Melania Trump Documentary Faces Poor Opening Despite Amazon's Massive Investment
A new documentary titled "Melania" that explores the life of Slovenian-born former US First Lady Melania Trump is reportedly heading for a disappointing opening weekend across multiple markets. This comes despite the film being backed by an extraordinary multimillion-dollar licensing agreement with tech giant Amazon, according to several media reports.
Empty Theaters and Global Pullouts
Across various social media platforms, numerous internet users have been sharing screenshots showing cinema booking systems with zero seats sold for scheduled screenings of the documentary. A detailed report by The Guardian suggests that in the United Kingdom as well, the film is expected to make what industry insiders describe as a "soft opening" with minimal audience turnout.
In a significant development, South Africa's primary cinema chains have completely pulled the documentary from their schedules. The distributor cited "the current climate" as the reason for this decision, though they did not elaborate further on what specific factors influenced this move.
Desperate Measures to Fill Seats
Perhaps the most telling sign of the documentary's struggle to attract viewers comes from an advertisement posted on Craigslist that offers free tickets plus $50 per seat to anyone willing to attend screenings in the Boston area during the opening weekend. The advertisement explicitly states: "Attend MELANIA documentary at any Boston area theatre during opening weekend (this upcoming weekend). Free tickets + $50 per seat occupied."
What the Documentary Promises
The film promises viewers a behind-the-scenes glimpse into Donald Trump's return to power, documenting the crucial 20 days leading up to his second inauguration through the perspective of his wife Melania. Since her husband's return to the White House in January 2025, Melania Trump has maintained a relatively mysterious public presence, often choosing to spend her time with their son Barron in New York and Florida rather than engaging in high-profile political activities.
Melania Trump herself addressed the documentary during an appearance on Fox and Friends, stating that the film would give people a genuine look behind the enigma of her public persona. "They will see how I work, who I am, how I communicate with people, and they will know me a little bit more," she explained. A teaser released in December showed the former model looking directly at the camera just before her husband's second swearing-in ceremony at the US Capitol, uttering the telling phrase: "Here we go again."
Amazon's Substantial Financial Gamble
According to multiple US media reports, Amazon has committed to a staggering $40 million licensing deal for exclusive rights to the documentary. Melania Trump, who served as executive producer on the project, is set to receive an impressive 70 percent of this substantial amount. Industry sources indicate that the next highest bid came from Disney, which reportedly offered only $14 million for the rights.
Beyond the licensing agreement, Amazon has reportedly invested an additional $35 million marketing campaign to promote the documentary. This comprehensive promotional effort includes television commercials, billboard advertisements, and an ambitious simulcast event across 25 theaters simultaneously during Thursday's premiere.
Questions About Amazon's Motivations
Given the reports of soft ticket sales and empty theaters, the enormous financial commitment made by Amazon has raised significant questions within media circles. Industry analysts and observers are speculating whether the US tech giant's substantial investment represents a genuine business decision or an attempt to curry favor with the US President through this high-profile project about his wife. The documentary is scheduled for global release on Friday and will subsequently be available exclusively on Amazon Prime streaming platform.
