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In a startling box office development, the documentary “Melania,” backed by Amazon MGM Studios, has faced an exceptionally cold reception in UK theaters, though reports of it selling just one ticket nationwide have been debunked as an exaggeration.
The documentary, which offers an intimate look at former First Lady Melania Trump during the 20 days leading up to Donald Trump’s second presidential inauguration, has nonetheless performed dismally across British cinemas since its release.
The widely circulated claim about a single ticket sale stemmed from comments made by Tim Richards, CEO of Vue Cinemas, who told The Guardian that only one ticket had been purchased for a specific 3:10 pm screening at Vue Islington on opening Friday. This isolated data point was quickly extracted and amplified across social media, creating the impression of a complete box office failure throughout the country.
While the single-ticket narrative proved misleading, the broader picture remains concerning for the film’s distributors. Industry insiders confirm that numerous venues reported zero ticket sales, with even the better-performing locations showing minimal interest. Cineworld screenings fared slightly better, with venues like Wandsworth and Broughton selling just four and five tickets respectively.
What makes these figures particularly troubling is the scale of the release. “Melania” opened across more than 100 UK theaters, an unusually wide distribution for a documentary film, suggesting Amazon had high expectations that have not materialized.
Film industry analysts point out that political documentaries typically target niche audiences, making the extensive rollout particularly ambitious. “The audience for political documentaries is already limited, but this release strategy suggested confidence in broader appeal that hasn’t materialized,” noted one industry expert who requested anonymity.
The financial implications for Amazon MGM Studios appear substantial. The studio reportedly invested approximately $75 million in the project, including $40 million to acquire the documentary and an additional $35 million for global marketing efforts. Of that sum, Melania Trump herself reportedly received $28 million from the deal.
Box office projections for the U.S. opening weekend range between a modest $1-5 million, according to reporting from The Independent, suggesting the film will struggle to recoup its significant investment through theatrical release alone.
The timing of Amazon’s acquisition has raised questions about potential strategic motivations beyond pure entertainment value. The bidding for the documentary reportedly occurred shortly after the 2024 presidential election, as major corporations were adjusting to the prospect of another Trump administration.
This context has led some observers to speculate that Amazon’s investment might represent a calculated business decision aimed at establishing favorable relations with the incoming administration rather than a purely profit-driven entertainment acquisition.
“When major media companies make these kinds of investments following an election, there’s often more at play than just box office potential,” explained a former studio executive familiar with political considerations in film distribution. “These decisions can involve complex calculations about regulatory environments and business interests.”
Amazon MGM Studios has not publicly commented on the disappointing box office performance or responded to questions about their acquisition strategy.
The documentary joins a growing list of politically-themed films that have struggled to find audiences in traditional theaters, raising questions about whether streaming platforms might ultimately prove more suitable for such content.
Despite the poor commercial performance, the film continues its theatrical run before an eventual streaming release on Amazon Prime Video, where the company will have another opportunity to reach viewers who may be interested in this glimpse into one of American politics’ more enigmatic figures.
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12 Comments
The struggles of the Melania Trump documentary in the UK seem to underscore how divisive she remains as a public figure. Filmmakers will need to carefully consider how to position the film to reach audiences.
Agreed. The political baggage associated with Melania Trump is likely a significant hurdle for this documentary. Distributors will need to find a way to market it that overcomes that challenge.
The apparent lack of interest in the Melania Trump documentary in the UK is not too surprising. As a highly polarizing figure, a film solely focused on her may simply not have broad enough appeal to succeed commercially.
You make a good point. The documentary’s subject matter may be too niche to attract a wide audience, even in markets where Melania Trump is a well-known public figure.
The box office woes of the Melania Trump documentary in the UK highlight just how polarizing she remains as a public figure. It will be interesting to see if the film finds more success in other markets.
Agreed. The documentary’s performance in the UK may not be indicative of how it will do globally. Audiences in other countries could have a very different reaction.
I’m not surprised the Melania documentary is having trouble in the UK. The former First Lady is a very divisive figure, and a film about her may just not appeal to a wide audience.
Yeah, the political controversy around Melania Trump could definitely be a factor. Distributors will need to carefully consider how to market the film to overcome that challenge.
While the single-ticket claim was exaggerated, the broader poor performance of the Melania Trump documentary in UK theaters is still noteworthy. Clearly the subject matter is not resonating with British audiences.
It’s possible the documentary just doesn’t have broad enough appeal to succeed commercially, even if it provides an interesting behind-the-scenes look at the former First Lady.
Interesting to hear that the Melania Trump documentary is struggling at the UK box office. I wonder if the subject matter is just not resonating with audiences over there.
The single-ticket claim does seem to be an exaggeration, but the broader poor performance is still notable. Filmmakers will need to understand what’s driving the lack of interest.