The London premiere of the much-publicised documentary about former First Lady Melania Trump has proven to be a spectacularly low-key affair, with initial screenings attracting only a handful of cinema-goers. This comes despite enthusiastic promotion from former US President Donald Trump, who declared the film a "MUST WATCH" and claimed tickets were "selling out, FAST!" in other markets.
A Tepid Reception in the Capital
Director Brett Ratner's affectionate cinematic tribute, simply titled Melania, debuted at the Vue cinema in Islington, North London, last Friday. The first screening, scheduled for 3:10 pm, saw just a single ticket purchased. A later 6 pm showing performed marginally better, attracting two attendees. The film is being shown in the venue's intimate 25-seat theatre, where forthcoming screenings appear to be experiencing similarly modest levels of interest from the British public.
Industry Reaction and Distribution Strategy
Vue's chief executive, Tim Richards, acknowledged to the Guardian that UK ticket sales for the documentary had been "soft" so far. Industry sources have suggested the film's distributors might be employing a "four-walling" arrangement, where a fee is paid to cinemas to guarantee screenings, regardless of audience numbers. One source remarked they would be "amazed if box office gets reported on this title." The Mirror contacted Vue for specific sales data but has not yet received a response.
Substantial Financial Backing Despite Low Turnout
The lukewarm UK premiere stands in stark contrast to the significant financial investment behind the project. Amazon MGM Studios reportedly spent $40 million (approximately £29m) to acquire the polished documentary. Furthermore, a marketing budget of around $35 million (roughly £25m) has been allocated—a sum more commonly associated with a smaller feature film than a documentary.
The studio opted against holding advance screenings for critics, though a private viewing was organised by Melania Trump and director Brett Ratner in the White House's East Room over the weekend. Filming took place across the 20 days preceding Donald Trump's 2025 inauguration.
Analyst Forecasts and Corporate Defence
Cinema industry analysts NRG have forecast an opening weekend in the region of $5 million for Melania. However, the Hollywood Reporter indicates that cinema operators remain sceptical, citing lacklustre advance bookings. Documentary maker Stefano Da Frè, who was not involved in the production, told CNN that Amazon, as a "data-driven" company, would have conducted thorough research before committing such substantial resources.
An Amazon MGM Studios spokesperson dismissed characterisations of the film as a "vanity project," stating: "We licensed the film for one reason and one reason only - because we think customers are going to love it." The promotional material for the film invites viewers to "step inside Melania Trump's world" and witness her navigation of the White House transition and inauguration plans through exclusive footage.
