Amazon, in unison with Muse, the First Lady’s new production company, was set to announce the countries in which the company’s first project was set to debut in earlier this week. Those plans never came to fruition, with the film now set for its domestic opening weekend, hitting theaters January 30.
A likely major factor was the film being suddenly pulled from playing in South Africa, a country that President Trump has been critical of in his current term. The Hollywood Reporter discusses how Trump has hinted, “…country’s white minority is facing a genocide, and introducing potentially crippling tariffs.” The distributor in South Africa, known as Filmfinity, did not provide a reason, but head of sales and marketing Thobashan Govindarajulu ensured that the company was not strong-armed into making the decision.
President Trump and the First Lady walked the red carpet at the film’s premiere yesterday, January 29, at the Trump Kennedy Center. Amazon is the reason for the film’s wide release, footing a $40 million bill to license the worldwide rights and get a docuseries. It is thought that the real money Amazon is eyeing is that of Prime subscribers, where the documentary is sure to make a splash on the streamer when the time comes. Amazon MGM Studios is actively working to expand their international operation, where they will continue to rely on production company FilmNation to assist in getting their releases on screens abroad.
Melania was filmed before the 2025 inauguration in 20 days, highlighting her, “…as she orchestrates inauguration plans, navigates the complexities of the White House transition, and moves her family back to the Nation’s Capital.” Brett Ratner directed the film as he is attempting to make a comeback after sexual misconduct allegations were made in 2017 against his word. Amazon MGM is projected to be spending north of $50 million globally, domestically, and overseas marketing, which is a hefty price when considering this is only a documentary.
Amazon has not officially responded to the news of the doc being pulled in South Africa.
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