If you’ve been watching TV lately, you might have seen ads for Melania, a new documentary about First Lady Melania Trump. It premiered today at the newly renamed Trump Kennedy Center in Washington, D.C., and is set to hit 1,500 screens across the U.S. this weekend—an unusual strategy for a documentary.
Amazon picked up the film for $40 million, with an additional $35 million spent on marketing. This has raised eyebrows. Jason Spingarn-Koff, a journalism professor at UC Berkeley, questioned the rationale behind such a hefty budget. He noted that the market for documentaries isn’t what it used to be, with even Oscar-nominated titles struggling for visibility in theaters.
Questions about Melania Trump’s personal earnings from the film and whether the budget might be an attempt to gain favor with President Trump remain unanswered by the White House. The film chronicles her first 20 days back in the role of First Lady.
In a trailer with dramatic music and striking visuals, there’s a moment where she calls her husband “Mr. President” and they exchange questions about an unspecified event. Melania told Fox and Friends she was heavily involved in the production, hoping to offer a glimpse into her private life with Donald Trump.
Interestingly, Amazon did not provide advance screenings for critics, typically standard in film promotion. As ticket sales have lagged, social media has been buzzing with laughter about the film’s performance, alongside jokes from late-night hosts.
While Melania appears to be a straightforward documentary, it has an added layer—she’s also an executive producer. When asked about the film’s production, Melania emphasized her vision and teamwork. However, Spingarn-Koff pointed out that when the subject of a film has editorial control, it often feels more like public relations than an independent documentary.
Melania Trump has always maintained a carefully curated image, which has intrigued the public. Author Kate Bennett, who has followed her career for years, notes people are always eager to uncover her true thoughts. Yet, Bennett believes the public may never fully understand Melania, as she is fundamentally private.
Bennett highlights the unique nature of seeing Melania on screen during this presidency. Typically, political figures engage with the public through speeches or press appearances, but Melania is choosing to tell her story in a different way—through a film. This marks a shift in how public figures navigate their images and influence.
For those interested in documentaries, the dynamics of the film industry today show that traditional narratives are being reshaped in ways we haven’t seen before, especially with personal stories of political figures.
For more insight into the changing landscape of documentary filmmaking, you can check out The Hollywood Reporter.
