In a blow to expectations, the highly promoted documentary Melania has stumbled badly as it hit cinemas in the United Kingdom this week, with one of the biggest cinema chains revealing virtually no audience turnout ahead of its premiere.
Amazon MGM Studios, which shelled out $40 million for distribution rights and reportedly poured another $35 million into global marketing, rolled out the authorized film in more than 100 UK theaters. Despite that splashy campaign and lavish premieres including a White House screening with A-list guests, the documentary’s advance ticket sales have been described as “soft” by Vue International’s chief executive.
At Vue’s flagship cinema in London’s Islington district, just one ticket had been sold for the 3:10 p.m. Friday screening, with only two booked for a later show. Staff at other branches reported that all seats remained available for several scheduled showings.
The documentary, which follows Melania Trump in the 20 days before her husband’s January 2025 inauguration, is Melania’s most personal project to date; she served as an executive producer with tight editorial control. President Donald Trump took to social media insisting the film was “selling out, FAST!” but the on-the-ground reality in UK booking portals paints a starkly different picture.
Online reaction has been swift and scathing, with viewers mocking the turnout and questioning the strategy behind the expansive release. Industry analysts say the low per-screen interest suggests the film may struggle to earn back its hefty investment overseas.
