Amazon and Partners Promote ‘Melania’ Documentary: Is There an Audience for It?
The anticipated documentary on Melania Trump, produced by Amazon MGM Studios, has sparked considerable interest, but early indicators suggest it may struggle to find its footing in the market. Reports indicate that the studio invested a staggering $40 million for licensing rights and an additional $35 million on marketing.
According to multiple international sources involved in film distribution, presales for the documentary have been described as “soft.” This sentiment was echoed by Vue CEO Tim Richards during a recent interview with The Telegraph.
In the United States, projections estimate an opening weekend box office between $1 million and $5 million across 1,500 screens. The film’s performance in the UK appears even more daunting, with bookings at 160 sites yet to yield significant ticket sales. As of Thursday, just approximately 2,400 tickets had been presold over more than 2,200 screenings, averaging merely 1.1 tickets per screening.
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The film has reportedly sold less than 0.75% of available seats in the UK for the upcoming weekend, suggesting a performance on par with the re-release of the 2012 animated film, Room on the Broom, commonly shown at UK cinema clubs for young children. Shear Entertainment, overseeing UK bookings, declined to comment.
In Australia, reports revealed that only one ticket was presold across a dozen Hoyts cinemas this week. South Africa has seen the film pulled from circulation, apparently due to political motivations. Meanwhile, social media users in various countries have begun sharing images of nearly empty theaters, reflecting a trend observed in the U.S.
“Surprised MELANIA is playing here in Germany. Smallest theater at the multiplex and only 1 showing at per day at 11am. So far, 3 tickets sold-0 for Friday, 1 for Saturday and 2 on Sunday.” pic.twitter.com/LrvIvt0dYJ
— HeadOnFire (@HeadOnFire3) January 28, 2026
Despite indications of lackluster interest, Amazon has pursued an aggressive marketing strategy. Billboards and LED displays promoting the film have been prominently showcased in major cities such as Mexico City, Tokyo, London, and Madrid, alongside significant outdoor advertising efforts in Italy and the Middle East. FilmNation has been managing international sales, leveraging local theatrical contacts in approximately 20 markets, though they chose not to comment on the situation.
In London, notable advertising efforts include:
“Some of that reported $30+ million for publicity for the Melania film in bright lights and big screen of London’s Piccadilly Circus” pic.twitter.com/K12elGK98P
— Victoria Uwonkunda (@Afroscandi) January 28, 2026
Moreover, sightings of Melania billboards have emerged in Italy, Madrid, and Dubai:
“Si prevede che #Melania, documentario su Melania Trump diretto da Brett Ratner, sarà un clamoroso disastro. Il doc, pagato 40 milioni di dollari da Prime Video ai quali aggiungere 35 milioni di marketing, potrebbe NON andare oltre i 3/5 milioni d’incasso al debutto USA” pic.twitter.com/VinMagqQmv
— ApocaFede (@DrApocalypse) January 28, 2026
“Pictures taken in Madrid on January 22, 2026 show a giant advertising billboard for the upcoming documentary film, ‘MELANIA'” pic.twitter.com/qvcI3bYdoZ
— FLOTUS Report (@MELANIAJTRUMP) January 22, 2026
Why has Amazon committed such substantial resources to this project? Former Amazon executive Ted Hope suggested to the New York Times that the financial outlay could be seen as an attempt to curry favor or even an implied bribe. Historically, powerful studio executives have urged their film divisions to promote certain projects, but the scale of this investment is notably unprecedented.
Despite this financial commitment, transparency surrounding the film has been minimal. There were no preview screenings, and the press was not permitted to attend the U.S. premiere at the Kennedy Center in Washington, D.C., which was marked by an emphasis on political figures rather than artistic merit. Furthermore, sources indicate that Amazon may not disclose international box office figures for Melania. The company declined to comment on this report.
Film studios typically engage with journalists ahead of a film release, but Melania has seen a different approach. International theatrical partners have been reticent about their involvement, as the movie is perceived as detrimental public relations for those affiliated with it. The film’s creator, Brett Ratner, has faced allegations of sexual assault from multiple women, which he denies. Moreover, it coincides with troubling times, marked by reports of government actions against immigration and significant job cuts within Amazon.
Vue’s CEO, Tim Richards, one of the few industry figures willing to comment publicly about the film, told The Telegraph that they have received numerous emails from the public criticizing the decision to screen it. “I have told everyone that, regardless of how we feel about the movie, if it is BBFC [British Board of Film Classification] approved we look at them and 99% of the time we will show it,” he stated. “We do not play judge and jury to censor movies.”
