Melania Trump's Presidents' Day Push for Documentary Sparks Ethical Debate
On Presidents' Day, a federal holiday honouring George Washington's birthday, First Lady Melania Trump took to her personal social media accounts to promote her documentary film, Melania, which is currently in theaters. In a post, she urged Americans not to miss the chance to see the film on the big screen, highlighting its immersive visuals and sound. She accompanied this with a greeting, wishing everyone a Happy Presidents' Day, and shared a photo of herself with President Donald Trump from the White House premiere of the documentary in late January.
Premiere Events and Venue Controversies
The photo showed the first couple posing in front of Melania movie signage in the White House's Cross Hall. This premiere was followed by another at the newly renamed Trump Kennedy Center, a venue now embroiled in controversy due to its renaming and the President's sudden decision to close it for two years of major renovations after widespread cancellations. These events have raised eyebrows, as the First Lady's promotion of the film during official duties has faced criticism.
Ethical Questions and Commercial Interests
Melania Trump has been questioned about the appropriateness of hawking the film in her official capacity. During a meeting earlier this month with American-Israeli hostage Keith Siegel and his wife Aviva, she took a moment to plug the documentary, which features a scene where she meets with Aviva to advocate for her husband's release. When asked by a CNN reporter if it was suitable to promote a commercial venture where she is set to earn $28 million, the First Lady insisted, 'It is nothing to do with promotion.'
Film Details and Financial Backing
The documentary, directed by Brett Ratner, chronicles 20 days leading up to President Trump's second inauguration. Amazon acquired the rights for approximately $40 million, a move that has drawn criticism toward Amazon founder Jeff Bezos, especially amid recent layoffs at the Bezos-owned Washington Post. At the box office, the film had a strong opening, grossing around $7 million in its first weekend—the best for a non-concert documentary since 2012. However, ticket sales have since declined, with the film sliding to 15th place among new releases this past weekend, earning under $1 million. Total earnings stand at about $15.4 million, with Amazon MGM executives hopeful that streaming on Amazon's service will help recoup costs, though a release date has not been announced.
Director's Vision and Personal Appearances
Director Brett Ratner, who has largely been absent from Hollywood since a 2017 #MeToo scandal, emphasized in an exclusive interview with the Daily Mail that the film is intended for theatrical viewing. He stated, 'It's big movie stuff... I urge everybody to go see it in the theater, that's what it was made for.' Meanwhile, Melania Trump was spotted spending Valentine's Day weekend with the President at Mar-a-Lago in Palm Beach, Florida, after accompanying him on a visit to North Carolina's Fort Bragg. The President is expected to return to Washington after the holiday.
