Amazon’s high-profile documentary Melania, which reportedly cost $40 mln to produce and more than $35 mln to market, has opened to sluggish ticket sales in the UK, according to cinema operators.
Tim Richards, chief executive of Vue, one of Britain’s largest cinema chains, said interest in the film has been «soft» ahead of its UK release on Friday. Booking data showed minimal ticket sales at several London venues, while some cinemas reported no advance sales at all for opening-night screenings.
Despite the weak demand, the documentary is being shown nationwide after Amazon’s MGM Studios rolled out a major global marketing campaign, including billboards, primetime TV advertising and large-scale digital promotions. Most of the production budget was reportedly paid to former US first lady Melania Trump, who also serves as an executive producer.
The film follows Melania Trump in the weeks leading up to Donald Trump’s 2025 inauguration. Critics have questioned Amazon’s investment in the project, suggesting the company is seeking political goodwill, an accusation Amazon has not commented on.
The documentary is set for release in nearly 30 countries, though analysts say its commercial prospects remain uncertain, with modest box office expectations typical for the genre.
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