Amazon’s Melania Trump Documentary Underwhelms at the Box Office
This week marked the rollout of Amazon’s much-anticipated documentary on Melania Trump, debuting across over 100 cinemas in the UK. Despite lofty expectations and a substantial marketing budget, initial ticket sales have proven dishearteningly lackluster.
The film’s rights were acquired by Amazon MGM Studios for a staggering $40 million (£30 million), a portion of which was reportedly allocated to the documentary’s subject.
In addition, a robust global marketing campaign, costing $35 million, has primarily targeted American audiences through television spots, billboards, and a takeover of Las Vegas’s experiential venue, The Sphere.
At the Islington branch in London, the film’s first screening at 3:10 PM sold only one ticket, and by the 6 PM showing, just two tickets had been booked, according to a report by The Guardian.
Throughout the 28 screenings scheduled in Blackburn, Castleford, and Hamilton, not a single seat had been reserved at the time of reporting.
In contrast, the Cineworld in Wandsworth managed to sell four tickets, while five back row seats were booked at Cineworld in Broughton. Vue’s chairman, Richards, responded to the growing public criticism regarding the film’s screening, stating, “We do not play judge and jury to censor movies.”
He emphasized that as long as the film is BBFC [British Board of Film Classification] approved, it will be shown.
The documentary chronicles the 20 days leading up to Donald Trump’s anticipated return to power in January 2025.
It was recently screened at the White House and is scheduled for its official premiere at Washington’s Kennedy Center, renamed the Trump-Kennedy Center—a contentious move—in the coming days before its release across 27 nations.
Public Reactions on Social Media
The film’s dismal ticket sales and extravagant budget have sparked a wave of amusement on social media. One user on X remarked, “I’m sorry, this is hilarious! Only one ticket was sold for the UK premiere of Melania’s film—sales are being described as ‘soft.’ Who would actually go see such a thing?”
Another commented, “Congrats on getting Amazon to waste $30+ million to market this garbage to empty theaters.
Hilarious.” Additional comments illuminated the dismay surrounding the venture, with one user stating, “Melania the Movie is a disaster for Amazon and embarrassing for Melania and Trump. $5 million opening weekend—an average of $3,571 for each theater. FAILURE!”
One particularly enthusiastic observer remarked, “I’m laughing so loud I scared my dog! They spent over $35 million on marketing the Melania Trump movie in England, and it resulted in one ticket sold!”
Source link: Timesofindia.indiatimes.com.
