With Amazon MGM Studios gearing up and the film was expected for its $40 million documentary Melania’s huge global rollout, there has been great resistance. Intended as a “prestige” look at the First Lady’s return to the White House, it’s become the lightning rod for controversy, with the project canceled at the last minute in international markets.
The South African Withdrawal
In a move that caught industry analysts by surprise, the South African distributor Filmfinity officially cancelled the film's release across the country on January 28. The pull was for no particular reason, and local reports indicated a lack of interest, and likely pushback against the film’s creative team.
Soft Sellings: UK and Beyond (no date)
The Company’s website offers "soft" sales in the UK and beyond. The situation is no better in the UK. Tim Richards, CEO of Vue International, pointed out that advance ticket sales for the theaters have been “soft,” with some of its flagships in London selling only one ticket before the opening night shows.
“Judge and Jury” Issue
Vue cited receiving a deluge of emails from the public calling for the film to be withdrawn. Richards added that while the chain does not “play judge and jury,” its lack of commercial demand could mean less time for showtimes. Scottish Pushback: Some theaters here have shown 0% occupancy on the first three days, according to Scotland’s reports.
Three Pillar of Controversy
There are three things driving the backlash: The Director: The film is directed by Brett Ratner he resurfaced as a Hollywood director after being pushed to the sidelines in 2017 amid multiple allegations of sexual misconduct (which he denies). His new appearances in unsealed “Epstein files” have stoked public outcry even more.
Disconnect with Crew: More than two-thirds of the film’s crew requested that their names be scrubbed from the credits, according to reports from Rolling Stone, noting discomfort with the project and its plan. The $75M Gamble: The Amazon’s huge investment, with $40 million for rights and a reported $35 million for advertising, is being challenged by critics who consider the film a "vanity project" or an attempt by Amazon to win its way in this environment.
The US Outlook
The film, meanwhile, is still on pace for the 2,000-screen release it deserves domestically. Though pre-sales in big cities such as Los Angeles and New York are said to have stalled, interest is higher in the “Trump-Kennedy Center” in D.C. and theaters across Middle America. Regardless of the box office result, the First Lady who is the executive producer has already taken her payout, and the film’s likely on Amazon Prime Video later this year.
