The ‘Melania’ Documentary: A Box Office Enigma Amidst Lavish Promotion

The ‘Melania’ Documentary: A Box Office Enigma Amidst Lavish Promotion

The highly anticipated documentary, ‘Melania,’ chronicling the life of former First Lady Melania Trump, has officially hit theaters. Despite a colossal marketing blitz and significant investment from Amazon MGM Studios, early box office figures suggest a surprisingly muted reception, raising questions about the film’s commercial viability.

A Scrutiny of Sales: Two Sold-Out Screenings Stand Out

A comprehensive analysis by WIRED reveals a stark contrast between promotional hype and actual ticket sales. Out of nearly 1,400 screenings reviewed across the United States for opening day, a mere two were found to be completely sold out. These rare instances occurred at the AMC Classic Indian River 24 in Vero Beach, Florida, and the AMC Independence Commons 20 in Independence, Missouri. Both showings, notably, benefited from a standard 20 percent discount for pre-4 PM screenings.

This domestic performance echoes earlier reports from the UK, where The Guardian noted just one ticket sold for an initial London screening at Vue, a major cinema chain. While that number has since modestly climbed to 13, it underscores a broader trend of sparse attendance, with numerous online commentators sharing screenshots of largely empty seating charts.

Behind the Scenes: Director, Budget, and White House Backing

The film itself arrives with its own set of controversies. Produced by Amazon MGM Studios and directed by Brett Ratner, known for the ‘Rush Hour’ series, the project also carries the shadow of sexual misconduct allegations leveled against Ratner by six women, claims he has previously denied. Ratner did not provide immediate comment on the allegations.

The financial commitment to ‘Melania’ has been substantial. Amazon reportedly shelled out $40 million for the documentary’s rights, coupled with an additional $35 million dedicated to its marketing. The promotional push extended to the highest echelons, with the White House hosting a special screening for a group of prominent CEOs, including Apple’s Tim Cook and AMD’s Lisa Su. Former President Donald Trump himself actively championed the film on his Truth Social platform, urging followers to “Get your tickets today – Selling out, FAST!”

The trailer offers glimpses of the First Lady navigating opulent settings, often adorned with sunglasses, and features numerous close-ups of her high-heel-clad feet traversing various surfaces, alongside appearances by her distinctive boater hat.

The WIRED Methodology: Unpacking the Data

To conduct their analysis, WIRED meticulously reviewed listings for 329 movie theaters situated near 64 of the top 100 US cities identified by BetMGM (a company unrelated to Amazon MGM Studios) for movie-watching. From this extensive dataset, 1,398 ‘Melania’ showtimes on Fandango were examined, pinpointing the two aforementioned sold-out screenings. It’s important to note that due to technical constraints, a full review of all 100 BetMGM cities was not completed, and the analysis was limited to Fandango listings, meaning other ticket platforms or theaters without advanced seat selection might present a different picture.

Unforeseen Cancellations and Empty Houses

Beyond the general lack of sell-outs, the documentary’s rollout has seen other unusual developments. Showtimes for ‘Melania’ at the Mann Plymouth Grand 15 theater in Minnesota were reportedly canceled. This theater is located in Hennepin County, an area that has recently experienced significant federal immigration agent activity and tragic fatalities, though any direct link to the film’s cancellation remains unconfirmed. Representatives for the theater did not respond to inquiries.

The broader landscape of ticket availability remains wide open. As of Thursday afternoon, for instance, the 10:15 PM screening at the AMC Port Chester in Connecticut, a 276-seat venue, showed no tickets sold, offering ample choice for potential viewers.

Conclusion: A Question of Audience Engagement

While the US box office has faced a general decline in recent years, the specific trajectory of ‘Melania’ ticket sales, given its high profile and aggressive promotion, presents a compelling case study. The initial data suggests that even with significant investment and presidential endorsement, capturing a broad audience for this particular documentary has proven to be an uphill battle, leaving many seats conspicuously empty on its opening weekend.

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