The highly anticipated documentary on Melania Trump appears to be struggling to find its audience, with reports of disappointing ticket sales leading several theatres to cancel screenings. Released nationwide in the U.S. and in select international markets, the film faces a daunting uphill battle to recoup its substantial production and marketing costs.
Box Office Projections Falter
Analyses of ticket sales reveal that the documentary is on track for a lacklustre opening weekend. Despite Amazon MGM investing $40 million in the project, alongside an additional $35 million for marketing, initial estimates suggest that it may only generate around $5 million in box office revenue. This figure mirrors the opening weekend performances of other niche documentaries, such as Angel Studios’ *After Death*, which also debuted to approximately $5 million in 2023, and Matt Walsh’s *Am I Racist?*, which earned $4.5 million the following year.
The first showings have not inspired much enthusiasm. At the AMC theatre in The Grove, Los Angeles, only 15 out of 132 seats were sold for its inaugural screening by Thursday afternoon. In New York City, the Alamo Drafthouse reported a similar trend, with just two tickets sold for an afternoon screening and a slightly better turnout of 14 for the evening show.
Stronger Sales in Conservative Areas
While ticket sales are generally tepid, the film has found a more receptive audience in certain conservative regions, including Orange County, California, Houston, Texas, and Miami, Florida. A report by *Wired* indicated that the only two completely sold-out screenings in the U.S. occurred at an AMC in Independence, Missouri, and another in Vero Beach, Florida, which is conveniently located near Mar-a-Lago, Trump’s residence.
However, not all theatres are maintaining their screenings. The Mann Plymouth Grand 15 theatre in Minnesota has reportedly cancelled its showings, amid local unrest following recent shootings in the area.
Mixed Reactions from the Premiere
The film premiered at the John F. Kennedy Center for Performing Arts, where President Donald Trump downplayed the disappointing sales figures, attributing them to the challenging landscape for theatre ticket sales post-COVID. “It’s a very tough business in theatres selling movie tickets after Covid,” he remarked. “I think this will do unbelievable — streaming and everything. Theaters are a different world.” The film is set to stream on Prime Video later this year.
The film’s director, Brett Ratner, known for his work on *Rush Hour*, returned to American filmmaking following a hiatus amid allegations of sexual misconduct in 2017. Reports indicate that a significant portion of the crew requested to have their names removed from the credits, with one crew member describing Ratner as “slimy” and Melania as “boring, but totally nice,” as per *Rolling Stone*.
International Markets Also Underwhelming
Internationally, the outlook for *Melania* isn’t promising either. Tim Richards, CEO of Vue, one of the UK’s largest cinema chains, stated that ticket sales have been “soft.” In fact, one of Vue’s flagship locations in Islington, London, reported a mere single ticket sold for its first screening on opening day, with only two bookings for the later showing. In South Africa, the distributor Filmfinity has even cancelled the film’s theatrical release, citing “political reasons.”
Why it Matters
The struggles of *Melania* highlight the challenges faced by politically themed documentaries in a highly polarised landscape. With significant financial backing and a controversial subject, one would expect a stronger turnout. However, the lukewarm reception raises questions about audience appetite for such films, particularly in a post-pandemic world where streaming options dominate. As ticket sales falter, the film’s ability to spark meaningful conversations—or even simply turn a profit—remains uncertain, reflecting broader trends in the film industry and public engagement with political narratives.
