We Found Two Theaters With Sold-Out ‘Melania’ Opening Day Screenings

Melania: The Documentary That’s Selling Out (Almost) Nowhere—Except Florida and Missouri

Friday marks the theatrical debut of Melania, the highly anticipated—and heavily promoted—documentary about Melania Trump, the former first lady of the United States and wife of President Donald Trump. Produced by Amazon MGM Studios and directed by Brett Ratner, the film has been the subject of intense media scrutiny, lavish marketing, and, perhaps most intriguingly, a curious lack of ticket sales outside of two very specific locations.

WIRED’s analysis of nearly 1,400 showtimes across the U.S. reveals a startling reality: despite claims from the Trump camp that the film is “selling out, FAST!” the vast majority of screenings are operating at a fraction of capacity. In fact, only two showings appear to be completely sold out—one at the AMC Classic Indian River 24 in Vero Beach, Florida, and another at the AMC Independence Commons 20 in Independence, Missouri. Coincidence? Maybe. But it’s certainly fueling plenty of online chatter.

The film, which reportedly cost Amazon $40 million for the rights and another $35 million in marketing, features Melania Trump in a series of glamorous, slow-motion sequences. Think: close-ups of her high-heeled feet walking across opulent floors, her iconic boater hat making dramatic appearances, and plenty of sunglasses-clad stares. It’s less a deep dive into her life and more a visual love letter to her aesthetic.

The rollout has been anything but subtle. The White House hosted a private screening for a group of high-profile CEOs, including Apple’s Tim Cook and AMD’s Lisa Su. President Trump has been hyping the film on his social media platform, Truth Social, urging followers to “Get your tickets today – Selling out, FAST!” But the numbers tell a different story.

In the UK, The Guardian reported that as of Monday, just one ticket had been sold for the first screening at Vue’s flagship London location. That number has since ticked up to 13, but it’s still a far cry from a sellout. Across social media, users have been sharing screenshots of eerily empty seating charts, turning the film’s lackluster ticket sales into a viral meme.

WIRED’s analysis focused on 329 theaters near 64 of the 100 U.S. cities ranked as the “Best Cities for Moviegoers” by BetMGM. Of the 1,398 showtimes reviewed, only two were sold out. Both were matinee screenings, offered at a 20% discount—a standard practice for early showings. Interestingly, at one point on Thursday, a third Florida theater appeared to have sold out, but two front-row seats mysteriously became available upon rechecking.

The documentary’s release comes at a time when U.S. box office performance has been in decline for years. But Melania has drawn particular attention, not just for its star power but for the political and cultural implications of its production and promotion. Brett Ratner, the film’s director, is a controversial figure in Hollywood, known for both his Rush Hour franchise and allegations of sexual misconduct. Ratner has previously denied these allegations, but they continue to shadow his work.

Adding to the intrigue, WIRED discovered that showtimes for Melania at the Mann Plymouth Grand 15 theater in Minnesota had been canceled. The theater is located in Hennepin County, where two observers were killed amid a massive incursion of federal immigration agents. Representatives for the theater did not respond to requests for comment.

While WIRED’s analysis is not exhaustive—some theaters may not sell tickets through Fandango, and not all offer advanced seat selection—it paints a clear picture: Melania is not exactly setting the box office on fire. For those still hoping to catch a screening, there are plenty of options. As of Thursday afternoon, no tickets had been sold for the 10:15 pm showing at the AMC Port Chester in Connecticut. It’s a 276-seat theater—take your pick.

Whether Melania will find its audience remains to be seen. But one thing is certain: in a world where viral moments are currency, the film’s empty theaters are proving to be just as newsworthy as its star.

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