Dec 17, 2025 – The first trailer for Melania drops, showing the incoming first lady in the Capitol rotunda and featuring her lines “Here we go again” and “Everyone wants to know, so here it is,” ending with a phone exchange where Donald Trump asks “Did you watch it?” and Melania replies she will see it on the news; the 104‑minute film is slated for a worldwide theatrical release on Jan 30, 2026, with Amazon MGM Studios paying about $40 million for exclusive rights[15].

Jan 25, 2026 – Amazon launches a $35 million marketing blitz across TV, billboards, subways and the Las Vegas Sphere to promote Melania, while the streaming giant secures a roughly $40 million licensing deal after a competitive bidding war, citing AI‑driven data that predicts strong box‑office and streaming performance[9].

Jan 29, 2026 – Filmfinity cancels the South African theatrical release of Melania, citing “recent developments” and the “current climate” amid sharply deteriorated US‑South Africa relations, which have soured since President Trump’s “white genocide” rhetoric, high tariffs and a tense May meeting with President Ramaphosa, as well as Pretoria’s ICJ case against Israel fueling US anger[3].

Jan 30, 2026 – Melania premieres at the newly rebranded Trump Kennedy Center and opens nationwide in 1,778 theaters, with Amazon financing $40 million for production and $35 million for marketing, making it one of the costliest documentaries ever; the film emphasizes fashion, design and Melania’s tribute to her mother Amalija Knavs, while audience demographics skew 72 % female, 72 % over‑55 and 75 % white[13][14].

Jan 31, 2026 – The documentary debuts in U.S. cinemas amid protests sparked by federal agents’ Minneapolis shooting of Alex Pretti; a private White House screening draws influencers and Apple CEO Tim Cook, while vandals target ads and critics label the timing “insensitive,” and Melania’s X post touts a positive CinemaScore, claiming the film is “loved by all”[2][1].

Jan 31, 2026 – Opening‑day attendance splits between packed regional theaters and near‑empty venues in Washington, DC, where reporters dominate the audience; President Donald Trump calls the film “very important” at the Kennedy Center premiere, while attendees describe a mix of admiration and humor, and older female supporters praise Melania’s style[6].

Jan 31, 2026 – Melania retains full executive control, overseeing production, post‑production, trailer, music and marketing, and even influences Donald Trump’s inaugural speech by urging him to replace “peacemaker” with “unifier,” underscoring her hands‑on role in shaping the event[5].

Feb 1, 2026 – Amazon MGM Studios reports a $7 million opening weekend, surpassing the $3‑$5 million forecast and ranking third behind Send Help and Iron Lung; Kevin Wilson emphasizes a “long‑tail lifecycle” that will generate value on Prime Video and through a companion three‑part docu‑series[4][14].

Feb 1, 2026 – Saturday Night Live lampoons the documentary, mocking director Brett Ratner’s past harassment allegations and linking the release to the FBI’s court‑authorized raid on a Georgia election hub, while Amazon reiterates its $75 million investment and the film’s projected top‑five opening status[11][12].

Feb 2, 2026 – President Donald Trump touts ticket sales as “selling out, FAST!” on Truth Social, yet Vue Cinema’s London location sells only one ticket for the Friday 3:10 p.m. premiere, highlighting a stark gap between political hype and actual sales[10].

Feb 2, 2026 – The documentary’s $7 million opening weekend beats expectations, but critics remain overwhelmingly negative, with Rotten Tomatoes showing only 11 % positive reviews; nevertheless, CinemaScore awards an “A,” and consultants argue the $75 million spend is “insignificant” to Amazon because the film serves a regulatory‑political purpose[14][1].

Feb 2, 2026 – The release marks the first time a sitting first lady directly profits from a cinematic project, breaking historic precedent set by Eleanor Roosevelt’s 1937 memoir sale, and prompting commentary on modern platform power versus past norms[8].

2026 onward – Amazon plans to stream a three‑part companion docu‑series on Prime Video after the theatrical run, banking on the “long‑tail lifecycle” to recoup its $75 million outlay and to sustain audience engagement beyond the box office[4][9].

2026 – President Trump announces upcoming policy actions at the Kennedy Center event, including naming a new Federal Reserve chair, linking the documentary’s promotion to a broader political agenda[7].