Early signs suggest that Melania Trump’s documentary is struggling to gain traction in the UK ahead of its theatrical release. Despite a wide rollout across more than 100 cinemas, advance ticket sales appear muted, with exhibitors reporting minimal bookings at several central locations.
Melania Trump’s documentary is reportedly struggling in UK pre-sales
A documentary about First Lady Melania Trump is facing a frosty reception from UK cinemagoers, with pre-sale figures suggesting a dramatic box-office flop. The film, which has its official premiere this week, is struggling to sell even a single ticket for many of its scheduled screenings across Britain.
The authorized film, simply titled Melania, is undergoing an extensive theatrical release as a documentary. This strategy places it in direct competition with a range of new releases, from action to horror. However, the counter-programming gamble does not appear to be paying off.
Data from leading cinema chains reveals alarmingly low interest. Tim Richards, CEO of Vue International, confirmed that pre-sales are “soft,” providing stark examples. At Vue’s flagship Islington location in London, just one ticket was sold for the first Friday afternoon screening, with only two booked for an evening showing. As of then, all seats remained available for 28 separate screenings at Vue branches in Blackburn, Castleford, and Hamilton.
Other venues fared only marginally better. A Cineworld in Wandsworth sold four tickets, while five were booked in Broughton. The dismal numbers have led industry analysts to speculate that the release is using a “four-walling” model. In this system, the distributors pay a fixed fee to secure screens regardless of ticket sales.
Amazon MGM Studios acquired the rights for $40 million. This sum reportedly included a substantial payment to Melania Trump herself, and she has mounted a $35 million global marketing campaign. The film documents the 20 days leading to Donald Trump’s return to power in January 2025 and had a White House screening over the weekend. Despite the fanfare, public appetite seems minimal in the UK. Melania Trump’s documentary’s vast number of screens means its per-theater average is likely to be remarkably low (via The Guardian).
Originally reported by Devanshi Basu for Mandatory.
