s public image, particularly among undecided Americans, ahead of her renewed role on the global stage.
