This year has witnessed a notable transformation in the public presence of First Lady Melania Trump, shifting from her typically reserved diplomatic and ceremonial role to a series of glamorous, high-profile appearances alongside her husband, President Donald Trump. At the heart of this change is the launch of her new film, Melania, which has thrust the former model into an unusually prominent spotlight, accompanying the controversial president in several key events throughout 2026.
Ringing the NYSE Opening Bell
In the days leading up to her film's premiere, Melania Trump generated significant media attention by ringing the opening bell at the New York Stock Exchange on January 28, with Donald Trump standing proudly by her side. This event marked one of her most public joint appearances of the year, directly tied to the promotional efforts for Melania: Twenty Days to History. At the NYSE, she described the film not as a documentary, but as a creative experience designed to inspire dreams and offer unique perspectives.
Black Carpet Premiere at the Kennedy Center
Perhaps the most high-profile moment occurred on January 29, when Melania and Donald Trump walked the black carpet together at the Kennedy Center in Washington, DC, for the film's premiere. The meticulously staged event featured VIP attendees from both political and entertainment circles, with speeches from both Trumps. Melania characterised the film as beautiful, emotional, fashionable, and cinematic, while Donald Trump emphasised its importance, calling it a very important movie.
Private White House Screening
Ahead of the formal premiere, the Trumps hosted a private screening at the White House, attracting a mix of high-profile guests, including tech CEOs, entertainers, and dignitaries. Melania explained her motivation, stating she aimed to show other people what it takes to go from being a private citizen to first lady again, highlighting the personal journey depicted in the film.
Film Release and Ticket Sales Performance
The release of Melania, a documentary-style film exploring the 20 days leading up to Donald Trump's return to the White House, represents a clear pivot in Melania's public profile. Distributed globally by Amazon MGM Studios in a deal reportedly worth £29 million ($40 million), the film pushes her into a new kind of spotlight. However, ticket sales have not met expectations, particularly in the UK. For instance, Vue's flagship Islington branch in London premiered the film with a 3:10 pm screening that sold only one ticket, while a later 6:00 pm screening sold two tickets. Future screenings in the cinema's small 25-seat auditorium are faring similarly poorly, with Vue's chief executive, Tim Richards, admitting to the Guardian that UK ticket sales have been soft so far.
These joint appearances underscore a first lady who is not only supporting her husband's political endeavours but also actively forging a more visible personal brand through strategic public engagements and cinematic ventures.
