*Courtesy of Tom Williams/CQ-Roll Call, Inc via Getty Images.*

The Guardian days advance ticket sales were strikingly low ahead of the film’s London debut on Friday. At a cinema in Islington, only a single ticket had been sold for a mid-afternoon screening, while just two people purchased tickets for an evening showing at the same location.

The situation appeared even more dire at major cinema chains. Across Vue multiplexes in London, every scheduled screening showed zero advance ticket sales.

This muted reception comes despite the documentary receiving clearance from the British Board of Film Classification and benefiting from heavy promotional efforts in the United States.

Vue chief executive Tim Richards acknowledged that the chain had faced backlash for including the documentary in its programme. However, he argued that cinemas should not function as cultural arbiters. Richards said that once a film is officially approved for release, it should be shown irrespective of public sentiment or political controversy.

The documentary tracks the US First Lady during the 20 days preceding President Donald Trump’s second inauguration, granting rare behind-the-scenes access to both her professional responsibilities and private life.

It depicts Melania Trump’s advisory role within the administration, including her input on the tone of the president’s inaugural speech, and captures scenes from Inauguration Day that spotlight her fashion choices and public image.

The film also explores her diplomatic activities, the operations of the Secret Service in her orbit, and personal moments within the First Family, at times presenting a more relaxed side of the president.

Produced as part of a reported $40 million agreement with Amazon MGM Studios, the documentary forms one element of a broader deal that also includes a planned follow-up series focusing on causes associated with the First Lady, such as foster care for children.

Earlier this month, the film was privately screened at the White House for the president, the first lady and a small circle of associates.

Its theatrical release is scheduled for January 30.

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