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  • Amazon’s Promotion of ‘Melania’ Has Critics Questioning Its Motives | Amazon touts ‘Melan…

    Amazon’s Promotion of ‘Melania’ Has Critics Questioning Its Motives | Amazon touts ‘Melan…

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    Amazon touts ‘Melania’ box office success, though film well short of turning a profit

    Fans of President Donald Trump and first lady Melania Trump have made “Melania” a breakout hit by box office standards.

    The documentary is on track to earn about $7 million in its opening weekend, with ticket sales reflecting a familiar red/blue divide in America.

    “Melania” is projected to be the best-performing documentary of its kind in a decade, a takeaway that the first lady trumpeted in a post on X.

    Then again, “Melania” also received a marketing rollout unlike any other documentary, complete with ads on buses and commemorative popcorn tins at theaters.

    By financial standards, the film is not a winner, at least not yet. The company that financed it, Amazon MGM Studios, still has a long way to go to break even.

    Melania Trump documentary shocks at the box office

    "Melania," the controversial documentary featuring first lady Melania Trump, surprised at the box office, notching a $7 million opening weekend, according to estimates released Sunday, Feb. 1, by Amazon MGM Studios.

    Directed by Brett Ratner, who has been in Hollywood exile since denying sexual harassment allegations in 2017, "Melania" had been tracking for a $3 million to $5 million opening. The movie follows the 20 days leading up to President Donald Trump's second inauguration in 2025, from his wife's perspective. Final box-office numbers will be announced Feb. 2.

    Anything over $1 million is "a huge number," said Jeff Bock, senior media analyst for Exhibitor Relations, in an interview with USA TODAY the week before release. "That would mean that a lot of folks who don't normally go to the movies went to this."

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    The dynamic landscape of current events often brings forth significant discussions. Monitoring these developments provides crucial insights.

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  • Melania documentary struggles in UK cinemas as Vue admits sales are ‘soft’ | How once-exiled …

    Melania documentary struggles in UK cinemas as Vue admits sales are ‘soft’ | How once-exiled …

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    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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  • ‘Here We Go Again’: In Melania Trump’s Movie, This Time She Knows What She’s Doing | In M…

    ‘Here We Go Again’: In Melania Trump’s Movie, This Time She Knows What She’s Doing | In M…

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    In Melania the Movie, the most telling details are the ones off screen

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    A new film following the first lady in the run-up to Donald Trump’s second inauguration is the latest in a spate of fly-on-the-walls that tell us everything without saying anything at all, says Katie Rosseinsky

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    Here we go again,” Melania Trump trills in the opening scene of the trailer for her new Amazon documentary. The footage in question was captured at her husband Donald’s second inauguration, with Melania peering out from under that much-memed wide-brimmed black hat.

    Roy Wood Jr. on new Melania Trump documentary

    Comedian Roy Wood Jr. tells Elex Michaelson he's not sure what audiences are expected to learn from the new Melania Trump documentary.

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    The dynamic landscape of current events often brings forth significant discussions. Monitoring these developments provides crucial insights.

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