“Melania” Documentary Faces Empty Theaters Despite Lavish Marketing Spend
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Despite a $75 million investment from Amazon MGM Studios and high-profile promotion, the documentary Melania, focusing on former First Lady Melania Trump, is struggling to draw audiences. A extensive analysis conducted by WIRED reveals that, as of Thursday, the vast majority of showtimes across the United States remain largely empty, with only two screenings officially sold out ahead of Friday’s general release.
The film, directed by Brett Ratner – known for the Rush Hour series and recently embroiled in controversy over past allegations of sexual misconduct – reportedly cost Amazon $40 million for the rights and an additional $35 million for marketing. Ratner has previously denied the allegations, and did not respond to requests for comment. The promotional push included a special White House screening attended by CEOs like Apple’s Tim Cook and AMD’s Lisa Su, and enthusiastic endorsements from former President Trump on his social media platform, Truth Social, where he claimed tickets were “Selling out, FAST!”
Sparse Attendance Across the US and UK
The reality, however, paints a diffrent picture. WIRED reporters reviewed nearly 1,400 showtimes across 329 theaters near 64 of the 100 US cities ranked by BetMGM as the “Best US Cities to See a Movie.” Of those screenings, only the 12:55 pm showing at the AMC Classic indian River 24 in Vero Beach, Florida, and the 1 pm showing at the AMC Independence Commons 20 in Independence, Missouri, were fully sold out. Both of these screenings were offered at a 20 percent discount, standard for showtimes before 4 pm.
The situation is equally bleak overseas. according to The Guardian, as of Monday, only one ticket had been sold for the 3:10 pm screening at Vue’s flagship London location. That number had increased to 13 by Thursday, according to WIRED’s review. Screenshots circulating online further illustrate the widespread emptiness of theaters showing the documentary.
A Focus on Style Over Substance?
The trailer for Melania offers a glimpse into the film’s aesthetic, largely featuring the former First Lady walking through opulent spaces while wearing sunglasses. Numerous close-ups focus on her high-heeled feet traversing various surfaces – rugs, hardwood floors, pavement, and stairs – and her signature boater hat, which obscures her face, also makes a prominent appearance.
One analyst noted that the trailer’s emphasis on visual style, rather than substantive content, may be contributing to the lack of public interest. “it feels more like a fashion film than a documentary,” they stated.
Canceled Showings and Unexplained Anomalies
During WIRED’s review, showtimes for Melania at the Mann Plymouth Grand 15 theater in Minnesota were reportedly canceled. This theater is located in Hennepin County, Minnesota, an area recently impacted by a important increase in federal immigration enforcement activity, resulting in tragic loss of life. Representatives for the theater did not respond to a request for comment regarding the cancellation.
Furthermore,a third showtime in Florida briefly appeared to be sold out on Thursday afternoon,but two front-row seats subsequently became available upon rechecking the listing. As of Thursday afternoon, no tickets had been sold for the 10:15 pm screening at the AMC Port Chester in Connecticut, a 276-seat theater.
While WIRED’s analysis provides a snapshot of ticket sales, it’s crucial to note that the review was not exhaustive. The publication reviewed listings on Fandango, but not all theaters utilize this platform.Additionally, some theaters do not offer advanced seat selection, and tickets can be purchased up until showtime.
Despite the extensive marketing campaign and the high-profile subject matter, Melania appears to be facing a significant challenge in attracting audiences, raising questions about the film’s appeal and the effectiveness of its promotional strategy.
