The release of the controversial film “The Apprentice,” which dramatizes the early years of former President Donald Trump and depicts him in a negative light, has been met with widespread disappointment at the box office. Expected to gross around $1.5 million in its opening weekend across 1,740 screens, the film has achieved a dismal per-screen average of about $862. This underwhelming performance, reflecting an average of only five viewers per screening, signifies a rejection by the moviegoing public. This poor turnout stands in stark contrast to pre-release expectations, which estimated that the film could gross closer to $3 million, making its reception even more embarrassing.
Despite receiving substantial promotional coverage from mainstream media outlets like The New York Times, CNN, and Variety, the film has failed to generate excitement among viewers. The significant media presence leading up to the release did not translate into ticket sales, highlighting a disconnect between media hype and public interest. This lack of enthusiasm may stem from the polarizing nature of Trump as a figure in American politics, contributing to a divided audience response and a reluctance to support a film that openly critiques him.
The failure of “The Apprentice” to secure financing or distribution from major studios demonstrates a broader rejection within Hollywood itself. Most production companies and streaming platforms opted out of involvement with the film, resulting in Briarcliff Entertainment being its last-minute distributor. Additionally, Briarcliff had to rely on a crowdsourcing campaign to cover the film’s distribution costs, suggesting that unwavering interest or confidence in the movie was scarce even from those tasked with promoting it.
Directed by Ali Abbasi, “The Apprentice” aims to shed light on Trump’s ascent to power during the 1970s and early 1980s while exploring his complex relationship with the notorious lawyer Roy Cohn. The narrative portrays Trump, played by Sebastian Stan, at various points in his rise, including controversial scenes that depict behavior that many might find objectionable. One such provocative moment shows Trump committing an act of sexual violence against his then-wife, Ivanka Trump, a claim she has firmly denied. These dramatic interpretations have sparked significant public backlash and criticism, intensifying the scrutiny surrounding the film.
Amidst this controversy, Trump’s legal team attempted to block the film’s release through a cease-and-desist order, asserting that the filmmakers should refrain from pursuing distribution deals. Despite these efforts, the film managed to premiere at the Cannes Film Festival, where Abbasi took the opportunity to denounce Trump, calling him “fascist” in nature. The negativity surrounding the film, coupled with its provocative content and the contentious persona of Trump, has likely dissuaded audiences from engaging with it.
Gabriel Sherman, who wrote the screenplay for “The Apprentice,” expressed that the film reflects Trump’s relentless pursuit of his ambitions. However, the overarching public rejection of the film serves as a litmus test for the sentiment towards Trump and his legacy, illustrating that audiences are not universally supportive of narratives that depict him unfavorably. As the film struggles in theaters, it raises questions about the broader implications of political biopics in contemporary society and the challenges filmmakers face when tackling contentious historical figures.
