“Melania,” a documentary about First Lady Melania Trump, is making waves at the box office. It generated about $7.04 million in its opening weekend, placing third behind the thriller “Send Help” and the video game adaptation “Iron Lung.”
Amazon invested $40 million to buy the documentary and is spending an additional $35 million on marketing. Even though it has surpassed initial estimates of $3 to $5 million, profitability in theaters may still be out of reach.
Critics suggest Amazon’s hefty bid aimed to curry favor with the Trump administration rather than focus solely on box office revenue. Veteran film executive Ted Hope remarked that this might be one of the most expensive documentaries ever, not counting those with music licensing fees. He raised concerns about the motivations behind such a large investment.
The documentary is directed by Brett Ratner, who hasn’t made a film since 2017 amid allegations of sexual misconduct. Reports indicate that two-thirds of the New York crew chose not to be credited, raising further red flags about the project’s production.
Despite a preview screening attended by Apple CEO Tim Cook at the White House, the film received sharp criticism, currently holding just 7% on Metacritic and 10% on Rotten Tomatoes. In her review, New York Times critic Manohla Dargis described it as “carefully stage-managed,” offering a limited view of Melania Trump’s life during the 20 days leading up to President Trump’s second inauguration.
Kevin Wilson from Amazon MGM mentioned that they view the film’s performance as just the start. He anticipates a longer life for both this documentary and an upcoming docu-series on Amazon Prime.
This situation highlights how media, politics, and entertainment intersect in unique ways. Understanding these connections can deepen our appreciation of how documentaries are produced and their cultural impacts.
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