Melania Trump’s heavily hyped, extravagantly funded documentary is already shedding theaters — and not just in the United States.
According to multiple reports, Melania, the $75 million documentary centered on the first lady, has been quietly pulled from planned theatrical release across South Africa, even after clearing the country’s regulatory process and securing bookings with major cinema chains. The decision came this week, just days before the film’s U.S. debut, and it’s another warning sign that the glossy vanity project is sliding toward a full-blown embarrassment.
The film had been slated for distribution in South Africa through Filmfinity, with confirmed bookings at Ster-Kinekor and Nu Metro, the country’s two largest theater chains. But that plan abruptly collapsed. Filmfinity head of sales and distribution Thobashan Govindarajulu confirmed the reversal, saying the company had decided “not to go ahead with a theatrical release in territory,” without offering further explanation.
The documentary was not banned and had already passed standard classification and regulatory approval. Instead, industry sources told Meidas News that concerns mounted internally over how the film would be received by South African audiences — particularly amid mounting global backlash to the Trump administration’s immigration policies.
That context matters. The film’s rollout comes as outrage continues over two fatal shootings by federal immigration agents in Minneapolis this month — the deaths of ICU nurse Alex Pretti and Minnesota mother Renee Nicole Good. Those killings have triggered protests and legal challenges, putting Trump’s immigration crackdown under a harsh international spotlight.
Sources cited by Meidas New also pointed to South Africa’s historical sensitivity to political propaganda, particularly media projects centered on powerful political figures. The country’s experience under apartheid has left audiences wary of films seen as image-management exercises for political elites — a category Melania appears to fall squarely into.
Another red flag raised by distributors was the film’s director, Brett Ratner. Multiple women accused Ratner of sexual assault in 2017, allegations he has denied. While not disqualifying under South African law, the association reportedly added to distributors’ unease.
The South Africa pullback lands as Melania is already struggling elsewhere. Social media users across the U.S. have posted screenshots of largely empty theaters ahead of opening night, mocking the lack of ticket sales. Trump has claimed tickets are “Selling out, FAST!” — a statement that appears increasingly detached from reality.
Behind the scenes, the production itself was reportedly a mess. Rolling Stone previously reported that roughly two-thirds of the film’s crew asked to have their names removed from the final credits, describing the production as chaotic and poorly managed.
One crew member bluntly said, “Unfortunately, if it does flop, I would really feel great about it.”
The irony is hard to miss. Amazon MGM Studios reportedly paid $40 million for the film’s rights, with an additional $35 million spent on marketing, all to promote a documentary billed as offering “unprecedented access” to the 20 days leading up to Trump’s 2025 inauguration.
Instead, “Melania” is becoming a case study in how money, power, and access can’t manufacture interest — or respect.