A documentary about Melania Trump was pulled from South African theaters just days before its scheduled global release, with the distributor citing political reasons for the last-minute cancellation.
The film, which follows Melania Trump during the 20 days leading up to the 2025 inauguration as she prepares to transition back to the White House, opened Friday in almost 30 countries. However, Filmfinity made the decision on Wednesday to cancel the theatrical run in South Africa.
Thobashan Govindarajulu, head of sales and marketing for Filmfinity, told The New York Times the decision was “based on recent developments” but declined to provide specifics. Govindarajulu insisted it “was our decision” and that the company was neither pressured nor asked to remove the film.
Mark Sardi, chief executive of Ster-Kinekor, one of South Africa’s major movie theater chains, said he was unaware of the specific reasons behind Filmfinity’s decision.
The documentary, directed by Brett Ratner and distributed by Amazon MGM Studios, has faced challenges beyond the South African cancellation. Ticket sales in the United Kingdom have been described as soft, according to Tim Richards, chief executive of Vue, one of the country’s biggest movie theater operators.
Early ticket sales data from Vue’s flagship Islington location in London revealed only one ticket sold for the first afternoon screening on Friday, while two tickets were booked for the 6 p.m. showing. These figures stand in stark contrast to the film’s performance expectations in the United States, where presales reached $1 million.
The documentary opened Friday with approximately $7 million stateside across 1,500 theaters, marking the best documentary opening in a decade. Key showtimes have been selling out at Century City AMC in Los Angeles and NYC Lincoln Plaza, with advance ticket sales performing particularly well in rural areas with populations under 500,000.
Amazon MGM Studios licensed the documentary for $40 million and is spending around $35 million in worldwide publicity and advertising. While the studio is building out its own foreign theatrical distribution network globally, FilmNation is handling international distribution and marketing with buyers around the world. The film is playing in multiple territories, including the United Kingdom, Spain, and Mexico.
The production itself has been marred by controversy, with crew members reportedly requesting their names be left off the credits. Multiple insiders described the film’s set as chaotic and disorganized, with crew members often working long hours and being forced to work without meal breaks.
The documentary format represents an unusual approach, offering an intimate look at the transition period between administrations. Such behind-the-scenes access to first family members during critical political moments is rare in American political history, making the film’s production and distribution noteworthy regardless of its commercial performance.
The cancellation in South Africa comes amid a complex period in U.S.-South African relations. The decision by Filmfinity to pull the film just days before its scheduled release suggests sensitivity to local political considerations.
The theatrical release strategy for the documentary is ambitious, representing a significant investment in traditional cinema distribution at a time when many documentaries proceed directly to streaming platforms. Amazon MGM Studios’ decision to pursue a wide theatrical release reflects confidence in the film’s commercial potential and public interest.
Documentary films about first ladies have historically generated varying levels of public interest, with commercial success often dependent on the political climate and public sentiment toward the administration in question. The current documentary’s focus on the transition period—a moment of heightened political attention and media coverage—positions it at a potentially advantageous moment for audience engagement.
The 20-day timeframe covered by the film captures a crucial period of preparation and transition, offering viewers insight into the logistical and personal challenges of returning to the White House after a previous term. This behind-the-scenes perspective on the mechanics of a presidential transition represents unique documentary subject matter.
The disparity between U.S. and international ticket sales highlights the different levels of interest in American political figures across global markets. While the documentary has generated strong presales in certain American markets, particularly rural areas, the soft UK sales and South African cancellation suggest more muted international enthusiasm for the subject matter.
