Melania Trump’s self-titled documentary is headed for a dismal theatrical debut, with booking websites revealing completely empty auditoriums across major American cities on opening night.
At Jacksonville’s busiest cinema, a Cinemark venue, not a single ticket had been purchased for the 9:55 pm screening, with all seats, including bulk purchases of up to 20, remaining available.
Atlanta showed an identical picture, with one social media user posting evidence of zero sales for a 3:30 pm showing at a busy theatre, writing: “Zero sold in Atlanta. Opening night. Busy theater.”
British audiences seem equally unenthused.
Vue chief executive Tim Richards told The Telegraph that early indicators suggested the film was unlikely to attract large crowds when it opens in UK cinemas on Friday.
The Trumps are expected to walk the red carpet at the Kennedy Center this evening for the documentary’s premiere, before the film opens in cinemas worldwide on Friday.
Amazon secured the project for $40 million (£29 million), allegedly the largest documentary acquisition in history, outbidding Disney, Netflix, and Paramount in a fierce competition.
The streaming giant has since invested an additional $35 million (£25.5 million) in a global marketing campaign to fill theatres internationally, though early signs suggest overseas interest remains “soft”, according to The Guardian.
Speaking at the New York Stock Exchange on Wednesday, the First Lady said: “My new film, ‘Melania,’ provides a window into an important period for America, the 47th presidential inauguration.
“For the first time in history, people will witness the 20 days leading up to the inauguration through the eyes of an incoming first lady.”
Australian cinemas are said to be experiencing similarly tepid demand.
A survey of Hoyts venues across Sydney revealed largely empty screening rooms ahead of Friday’s premiere.
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The chain’s Chatswood theatre had secured just 11 reservations for its 8:30 pm Friday session, while Saturday’s showing attracted a mere two bookings.
Northern Beaches audiences proved even less interested, with Warringah Mall’s Hoyts recording a solitary seat reserved for its 4:30 pm Friday premiere.
Western Sydney’s Wetherill Park location fared marginally better with three tickets sold for its 6:45 pm opening night screening.
Most dramatically, South African distributor Filmfinity has pulled the documentary from local cinemas entirely.
The film had been scheduled for release across major chains, including Ster-Kinekor and Nu Metro, but mounting concerns about its reception in a country with a sensitive historical context prompted a complete withdrawal.
Industry projections paint a grim picture for the documentary’s opening weekend performance.
Cold weather across much of the United States and ongoing demonstrations against the Trump administration’s immigration enforcement policies may also dampen turnout.
Behind the scenes, the production process was far from smooth
Rolling Stone published a damning feature describing the filmmaking as “chaos,” with the report dropping just as Trump administration officials gathered at the White House for a private screening complete with branded popcorn buckets and gift boxes bearing the First Lady’s image.
Some crew members have openly expressed dissatisfaction with the project. One source told Rolling Stone they “would really feel great” if the documentary bombs at the box office.
Others voiced complaints about working with director Brett Ratner, who has largely remained absent from Hollywood since multiple women accused him of sexual misconduct during the height of the #MeToo movement.
The documentary marks Ratner’s first directorial effort since 2014’s Hercules.
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