Jeff Bezos has finally found a way to spend more money on a documentary than most people spend on a space programme. This weekend, the film Melania hits 1,500 cinemas, and the box office predictions are about as glamorous as a rainy Tuesday in Slough. While Amazon spent a whopping $75 million to buy and promote this behind-the-scenes look at the First Lady, experts reckon it might only scrape together about $3 million in ticket sales.
To put that in perspective, Amazon paid $40 million just for the rights. They then threw another $35 million at NFL playoff ads, popcorn buckets, and even a massive digital display on the Las Vegas Sphere. For a documentary about planning an inauguration, that is a lot of expensive hype for a movie that most people will likely wait to see on Prime Video while they are folding laundry.
A Controversial Director’s Cut
The film is directed by Brett Ratner, a man who has been notably absent from Hollywood since 2017 following a string of sexual misconduct allegations. Apparently, if you want to make a comeback in the film world, directing a gilded portrait of a First Lady is one way to do it. Critics have already started sharpening their pens, with some describing the film as a “propaganda doc” and others comparing its aesthetic to a high-budget baby shower.
| Financials | The Brutal Reality |
| Acquisition Cost | $40 million paid to the Trumps. |
| Marketing Spend | $35 million (NFL ads, Sphere, buckets). |
| Opening Forecast | $1 million to $5 million. |
| The Payout | Melania reportedly pocketed $28 million. |
Tech Lords and Movie Nights
The drama isn’t just on the screen. Last week, Apple CEO Tim Cook was spotted at a private White House screening of the film. This wouldn’t usually be a problem, except it happened on the same day federal agents were involved in the fatal shooting of Alex Pretti in Minneapolis.
Critics are now accusing tech giants like Apple and Amazon of “currying favour” with the administration. While Amazon insists they only bought the film because they think customers will love it, skeptics are wondering if the $75 million was actually a very expensive “please don’t regulate us” card.
Why the Wide Release?
It is incredibly rare for a documentary to get a wide theatrical release, especially when it is essentially a 90 minute advert for a political brand. Most films of this genre target a few select cities before moving to streaming. By pushing it into 1,500 theatres, Amazon is hoping the “MAGA” crowd will fill seats, but early reports from places like UK cinemas suggest sales are looking a bit soft.
Whether the film is a hit or a miss, the Trump family has already won. Melania herself reportedly took home a massive chunk of the acquisition fee before a single ticket was even sold. It is a bold strategy to make a movie where the only person guaranteed to profit is the star.
If you are looking for a thriller this weekend, you might be better off watching the Amazon share price.
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