Melania Trump's Documentary Fails to Captivate New York Audiences
On a frigid January morning in New York City, a mere 20 individuals gathered in Auditorium 10 of the AMC 34th Street 14 cinema for one of the earliest U.S. public screenings of Melania, the controversial $40 million Amazon documentary. The sparse attendance, in a theater with 60 seats, highlighted a significant disconnect between the film's promotional fanfare and its actual public reception in the liberal metropolis.
A Screening Dominated by Press, Not Public
The 10:10 a.m. showing, situated on the highest level of the four-storey complex, was never likely to be a bustling affair. However, the scene was particularly telling: most attendees were journalists, identifiable by their notepads, with only a handful of genuine moviegoers present. Among them was 55-year-old New Yorker and astrologer Alan Lin, who confessed to attending "mostly out of curiosity." Another member of the public arrived late, left briefly for a soda, and was seen vaping as the credits rolled, offering a lukewarm review that he might need to watch it again as he missed most of the 104-minute runtime.
Conservative Strongholds Show Stronger Interest
In stark contrast to the New York experience, ticket sales data reveals a markedly different story in more conservative regions. According to analysis, screenings have proven notably stronger in areas like Orange County, California, and Miami, Florida. Only two U.S. screenings have reportedly sold out completely: one at an AMC in Independence, Missouri, and another in Vero Beach, Florida, merely an hour's drive north of the Trump family's Mar-a-Lago residence.
Former President Donald Trump addressed the weak premiere turnout at the Kennedy Center, attributing it to the post-pandemic challenges facing cinema ticket sales. "It's a very tough business in theaters selling movie tickets after Covid," he remarked, downplaying the significance of the sparse audiences.
A Film Mired in Controversy and Agenda
The documentary, directed by Brett Ratner—a figure seeking a comeback after 2017 sexual misconduct allegations he denies—has been mired in controversy from its inception. First Lady Melania Trump served as an executive producer, exercising direct editorial control, which critics argue has resulted in a narrow, promotional piece rather than an objective documentary. The film reportedly dedicates significant portions to promoting the MAGA-Trump agenda, interspersed with personal anecdotes about inauguration day details like her "Hamburglar" hat and golden caviar eggs.
Financially, Melania Trump is said to be pocketing over 70% of the $40 million licensing fee paid by Amazon, as reported by The Wall Street Journal. The production also features cameos from tech titans like Jeff Bezos and Mark Zuckerberg, underscoring the role of Big Tech in bankrolling aspects of the Trump administration's initiatives.
Themes of Unity Clash with Political Reality
Throughout the film, Melania Trump emphasises messages of "unity" and "humanity," themes that starkly contrast with the anti-immigration policies enacted during her husband's presidency. Scenes include a video call with France's First Lady Brigitte Macron discussing the harms of social media on children, and promotion of her "Fostering the Future" initiative. However, the latter half focuses heavily on behind-the-scenes inauguration footage, offering little new insight.
The documentary also includes pointed political jabs, such as a shot of former Vice President Kamala Harris checking her watch during the inauguration, and footage of the Trumps waving at the Bidens as they depart the White House. These elements reinforce the film's role as a vehicle for political narrative rather than a unifying cultural piece.
A Divided Nation Reflected in Cinema
As the documentary concludes with Boney M.'s Sunny playing over Melania's official portrait session, the lyrics "the dark days are gone, and the bright days are here" ring hollow against a backdrop of a nation more divided than ever. The disparate reception between New York City and conservative enclaves like Orange County underscores the deep political fissures that the film, perhaps unintentionally, mirrors. While it may find an audience in certain pockets of America, its failure to draw crowds in NYC suggests that, for many, the curiosity surrounding Melania Trump's story is not enough to warrant a cinema ticket.
