Melania documentary struggles in UK cinemas as Vue admits sales are ‘soft’

The Guardian - World NewsCenter-LeftEN 4 min read 100% complete by Catherine Shoard Film editorJanuary 26, 2026 at 08:30 PM

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Amazon's authorised documentary about Melania Trump is set to be released in over 100 UK cinemas this week, competing against other films such as Shelter and Primate. The film has struggled with soft ticket sales, with only one ticket sold at Vue's flagship Islington branch in London for the first screening on Friday. Other Vue branches have also reported low sales, with four tickets sold at Cineworld in Wandsworth and five booked at Cineworld in Broughton. Industry analysts suspect that the film's distributor may be using a "four-walling" strategy, where exhibitors agree to show the film in exchange for a set fee. The film was bought by Amazon MGM Studios for $40m (£30m). Vue has stated that it will show the film regardless of public opinion, citing its commitment to playing approved movies.

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Key Player Opposition Context

Comscore 30% The Guardian 30% London 40% Amazon MGM Studios 40% Tim Richards ×250% Amazon ×260% Vue ×370% UK ×280% Melania Trump ×390%

Keywords

melania trump 90% documentary 80% ticket sales 70% box office 70% uk cinemas 70% counter-programming 60% film exhibitor 60% four-walling 60% cinema 60% film distribution 50%