Melania Trump's Documentary Faces Major Financial Risk After Release Strategy Criticised
Melania Trump could be facing an eight-figure financial setback as her new documentary struggles to attract cinema audiences, according to a prominent public relations specialist. The film, titled Melania, was produced under a reported $40 million deal with Amazon MGM and follows the former First Lady during the twenty-day period leading up to Donald Trump's second inauguration in January 2025.
Behind-the-Scenes Access and Personal Reflections
Running for 104 minutes, the documentary provides unprecedented behind-the-scenes access to Melania Trump's preparations to return to the role of First Lady. The project offers viewers intimate insights into how the fifty-five-year-old balances family life with the ceremonial demands of her position, presenting a more personal perspective on navigating the pressures of public life alongside her family responsibilities.
The documentary premiered on Thursday, 29 January, at Washington's Trump–Kennedy Centre and opened in cinemas worldwide the following day. While there remains time for the film to gain momentum, early reports indicate it has encountered significant difficulties attracting audiences, raising serious concerns about its financial viability if interest fails to improve substantially.
PR Expert Identifies Critical Release Strategy Errors
Kayley Cornelius, a celebrity public relations specialist at Press Box PR, has described the documentary's release strategy as a substantial misjudgement. "What we're seeing with Melania Trump's documentary is a classic case of misjudging both the audience and the platform," she explained. "Making the film a cinema exclusive was a huge blunder, particularly for a subject driven largely by curiosity rather than a loyal fanbase."
Despite reports indicating that more than $40 million was allocated to marketing efforts, Cornelius noted a conspicuous absence of visible promotional activity. "With a major Hollywood release, we would expect a steady stream of global interviews, magazine covers, features, and teaser clips designed to build intrigue," she elaborated. "That simply hasn't happened here, and it's where this campaign has fallen flat."
Concerning UK Box Office Performance
In the United Kingdom, early box office figures paint a particularly troubling picture. The Guardian reported that just one ticket was sold for a mid-afternoon screening at a cinema in London's Islington district, with only two tickets purchased for an evening showing at the same venue. Vue chief executive Tim Richards confirmed that early indicators suggested the film was unlikely to attract substantial crowds.
Richards told The Telegraph that the cinema chain had received complaints from members of the public regarding their decision to screen the documentary. "I have told everyone that, regardless of how we feel about the movie, if it is BBFC approved we look at them and 99% of the time we will show it," Richards stated. "We do not play judge and jury to censor movies."
Streaming Platform Suggested as More Suitable Alternative
Addressing the UK response specifically, Cornelius added: "In the UK especially, the appetite just isn't there to justify a theatrical release, which is why reports of soft sales and sparsely attended screenings are not entirely surprising." She argued that the project would have been far better suited to a streaming release, particularly on Amazon Prime Video.
"Streaming would have made subscribers far more inclined to watch out of intrigue alone, rather than feeling out of pocket," she suggested. "It also would have allowed the documentary to travel globally at speed, spark online conversation, and benefit from algorithm-driven discovery — where Melania's name carries the most traction."
Potential Financial Consequences and Emerging Interest
Without wider accessibility or a compelling promotional strategy, the public relations expert warned that the film may continue to struggle commercially. "If momentum doesn't improve following the US premiere, this release strategy could ultimately translate into an eight-figure financial blow for Melania — a reminder that even high-profile names still require the right platform, press strategy, and positioning to succeed," Cornelius cautioned.
Meanwhile, some positive indicators have emerged that suggest attention may be gradually increasing. Wired Magazine reports that a Florida cinema screening of the film was almost sold out, while some social media users have expressed admiration for the former First Lady and interest in her documentary project.
The documentary's financial future remains uncertain as industry observers watch closely to see whether audience interest will develop sufficiently to offset the substantial production and marketing investments made in the project.
