Why Amazon Is Betting $75 Million on a Melania Trump Documentary

First Lady Melania Trump is making headlines again, this time not for policy or public appearances, but for a major documentary film about her life and role in the lead-up to her husband’s 2025 inauguration. The documentary, titled Melania, is set to premiere in U.S. theaters on January 30, 2026, after a special screening at the White House and the Kennedy Center earlier this month.

What’s particularly striking about this project is the enormous amount of money behind it. Amazon MGM Studios reportedly paid $40 million for the rights to the documentary, a significant sum for a nonfiction film of this kind. That investment reflects Amazon’s belief that the story behind a global public figure like Melania Trump could attract both theatrical ticket sales and streaming views once it arrives on Amazon Prime Video.

On top of the acquisition price, Amazon has spent an additional $35 million or more on marketing and promotion, including national television ads, billboards, and other high-visibility campaigns aimed at building awareness in nearly 30 countries. That means the total investment behind the film could be around $75 million or more, an unusually high number for a documentary.

The documentary was directed by Brett Ratner and co-produced by Melania Trump herself, who also serves as an executive producer. It focuses on the 20 days leading up to her husband’s second inauguration, with behind-the-scenes footage and personal insights into her experiences during that time.

Why the Spending Is Drawing Attention

The sheer scale of the financial commitment has raised eyebrows for several reasons:

• Documentaries rarely receive massive theatrical or promotional budgets like blockbuster films do, making a $75 million total investment stand out in the industry.
• Early ticket sales and box office forecasts have suggested a modest audience turnout, even in areas where support for the Trump family is strong.
• Critics argue the high spending, especially on advertising, reflects not just a business bet but a major promotional push tied to public figures and politics.

Early Screenings and Public Reaction

Before its wide release, Melania was shown at a private screening at the White House, attended by high-profile figures including Melania and Donald Trump, Apple CEO Tim Cook, and boxer Mike Tyson. The event attracted both praise from supporters and criticism from some commentators who saw the timing and pageantry as tone-deaf, given political tensions and ongoing national debates.

What Comes Next

Melania opens in theaters this Friday and will later be available for streaming on Amazon Prime Video. With such a large investment behind it, the documentary will be closely watched as a test case for how major streaming platforms can market and position documentary films, especially those tied to public figures and political families.

Source: CNN