Melania Trump’s new documentary, “Melania,” could potentially face a significant financial setback if it fails to generate enough interest, warned a PR expert. The film, produced as part of a reported $40 million Amazon MGM deal, chronicles Melania’s activities leading up to Donald Trump’s second inauguration in January 2025 over a 20-day period.

Spanning 104 minutes, the documentary provides viewers with a glimpse into Melania’s preparations for her return to the role of First Lady, delving into the challenges of balancing family life with the duties of her position. Additionally, the film offers personal insights from the 55-year-old on managing family responsibilities amidst the public spotlight.

Premiering at Washington’s Trump-Kennedy Centre on Thursday, January 29, “Melania” has now hit cinemas worldwide. However, early indications suggest that the documentary is struggling to attract audiences, raising concerns about its financial viability.

Kayley Cornelius, a celebrity PR specialist at Press Box PR, criticized the release strategy, labeling it as a significant misjudgment. She emphasized that making the film exclusively available in cinemas was a misstep, especially for a subject driven more by curiosity than a devoted fanbase.

Despite a reported expenditure of over $40 million on marketing, Kayley pointed out a lack of visible promotional efforts surrounding the documentary. She highlighted the absence of expected global interviews, magazine features, and teaser clips typically associated with major Hollywood releases.

In the UK, limited interest in the documentary was evident, with reports indicating minimal ticket sales and sparse attendance at screenings. Vue chief executive Tim Richards acknowledged the lukewarm reception, mentioning public complaints regarding the decision to screen the film.

Addressing the lukewarm UK response, Kayley suggested that the documentary would have fared better with a streaming release, particularly on platforms like Amazon Prime. She explained that a streaming release would have attracted more viewers out of curiosity and facilitated global reach and online discussions, leveraging Melania’s name recognition.

With accessibility constraints and a lackluster promotional campaign, the PR expert cautioned that the documentary might continue to face challenges. She emphasized that without an improvement in momentum post-US premiere, the current release strategy could result in a substantial financial setback for Melania.

Despite these concerns, there are some positive indicators, with reports suggesting that a Florida cinema screening of the film is close to selling out, hinting at a potential uptick in interest. Furthermore, certain social media users have expressed their admiration for Melania and eagerness to watch her documentary.