Melania Trump’s long-anticipated documentary has officially hit theaters, but its opening has been anything but triumphant. Released nationwide yesterday, the film has quickly become the subject of online ridicule after images surfaced showing largely empty — and in some cases completely vacant — theaters across the United States.
The documentary, titled Melania, was heavily promoted by Donald Trump, who described it as a “must-watch” for Americans. Yet early box office indicators paint a starkly different picture. Despite the high-profile push and extensive media attention surrounding its release, ticket sales appear to have fallen far short of expectations.
Melania Trump first announced the project last year, just weeks before Donald Trump’s return to the White House. Framed as an intimate, behind-the-scenes look at her life, responsibilities, and personal journey, the film was positioned as her most significant public endeavor to date. Reports at the time indicated that Amazon paid approximately $40 million to license the documentary, signaling strong confidence in its commercial appeal.
Speaking to Fox News during production, Melania described the film as a day-to-day portrait of her life, saying viewers would finally see responsibilities “people don’t really know about.” Initially scheduled for a late-2025 release, the project was later fast-tracked and debuted in theaters yesterday.
In the days leading up to its release, Donald Trump took to social media to rally supporters, insisting tickets were “selling out fast.” However, that claim was quickly undermined as moviegoers began sharing screenshots of theater seating charts online. Many showed entire rows — and sometimes entire auditoriums — completely unsold.
The empty theaters soon turned into a viral punchline, with critics mocking the gap between the promotional hype and the reality on the ground. But behind the scenes, a more coordinated effort appears to be underway to soften the embarrassment.
According to journalist Rob Shuter, Republican clubs and GOP-aligned organizations in several conservative-leaning areas have quietly stepped in to purchase large blocks of tickets. In some cases, entire screenings were reportedly bought out in advance — not due to demand, but to avoid the optics of empty rooms.
“This isn’t about audience interest,” one source told Shuter. “It’s about appearances. Photos of empty theaters look terrible.”
Other insiders claim that tickets are now being offered at steep discounts or even handed out for free through party-affiliated websites. Still, those efforts reportedly haven’t generated much enthusiasm.
“They’re struggling to give them away,” another source said. “Some showings barely happen unless the party intervenes.”
One insider summed up the situation bluntly, saying the screenings now feel “less like a movie night and more like a loyalty test.”
Meanwhile, the film’s poor turnout has sparked broader discussion online about what happens when no one buys a ticket to a screening. Former cinema employees on Reddit explained that theaters often start a movie anyway, waiting briefly in case late customers arrive, before shutting it down if no one shows up.
Despite the rocky launch, Melania Trump has publicly projected confidence. Days before the release, she described the documentary as a “historic moment” following a private screening attended by friends, family, and invited guests.
Whether that confidence translates into a turnaround at the box office remains uncertain. For now, the documentary’s opening weekend has generated far more conversation online than foot traffic in theaters — and not in the way its creators likely hoped.