Pilloried as a multimillion-dollar sweetener, Amazon’s Brett Ratner-directed portrait of the first lady has opened with a grand ‘black-carpet’ premiere in Washington and mysteriously empty cinemas around the planet

• Eggs, hats and unfettered political ambition: what we learned about Melania Trump from her documentary

Thursday night in Washington saw the world premiere of Melania, Brett Ratner’s $40m film about the first lady and one of the most expensive documentaries ever made. At the lately renamed Donald J Trump and John F Kennedy Center for the Performing Arts, guests including House speaker Mike Johnson and health secretary Robert F Kennedy waved to reporters from the black carpet (which was paying homage to the first lady’s favourite colour) before making their way up steps emblazoned with her name in glowing monochrome block capitals. Once the film began, unreeling its profile of Melania Trump over the 20 days leading up to her husband’s January 2025 inauguration, press were barred.

Everyone was welcome to attend the UK’s first screening on Friday morning, yet all tickets to the 9.40am screening at Sittingbourne’s Light cinema’s 34-seater screen three remained unsold – until I bought one. Ten minutes before it began, doors to the multiplex were still locked and only gulls were patrolling the puddles outside the entrance. Screenings this early were unusual, an usher confirmed, “usually it’s just kids films”.

Twelve showings of Melania – which does in fact have a PG rating in the UK – are scheduled over its week-long Sittingbourne run, for which a total of six seats have so far been sold. By contrast, 59 seats have already been snapped up for the first-day screenings of Wuthering Heights in a fortnight, and 33 for Being Victoria Wood next Tuesday.