A Film Few Seem Eager to See: Melania Trump’s Documentary Opens to Silence

By the time Melania, the documentary closely associated with former First Lady Melania Trump, reaches theaters this Friday, it will already have acquired a distinction few filmmakers desire: a reputation for irrelevance before release.

The film, directed by Brett Ratner — a once-prominent Hollywood figure whose career has been mired for years in controversy — was intended to offer an intimate portrait of a famously private public figure. Instead, it has become a case study in misjudged timing, political fatigue and the limits of celebrity branding in an era of economic anxiety and polarized media consumption.

Despite aggressive promotion by former President Donald J. Trump on his social media platforms, early signs suggest that Melania is struggling to attract even a modest audience. Screenshots circulating widely on X (formerly Twitter), Reddit and Facebook show entire theaters with no seats sold for opening night showings, including in traditionally conservative regions. In some locations, users claimed not a single advance ticket had been purchased.

“Selling out fast,” one user wrote sarcastically alongside an image of an empty seating chart. Another commented, “Even the empty seats are embarrassed.”

The disconnect between promotion and public response has become part of the story itself. Mr. Trump posted earlier this week that tickets were “selling out fast,” a claim swiftly undermined by theater listings that suggested otherwise. The mismatch was seized upon by critics, many of whom argued that the film arrived at a moment when Americans are less inclined to spend $15 and two hours of their time on a glossy portrait of wealth and privilege.

That broader context matters. The film’s release comes amid ongoing debates about inflation, housing costs and economic inequality — themes that have dominated online discourse and news coverage alike. For many, the idea of paying to watch a documentary about the lifestyle of a former first lady married to a billionaire ex-president felt, at best, tone-deaf.

But the challenges facing Melania extend beyond market conditions. Reporting from Rolling Stone and echoed across entertainment media suggests that the film’s production was marked by disorganization and internal dissent. Multiple crew members, speaking anonymously, described the shoot as “chaotic” and “difficult,” with long hours and unclear direction.

One insider told the magazine that the experience was “highly disorganized, very chaotic,” while another said the project was far from “easy money,” citing persistent logistical confusion. Several crew members reportedly sought to have their names removed from the film’s credits — an unusual step that underscores the level of discomfort surrounding the project. One source suggested that nearly two-thirds of the New York–based crew had requested anonymity after the fact.

Perhaps more striking, some who worked on the film said they hoped it would fail.

“Unfortunately, if it does flop,” one source said, “I would really feel great about it.”

Such comments, amplified across social media, have further damaged the film’s prospects. In online discussions, users questioned why a project with apparent internal resistance moved forward at all, and whether the choice of director reflected an insular decision-making process rather than an awareness of public sentiment.

Ms. Trump herself has made limited but notable appearances to promote the documentary, including an interview this week on Fox & Friends. The segment was widely shared online — not because of what it revealed about the film, but because of what it revealed about Ms. Trump’s tone.

Asked about scenes depicting interactions with President Joseph R. Biden Jr. and First Lady Jill Biden during the transition of power, Ms. Trump offered unexpectedly gracious remarks. She described the Bidens as “very nice” and characterized the day as “very special,” emphasizing a “cordial relationship” and a sense of mutual respect.

The comments stood in stark contrast to the combative rhetoric that has defined much of the political discourse surrounding her husband. They also appeared to catch the show’s hosts off guard. On social media, reactions ranged from surprise to irony, with some viewers noting that the moment of bipartisan civility was likely the least marketable aspect of the interview to the program’s core audience.

“It’s not what Fox wanted,” one commentator wrote. “And probably not what Trump wanted either.”

Indeed, for a documentary ostensibly designed to humanize and elevate its subject, the promotional cycle has had the opposite effect. Instead of sparking curiosity or admiration, it has reinforced existing perceptions of distance — between political elites and everyday Americans, between marketing narratives and reality, and between intent and execution.

Critics have also questioned the film’s underlying premise. Ms. Trump has long been an enigmatic figure, carefully controlling her public image and rarely offering insight into her personal views. For supporters, that reserve has been a source of intrigue. For skeptics, it has raised doubts about whether a documentary could offer genuine revelation rather than curated access.

Early reactions online suggest that many viewers have already made up their minds. In comment sections and video responses on TikTok and YouTube, users described the film as “unnecessary,” “out of touch,” or simply “boring.” Others framed the lack of interest as a broader cultural signal: a waning appetite for Trump-adjacent media outside a shrinking core audience.

That does not mean Melania will disappear entirely. Political documentaries often find secondary lives on streaming platforms, where niche audiences can sustain them beyond theatrical runs. But as a theatrical event, the film appears unlikely to reverse its fortunes.

Hollywood has long understood that controversy can fuel interest. What it struggles to overcome is indifference.

In that sense, the quiet surrounding Melania may be its most telling feature. In a media ecosystem driven by outrage, virality and constant attention, the film has inspired something rarer and more damaging: a collective shrug.

As one social media user put it, summing up a week of empty theaters and unmet expectations, “Nobody cares.”

Whether that verdict holds after opening weekend remains to be seen. But for now, Melania stands as a reminder that visibility is not the same as relevance — and that even the most famous names cannot guarantee an audience when the cultural moment has moved on.