Melania Documentary's UK Debut Marred by Sparse Audiences
While Thursday night in Washington DC witnessed a star-studded black-carpet premiere for Melania, Brett Ratner's $40 million documentary about the former first lady, the UK opening told a starkly different story. On Friday morning at the Light cinema in Sittingbourne, Kent, screen three—a 34-seater—prepared for its 9:40am screening with all tickets unsold. An usher noted that such early showings are unusual, typically reserved for kids' films, highlighting the film's challenging rollout.
A Grand Premiere Versus Global Empty Seats
The Washington premiere at the recently renamed Donald J Trump and John F Kennedy Center for the Performing Arts featured guests like House speaker Mike Johnson and health secretary Robert F Kennedy, who waved from a black carpet honouring Melania Trump's favourite colour. However, once the film began, profiling her over the 20 days leading to her husband's January 2025 inauguration, the press was barred. In contrast, the UK screening welcomed everyone but attracted no buyers, with doors locked and only gulls outside the multiplex ten minutes before start time.
This pattern repeats across approximately 100 UK cinemas and 1,500 in the US, where Melania is screening, as well as 3,000 globally. Only Slovenia, Melania's native country, shows strong interest, with Friday evening screenings in Ljubljana nearly sold out. The film is projected to earn $3-5 million in the US over its opening weekend, but international sales are much softer, raising questions about its $100 million break-even target.
Industry Suspicion Over Amazon's Release Strategy
The film's wide release—unusual for documentaries, which in the UK typically cap at 25 locations—and odd screening times have sparked industry suspicions. Some experts suggest Amazon might be employing "four-walling," a practice where distributors rent cinema screens for a flat fee, keeping box office revenue while cinemas profit from concessions. If true, Amazon could be paying around £4,080 for a week in Sittingbourne, recouping just over £100 from ticket sales.
Steven Gaydos, a veteran entertainment journalist, calls the numbers "surreal and certainly unprecedented," noting the documentary's high cost against low public interest. Amazon has not commented on these allegations, previously stating they licensed the film because "customers are going to love it."
Controversy and Criticism Surrounding the Film
Melania Trump reportedly paid herself $28 million for her involvement and oversaw much of the promotion, claiming the film appeals to teenagers and young women. However, it faces backlash: in South Africa, release was cancelled due to "recent developments" and Trump's unpopular comments, while in the US, posters have been defaced. Director Brett Ratner, accused of on-set misconduct by anonymous sources in a Rolling Stone report, addressed crew members requesting credit removal, understanding their need to "feed their family."
Ratner, who divides his time between Israel and Trump's Mar-a-Lago estate, is now working on a spin-off mini-series about Melania before reviving the Rush Hour franchise. As the film continues its week-long run with 12 showings in Sittingbourne and only six seats sold so far, its future at the box office remains uncertain, with industry watchers anticipating further embarrassment from empty theatres.
