Amazon’s highly anticipated documentary, “Melania,” is hitting 1,500 theaters this weekend, backed by a staggering $75 million investment from the tech giant. This film centers around Melania Trump and emerges from a post-election bidding war, reflecting corporate efforts to align with perceived shifts in public sentiment.
Financial Stakes and Expectations
Amazon’s investment marks the largest amount the company has ever paid for a single film’s distribution rights. Reports indicate that nearly $30 million of that sum went directly to Melania Trump herself. This financial maneuver, while legal, highlights the complexities of private citizens interacting with large corporations that hold government contracts.
Box office predictions for “Melania” vary widely. Some analysts expect it to gross around $1 million during its opening weekend, which would be below average for major releases. Others estimate a figure as high as $5 million, aligning it with right-wing documentaries that have seen success recently.
Comparative Context
- Michael Moore’s “Fahrenheit 9/11” remains the highest-grossing documentary, with significant box office success in the past.
- For context, the lowest-grossing new release in 1,500 theaters brought in about $330,000.
- The highest-grossing documentary of 2024, “Am I Racist?”, ended its run with $12 million.
Production Insights
The documentary was directed by Brett Ratner, known for the “Rush Hour” trilogy but also embroiled in controversy due to past allegations of sexual misconduct. The film was reported to be filmed rapidly, employing multiple camera crews to capture Melania Trump’s narrative.
Notably, the release was withheld from critics, and the marketing strategy did not include press screenings. This secrecy has led to mixed reactions from potential audiences, with some early sales suggesting strong interest in specific markets, like Manhattan.
Audience Reactions and Projections
- Advance ticket sales at the AMC Lincoln Square indicate a robust demand, with many showings nearing capacity.
- Conversely, the AMC Empire in Times Square reported low ticket sales for the film.
- Social media reactions have included boos directed at the trailer and various ads promoting the documentary.
Despite the varying audience responses, analysts agree that Melania Trump has already secured her payday. The documentary’s financial performance may not directly impact her, given that she has been compensated regardless of its success. This project serves as an extension of her public persona, which some supporters perceive as a return to “class” in the White House.
As “Melania” prepares for its official release, it remains to be seen how audiences across the country will respond to this bold foray into political entertainment from Amazon.
