Melania Trump Documentary Faces UK Cinema Struggles as Vue Reports 'Soft' Sales
The authorised documentary about former US First Lady Melania Trump is encountering significant challenges in UK cinemas, with Vue Entertainment admitting that advance ticket sales are "soft" across the country. The film, which is being released in more than 100 cinemas nationwide, has generated minimal interest from British audiences according to early booking figures.
Premiere Screening Sees Minimal Interest
At Vue's flagship Islington branch in London, just one ticket had been sold for the first 3.10pm screening on Friday, with only two bookings for the 6pm showing. The situation appears similarly bleak at other Vue locations, with all seats remaining available for 28 screenings across the Blackburn, Castleford and Hamilton branches at the time of publication.
Other cinema chains show slightly better but still modest figures, with Cineworld's Wandsworth branch selling four tickets and five backrow seats booked at the Broughton location. These numbers represent a concerning start for a film receiving such extensive theatrical distribution.
Exhibitor Strategy Under Scrutiny
Industry analysts have questioned the release strategy for the documentary, with one suggesting the approach may involve "four-walling" - where distributors pay cinemas a set fee to screen a title regardless of audience numbers. This would explain why so many exhibitors have agreed to show a film with such modest commercial prospects during a competitive period for screen time.
Tim Richards, Vue's chief executive, revealed he had received numerous emails from the public criticising the decision to screen the film. He defended the company's position, stating: "I have told everyone that, regardless of how we feel about the movie, if it is BBFC approved we look at them and 99% of the time we will show it. We do not play judge and jury to censor movies."
Documentary's Production and Marketing
Amazon MGM Studios acquired the rights to the film for $40 million (£30 million), with reports suggesting a considerable portion went to Melania Trump herself. The company is spending an additional $35 million on a global marketing campaign, though this has primarily focused on the US market through television spots, billboards and a takeover of Las Vegas's immersive events venue The Sphere.
The documentary, which chronicles the 20 days preceding Donald Trump's return to power in January 2025, had its White House screening last Saturday and will receive its official premiere at Washington's Kennedy Center on Thursday before releasing in 27 countries worldwide.
Box Office Comparisons and Projections
Initial US projections from Boxoffice Pro estimated opening weekend takings between $1-2 million, though more recent analysis from the National Research Group suggests domestic earnings could reach $5 million. These figures pale in comparison to documentary successes like Michael Moore's Fahrenheit 9/11, which earned $24 million in its first weekend back in 2004.
UK projections remain difficult to determine beyond extrapolations from the sluggish advance sales. The film's extensive rollout - most documentaries typically receive about 25 venues - means that even if audiences eventually materialise, the per-screen average is likely to be disappointingly low.
Recent documentary performances provide context for these concerns. Prime Minister, about former New Zealand leader Jacinda Ardern, earned £33,000 across 28 UK screens during its first weekend in December 2025, while Becoming Victoria Wood opened on 23 screens earlier this month with £21,000 in opening weekend revenue.
Production Background and Controversies
Melania Trump serves as an executive producer on the documentary, with her agent Marc Beckman emphasising her substantial involvement in all aspects of production. "She was involved in the production, the postproduction, all of the ad campaign, the trailer," he told One America News. "And when I say involved, I mean she's not just approving. She built that trailer. She created the cliffhanger, she selected the music."
The film marks director Brett Ratner's first project since facing multiple accusations of sexual misconduct in 2017, which he denied and resulted in no charges being brought. Ratner, best known for the Rush Hour franchise, recently received approval for a fourth instalment after Donald Trump called for the series to be revived.
Despite the film's struggles in UK cinemas, Donald Trump has promoted it enthusiastically on social media, posting photos from the White House screening and declaring the documentary "a MUST WATCH" with tickets "selling out, FAST!" - claims that contrast sharply with the actual booking figures emerging from British cinemas.
