Explore the latest developments concerning Melania documentary struggles.
Melania documentary struggles in UK cinemas as Vue admits sales are ‘soft’
Only one ticket sold for premiere of film about US first lady at Vue’s flagship London branch as insiders question launch strategy
As film exhibitor strategies go, counter-programming is one of the most reliable. It worked for The Dark Knight and Mamma Mia!, released in the US on the same day in 2008, as well as for Dunkirk and Girls Trip in 2017. In 2023, Barbie and Oppenheimer leveraged the tactic to the tune of $2.5bn in combined box office takings.
This week we could see another example as Amazon releases its authorised documentary about Melania Trump in more than 100 UK cinemas. There it will compete against an already-eclectic slate of releases including the Jason Statham action film Shelter, the ape horror Primate, Bradley Cooper’s comedy-drama Is This Thing On? and Richard Linklater’s Jean-Luc Godard fictionalisation Nouvelle Vague.
How once-exiled filmmaker Brett Ratner staged a Hollywood comeback with ‘Melania’
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In late 2024, shortly after her husband, Donald Trump, was reelected as the 47th president of the United States, Melania Trump saw an opportunity: a documentary centered on her life.
The film, a follow-up to her eponymous memoir, would offer a window into the first lady’s private, sphinx-like world, in contrast to that of her bombastic, spotlight-seeking husband.
To direct the film, a fly-on-the-wall chronicle of the 20 days leading up to the inauguration, Melania turned to an unlikely choice: Brett Ratner, who only a few years earlier had been all but banished from Hollywood.
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Amazon pumped millions into ‘Melania’. Ticket sales are soft
New York | President Donald Trump can command the world’s attention with a single post on social media. Yet, a new documentary film about first lady Melania Trump is struggling to fill theatres.
Boxoffice.com, a market researcher, projects $US1 million ($1.4 million) to $US2 million in opening weekend ticket sales for Melania in the United States. Ticketing websites show plenty of seats available for the January 30 debut and the days ahead. NRG, another forecaster, sees about $US5 million, according to the news site Puck.
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