Despite Amazon MGM Studios spending 40 million USD for distribution rights and an estimated 35 million USD on global advertising, the documentary "Melania," premiered this week in over 100 UK cinemas with "blockbuster" expectations, saw dismal initial ticket sales.
Its 3:10 PM screening on 23/1 at Vue Islington in London sold just one ticket. The subsequent 6:00 PM showing had two advance bookings.
Sales were slightly better at other locations: Cineworld Wandsworth sold 4 tickets, and Cineworld Broughton recorded 5 advance bookings.
Tim Richards, chief executive of Vue cinemas, revealed he received numerous emails from the public criticizing the decision to release the documentary.
"I responded that, regardless of public opinion on the film, as long as it receives approval from the British Board of Film Classification (BBFC), we will consider it, and 99% of the time, we will screen it", he stated.
The film's ticket sales and budget quickly drew attention on social media. One commenter suggested Amazon wasted tens of millions of USD on a film with largely empty screenings.
Another social media user called the film a "disaster" for Amazon and an embarrassment for the Trumps. Melania has not yet commented on the matter.
The documentary chronicles the 20 days leading up to Donald Trump's potential return to power in 1/2025. It was privately screened at the White House on 24/1 and is scheduled for an official premiere at the Kennedy Center in Washington this week, ahead of its release in 27 countries.
Ngoc Anh (According to TOI, Telegraph, Yahoo News)
