‘Melania’: The First Lady’s New Documentary Abruptly Pulled From Release in South Africa

· Yahoo Entertainment
  • Amazon and the filmmaking team behind Melania were expected to announce the international release of the documentary, but plans were scrapped last minute by the South African distributor.
  • The distributor cited recent developments as the reason for pulling Melania from release in South Africa, but denied being pressured by external forces.
  • Amazon paid $40 million for worldwide rights to Melania, with a $35 million global marketing campaign, but has not yet released a list of countries where the documentary will be shown overseas.

Earlier this week, Amazon and the filmmaking team behind Melania — the inaugural title from the first lady’s new production company Muse — were expected to announce the 20 or more countries where the documentary is opening overseas this weekend, timed to its Jan. 30 release in North America. But those plans never materialized.

One possible reason for the switch-up emerged on Wednesday when a media outlet in South Africa reported that the film’s distributor was pulling Melania from release at the eleventh hour. The president has been extremely critical of South Africa since the start of his second term, including suggesting that the country’s white minority is facing a genocide, and introducing potentially crippling tariffs.

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“Based on recent developments, we’ve taken the decision to not go ahead with a theatrical release in [the] territory,” South African distributor Filmfinity said in a statement to The New York Times‘ Johannesburg bureau. Filmfinity’s change of heart was first reported by the South African outlet News24.

Filmfinity’s head of sales and marketing Thobashan Govindarajulu didn’t elaborate on the reasons for the change in plans but noted that the company wasn’t pressured by outside forces to pull the film. “That was our decision,” he told the Times.

While President Trump has supported his wife’s film on Truth Social and will stand by her side at the premiere of Melania at the newly named Trump Kennedy Center on Thursday, Jan. 29, the day before the doc’s global debut, the first lady’s team and Amazon have done the heavy lifting. The tech giant paid an eye-popping $40 million to license worldwide rights to the film, plus a docuseries, after agreeing to give Melania a proper theatrical release before sending it to Prime. (Sources say Prime is the true payday in terms of keeping subscribers happy.)

It remains to be seen whether the president’s escalating unhappiness with South Africa will be exacerbated by Melania and result in increased tensions.

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Since Amazon MGM Studios is still building an international operation overseas, it is relying on widely respected foreign sales and production company FilmNation to play the middleman and arrange for the films to get into foreign theaters, along with helping to coordinate marketing in overseas markets.

Melania was shot during the 20 days leading up to the 2025 inauguration by Brett Ratner, the canceled Rush Hour director who is trying to make a Hollywood comeback after being accused of serious sexual misconduct nearly a decade ago (he denies all allegations).

“Step inside Melania Trump’s world as she orchestrates inauguration plans, navigates the complexities of the White House transition, and moves her family back to the Nation’s Capital. With exclusive footage capturing critical meetings, private conversations, and never-before-seen environments, Melania showcases Mrs. Trump’s return to one of the world’s most powerful roles,” Amazon MGM said in its preview memo.

Sources close to the project say Amazon MGM is spending $35 million on the global marketing campaign; the domestic spend is likely in the $15 million range, while another $10 million is being spent overseas. That’s as much as some might spend on a smaller feature, but not a documentary.

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And although Amazon MGM hasn’t yet provided an exact list of countries where Melania will play overseas, the international campaign included placements in such cities as Mexico City, Tokyo and London, according to Amazon’s preview note. It will also play in parts of the Middle East, according to sources.

Amazon didn’t immediately respond to a request for comment.

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