Amazon’s Massive Investment in ‘Melania’
Amazon’s aggressive promotion of the documentary “Melania” is raising serious questions across Hollywood. With a staggering $35 million marketing campaign and a $40 million licensing fee paid to Melania Trump’s production company, the film has become a lightning rod in the film industry and political circles alike.
The documentary, directed by Brett Ratner—who has not directed a film since multiple sexual misconduct allegations in 2017—follows former First Lady Melania Trump in the days leading up to her husband’s second inauguration. Amazon’s promotional rollout includes high-profile TV spots during NFL playoff games and a simultaneous premiere in 25 U.S. theaters. The film officially opens in 3,300 theaters globally this Friday.
Industry Concerns Over Spending and Motives
The film’s budget remains undisclosed, but documentaries of this nature typically cost under $5 million to produce. Amazon’s decision to outbid Disney by $26 million for the rights, which also include a future docuseries, has spurred industry speculation about ulterior motives.
“This has to be the most expensive documentary ever made that didn’t involve music licensing,” said Ted Hope, former head of Amazon’s film division. “How can it not be seen as a form of political favor or even a bribe?”
Thom Powers, a documentary curator for the Toronto International Film Festival, was equally puzzled, calling the acquisition “startling” given Ratner’s controversial history and the film’s apparent disconnect from market value.
Sources within Amazon’s entertainment arm revealed that some employees expressed discomfort about working on the project, citing political concerns. However, they were informed that the project was non-negotiable and directed from the top. Amazon CEO Andy Jassy and Amazon Studios head Mike Hopkins even attended a private White House screening last weekend.
In response to the backlash, Amazon reiterated a previous statement: “We licensed the film for one reason and one reason only — because we think customers are going to love it.” Melania Trump’s representatives did not respond to requests for comment.
Comparisons to Other Political Documentaries
The scale of Amazon’s investment is unprecedented compared to other political documentaries. For instance, “RBG,” a 2018 biopic on Ruth Bader Ginsburg produced by CNN Films, cost around $1 million to make and had a promotional budget of roughly $3 million. It opened in 34 theaters and grossed $14 million, ultimately becoming the top political documentary that year.
Julie Cohen, co-director of “RBG” and former Amazon collaborator, criticized the new film’s integrity, citing Melania Trump’s editorial control. “I’ve loved working with Amazon in the past, but this changes everything,” she said. “Their spending on this project is not normal and likely speaks to political motivations. That’s deeply concerning.”
Historically, Amazon has supported progressive-leaning documentaries such as “I Am Not Your Negro,” “Mayor Pete,” “All In: The Fight for Democracy,” and “Time.” The company spent just $12 million in total on those four films—dramatically less than what it has invested in “Melania.”
Box Office Expectations and Global Prospects
Despite the hefty investment, box office projections for “Melania” remain modest. Analysts expect around $5 million in ticket sales over its opening weekend in 1,700 theaters across the U.S. and Canada. The revenue will be split between theaters and distributors. This figure aligns with other right-leaning documentaries like 2024’s “Am I Racist?” and 2023’s “After Death,” both of which had far smaller budgets but delivered similar opening numbers.
Internationally, expectations are even lower. FilmNation is distributing “Melania” in over 20 countries, but early ticket sales are weak. Vue Cinemas in York, England, for example, had sold only six of 451 available seats for its nine weekend showings as of Wednesday. Vue CEO Tim Richards acknowledged customer backlash over the film’s inclusion in their lineup.
Still, Amazon has future plans to stream “Melania” on its Prime platform within a month of its theatrical debut, a move likely to bolster viewership despite lukewarm ticket sales.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.