A documentary about US First Lady Melania Trump attracted just one viewer at its UK premiere screening in north London, despite President Donald Trump’s assertions that tickets are “selling out, FAST!”
The £29 million film, directed by Brett Ratner, debuted at Vue’s Islington cinema at 3.10pm on Friday, 23 January, with a single ticket purchased for the screening. A subsequent 6pm showing performed marginally better, attracting two attendees. The screenings took place in the cinema’s 25-seat theatre.
On Monday, 26 January, President Trump shared photographs from a celebrity-filled premiere of the documentary on social media, declaring the film “a MUST WATCH.” However, the UK launch has generated a markedly different response.
Tim Richards, chief executive of Vue, acknowledged to the Guardian that UK ticket sales for the documentary had been “soft” so far. One industry source suggested to the Mirror that the film’s distributors could be paying cinemas a fee to show the documentary, a practice known as “four-walling.”
The source added: “I’d be amazed if box office gets reported on this title.” The Mirror contacted Vue requesting details about ticket sales but is still awaiting a response.
According to reports, Amazon MGM Studios spent $40 million (£29 million) acquiring the documentary, alongside a marketing budget of approximately $35 million (£25 million). The promotional spend is particularly notable, aligning with budgets typically allocated to smaller feature films rather than documentaries.
The studio opted against advance screenings for critics. The First Lady and Ratner organised a private viewing in the White House’s East Room over the weekend. Filming took place across the 20 days preceding Donald Trump’s 2025 inauguration.
Amazon’s promotional release stated: “Step inside Melania Trump’s world as she orchestrates inauguration plans, navigates the complexities of the White House transition, and moves her family back to the Nation’s Capital. With exclusive footage capturing critical meetings, private conversations, and never-before-seen environments, Melania showcases Mrs. Trump’s return to one of the world’s most powerful roles.”
Cinema industry analysts NRG have forecast an opening weekend in the $5 million bracket for the documentary. However, the Hollywood Reporter suggests cinema operators remain sceptical given lacklustre advance bookings.
Documentary maker Stefano Da Frè, who had no involvement in the production, told CNN that Amazon would have conducted thorough research before committing such substantial resources. “With all their tools, all their AI, Amazon Web Services – they didn’t just come up with that number randomly. They believe, through their metrics, that it’s worth that amount,” he said.
Dismissing claims that Amazon chief Jeff Bezos had committed such a substantial sum to what has been characterised as a “vanity project,” an Amazon MGM Studios spokesperson stated: “We licensed the film for one reason and one reason only – because we think customers are going to love it.”
