Cinemas in South Africa will not be showing the much-anticipated documentary about US First Lady Melania Trump, set to be globally released on Friday. The decision comes from the South African distributor Filmfinity, who has decided against the film's release, as reported by the New York Times and local outlet News24. The company has not disclosed the specific reasons for this decision.
The film, titled 'Melania', is not listed on the websites of major South African cinema chains, and independent cinemas, including those in Cape Town, were instructed by Filmfinity not to promote the film. The move coincides with a notable decline in US-South African relations over the past year, which may have influenced the decision of the distributor.
The documentary has received significant funding from Amazon, which reportedly paid $40 million for distribution rights and another $35 million for marketing costs. It chronicles Melania Trump’s experiences leading up to her husband's second inauguration on January 20 last year.
Thobashan Govindarajulu, head of sales and marketing at Filmfinity, indicated the decision to withhold the film in South Africa was based on the current climate, without clarifying the implications of this phrase. Despite attempts to gain additional comments from Filmfinity, the inquiries have not yielded responses. Notably, relations have soured, with former President Donald Trump's comments on issues such as alleged 'white genocide' impacting diplomatic sentiments.
