Only one ticket sold for premiere of film about US first lady at Vue’s flagship London branch as insiders question launch strategy
As film exhibitor strategies go, counter-programming is one of the most reliable. It worked for The Dark Knight and Mamma Mia!, released in the US on the same day in 2008, as well as for Dunkirk and Girls Trip in 2017. In 2023, Barbie and Oppenheimer leveraged the tactic to the tune of $2.5bn in combined box office takings.
This week we could see another example as Amazon releases its authorised documentary about Melania Trump in more than 100 UK cinemas. There it will compete against an already-eclectic slate of releases including the Jason Statham action film Shelter, the ape horror Primate, Bradley Cooper’s comedy-drama Is This Thing On? and Richard Linklater’s Jean-Luc Godard fictionalisation Nouvelle Vague.
UK ticket sales for Melania are so far “soft”, according to Tim Richards, the chief executive of Vue, one of the country’s biggest cinema operators. Just one ticket has been sold for the first 3.10pm screening on Friday at its flagship Islington branch in London, while two have been booked for 6pm.
At the time of publication, all seats remained available for the 28 screenings of Melania at the Blackburn, Castleford and Hamilton branches.
