The documentary film “Melania,” focusing on the former First Lady, is facing a turbulent release, marked by dwindling theatrical runs and mounting criticism. Just weeks after its debut on , the film is being pulled from cinemas, with one Oregon theater citing a dispute over its marketing strategy.
The Lake Theater & Cafe in Lake Oswego, Oregon, was asked to cease screenings after Sunday, according to manager Jordan Perry. The theater had drawn attention – and apparently the ire of Amazon, the film’s distributor – with marquee advertisements that included phrases like “To defeat your enemy, you must know them. Melania starts Friday” and “Does Melania wear Prada? Find out Friday.” Perry stated that Amazon “was not happy and/or did not appreciate my take on marketing their film to our own public.” He also indicated he was already considering shortening the film’s run due to negative feedback from local moviegoers.
Amazon reportedly spent $40 million to acquire the rights to “Melania,” and an additional $35 million on marketing and distribution, a significant financial investment according to industry analysts. However, the film’s initial box office performance has been underwhelming. While specific figures aren’t available in the provided sources, reports indicate weak advance ticket sales.
The film, directed by Brett Ratner, follows Melania Trump in the lead-up to her husband’s second inauguration in . Ratner’s involvement has itself become a point of contention, as he is returning to Hollywood after being accused of sexual misconduct in 2017 during the #MeToo movement.
The challenges facing “Melania” extend beyond North America. The film has also been pulled from theaters in South Africa just days before its scheduled release. Distributor Filmfinity cited “recent developments” as the reason for the cancellation, but declined to elaborate, stating the decision was made independently and without external pressure. This cancellation comes amid reported strained relations between the Trump administration and South Africa.
Critical reception has been largely negative. The film currently holds a Rotten Tomatoes score of 5%, and has been described as “outrageously boring and shockingly vain” by one critic. Reviews suggest the documentary offers little insight and relies heavily on a sympathetic portrayal of the former First Lady.
The film’s marketing, while attempting to generate intrigue, appears to have backfired in some instances. One report highlighted a contrast between attendance at a screening of “Melania” and a showing of “Iron Lung,” suggesting limited public interest. Another noted that some viewers were drawn to the film specifically to see how it portrayed Melania Trump’s fashion choices.
The situation at the Lake Theater & Cafe culminated in a change of the marquee message following the cancellation: “Amazon called. Our marquee made them mad. All Melania showings cancelled.” Perry, in a tongue-in-cheek post, also expressed concern that Amazon might cancel his Prime membership and suggested supporters show their loyalty at Whole Foods instead.
The controversy surrounding “Melania” highlights the challenges of releasing politically charged documentaries in a polarized climate. The combination of a controversial subject, a director with a troubled past, and a significant financial investment has created a perfect storm of negative publicity and disappointing results. As of today, , the future of the film’s theatrical run remains uncertain, and its long-term impact on the documentary landscape is yet to be seen.
