A highly anticipated documentary focusing on former First Lady Melania Trump has been abruptly pulled from South African cinemas mere days before its scheduled global theatrical release, with distributors citing unspecified "political reasons" for the last-minute cancellation.
Global Release Proceeds Without South Africa
The film, titled simply Melania, chronicles the twenty-day period leading up to Donald Trump's presidential inauguration, capturing Melania Trump's preparations to return to the White House. It remains scheduled for a Friday release across nearly thirty countries worldwide. However, South Africa will no longer be among them following a Wednesday decision by local distributor Filmfinity.
Distributor Cites 'Political Reasons'
Sources speaking to Deadline confirmed the cancellation was made for "political reasons," though specific details were not disclosed. Thobashan Govindarajulu, head of sales and marketing at Filmfinity, told The New York Times the move was "based on recent developments" but declined to elaborate further. He insisted the decision was entirely the company's own, stating they were neither pressured nor asked to remove the film by external parties.
This development occurs against a backdrop of delicate diplomatic relations between the United States and South Africa. Former President Donald Trump has previously implemented punitive tariffs and promoted widely debunked claims regarding violence against white South Africans, contributing to a tense political climate.
Industry Reaction and Commercial Concerns
Mark Sardi, chief executive of major South African cinema chain Ster-Kinekor, expressed uncertainty about Filmfinity's rationale. In an interview with The New York Times, he emphasised that his company is "not in the business of censorship" and suggested the decision was likely a commercial one, balanced against contemporary issues.
The documentary, directed by the controversial filmmaker Brett Ratner, appears to be facing significant commercial challenges even before its release. Tim Richards, CEO of Vue Cinemas in the UK, reported that advance ticket sales have been "soft." Specific data from The Guardian reveals concerning figures: just one ticket was sold for the first Friday afternoon screening at Vue's flagship Islington location in London, with only two bookings for the evening showing.
Production Troubles and Crew Discontent
Insiders have revealed a troubled production process marked by disorganisation and difficult working conditions. According to reports in Rolling Stone, the set was chaotic, with crew members frequently working extended hours without proper meal breaks. Ratner was accused of leaving trash on set and displaying dismissive behaviour towards staff.
Some crew members have reportedly requested their names be omitted from the film's credits, with one anonymously expressing that they would "feel great" if the documentary were to flop commercially. CNN polling analyst Harry Enten has already predicted the film's likely failure at the box office.
Interestingly, several production team members indicated that the most challenging aspect of the project was not its political subject matter but rather working alongside Ratner. One crew member confessed to feeling "uncomfortable with the propaganda element" but identified the director as "the worst part of working on this project."
Melania is still scheduled for its worldwide theatrical release on Friday, though its journey to screens has been marred by controversy, last-minute cancellations, and bleak commercial forecasts.
