A documentary about Melania Trump, slated to debut globally on Friday, will no longer be shown in South African theaters, after the local distributor, Filmfinity, confirmed it had canceled the theatrical release.
Speaking on Wednesday, Thobashan Govindarajulu, head of sales and marketing at Filmfinity, said the decision followed “recent developments,” though he declined to specify what those developments were. He emphasized that the move was entirely internal and not the result of external pressure or censorship.
“Based on recent developments, we’ve taken the decision not to go ahead with a theatrical release in the territory,” Govindarajulu said.
The decision was first reported by South African news outlet News24.
Low Ticket Sales and Political Sensitivities
The documentary’s promotion has generated controversy similar to that surrounding President Donald Trump, who has publicly described the film as a “must watch.”
However, cinemas reportedly recorded weak advance ticket sales, raising commercial concerns despite Amazon’s reported $40 million investment in the documentary rights and additional millions spent on marketing.
Industry analysts have described the project as a high-risk investment given its polarizing subject and uncertain audience appeal.
Director’s Past Controversy Resurfaces
The film has also drawn criticism due to its director, Brett Ratner, marking his first Hollywood project since being accused of sexual misconduct in 2017 during the height of the #MeToo movement. The renewed attention has further complicated the documentary’s public reception.
US–South Africa Tensions Loom Large
The withdrawal comes amid strained diplomatic relations between South Africa and the United States. President Trump has repeatedly criticized South Africa during his second term, including spreading disputed claims about violence against the country’s white minority.
Many South Africans have expressed frustration over what they see as misinformation and the economic impact of punitive tariffs introduced by the Trump administration.
While it remains unclear whether politics, poor ticket sales, or broader tensions influenced Filmfinity’s decision, the cancellation came unexpectedly.
Theaters Deny Role in Cancellation
Ster-Kinekor, one of South Africa’s largest cinema chains, said it had been informed earlier that the film met all regulatory requirements and was set for release.
“Our position is that we’re not in the business of censorship,” said CEO Mark Sardi, adding that the decision was likely commercial rather than regulatory.
Meanwhile, South Africa’s Film and Publications Board confirmed it was not aware of the film being withdrawn.
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