Amazon's $75m Melania Trump Documentary Faces Box Office Scrutiny
This weekend marks the release of a highly controversial documentary about Melania Trump, funded to the tune of $75 million by Amazon and directed by the disgraced film-maker Brett Ratner. The film, simply titled Melania, is set to debut in approximately 1,500 theaters across the United States, sparking intense debate over its potential success and the motivations behind its lavish production budget.
Unprecedented Funding for a Political Documentary
Amazon has invested a staggering $75 million into this project, comprising a $40 million acquisition fee and an additional $35 million for marketing. This sum represents the most the company has ever paid to secure distribution rights for a single film. Reports indicate that Melania Trump herself pocketed nearly $30 million from the initial $40 million outlay, a transaction deemed legal as the first lady is not a government employee but a private citizen.
The funding frenzy is attributed to a post-election bidding war, driven by corporate anxiety over aligning with perceived political shifts. Amazon claims this investment reflects genuine audience interest in a Melania documentary, rather than an attempt to curry favour with the current administration. However, the company purchased the project sight unseen, as the film did not fully exist at the time of the deal.
Box Office Predictions and Comparisons
Despite its wide release, box office forecasts for Melania are modest. Predictions range from an opening weekend haul of around $1 million to as high as $5 million. This places it well below the record set by Michael Moore's Fahrenheit 9/11, which remains the highest-grossing non-music or nature documentary of all time.
Comparisons are drawn to other right-leaning documentaries, such as Am I Racist?, which topped the 2024 documentary charts with $12 million. Yet, none of these films commanded the colossal budget allocated to Melania. The Hollywood Reporter notes that surpassing Am I Racist? would make this the biggest non-music documentary launch in a decade, but industry insiders remain sceptical.
Controversial Production and Director
The documentary is helmed by Brett Ratner, known for the Rush Hour trilogy and an X-Men sequel, but who has been absent from feature filmmaking for 12 years following multiple allegations of sexual misconduct in 2017, which he denies. His involvement adds a layer of controversy, with reports of a chaotic shoot involving three camera crews and leaving a trail of detritus, according to Rolling Stone.
In a unusual move, the film has been withheld from critics, with no promotional screenings offered. Advance ticket sales show a mixed picture: strong interest in some blue-state locations like Manhattan's AMC Lincoln Square, where Friday evening showings are nearing sell-out, contrasted with minimal sales at other venues such as the AMC Empire in Times Square.
Political and Cultural Implications
President Trump has actively promoted the film, claiming it is selling out rapidly, even as anecdotal evidence suggests public resistance, including booing during trailer screenings. The documentary transcends mere entertainment, serving as a symbol of the Trump administration's blend of politics and celebrity culture.
For Melania Trump, the box office outcome is largely irrelevant financially, as she has already received her substantial fee. The film perpetuates a narrative among supporters of her as a figure of class and glamour, though critics argue it lacks substantive content beyond pro-Melania sentiments.
Ultimately, Melania highlights the intersection of media, money, and politics in modern America, raising questions about the ethics of corporate funding in democratic processes. As audiences flock—or avoid—theaters this weekend, the film's legacy may hinge less on ticket sales and more on its role in ongoing political discourse.
