The recent premiere of the documentary "Melania," which chronicles First Lady Melania Trump's life in the 20 days leading up to the 2025 presidential inauguration, unfolded at the White House with a host of distinguished guests present. Among the attendees were Amazon CEO Andy Jassy and Apple CEO Tim Cook, along with other prominent figures including New York Stock Exchange CEO Lynn Martin, Advanced Micro Devices CEO Lisa Su, Zoom CEO Eric Yuan, Queen Rania of Jordan, and personalities like Mike Tyson and Tony Robbins.
Directed and produced by Brett Ratner, "Melania" offers a close look at the First Lady's orchestration of inauguration arrangements, her navigation of the complex transition of the White House, and the family's move back to Washington, D.C. The film's official synopsis emphasizes this intimate access, highlighting significant moments that unfolded behind the scenes.
This documentary debuted on the big screen in theaters this past weekend, with its official premiere held Thursday at the Kennedy Center. The White House event was pre-planned and took place amid a politically sensitive day that saw backlash from some members of Congress, partly due to a protester's death in Minnesota coinciding with the private screening. The attendance of high-profile individuals at the screening also drew criticism, especially directed at those who posed for photographs with Ratner, who faces allegations of sexual misconduct.
Donald Trump, known for his substantial following on social media platform X, where he commands over 109 million followers, used his marketing reach to promote "Melania." Although the former president generally favors using his own Truth Social platform, owned by Trump Media & Technology Group (NASDAQ:DJT), for communication, he made a notable exception to tweeting about the film. On January 23, Trump issued a message to his followers hyping the documentary, painting it as an "unforgettable, behind-the-scenes look" at a pivotal event in history. He followed this with a second tweet urging supporters to secure tickets, claiming the film was "selling out fast."
Despite the campaign for ticket sales, social media users countered the assertion of full houses by sharing images from their local theaters showing minimal or no ticket sales. Reports indicate that the film's box office revenue during its initial weekend is modest, potentially in the low millions, a figure that contrasts sharply with the substantial sum Amazon committed to acquiring the film and promoting it.
Amazon's investment involved a reported $40 million to secure distribution rights to "Melania" from Brett Ratner, accompanied by approximately $35 million dedicated to marketing efforts. The company's strategic promotion included widespread exposure of the film's trailer across social media channels such as X, sometimes boosted by Amazon's advertising spend, and placement of commercials during high-profile NFL playoff games known for their costly ad slots.
The financial outcome at the box office suggests a challenging return on these combined acquisition and marketing expenditures, signaling potential losses despite Amazon retaining streaming rights to the content. Some industry observers note that the high-profile purchase of the film may have been motivated by objectives extending beyond straightforward profit generation, perhaps seeking to maintain prominence in cultural conversations linked to Donald Trump.
Following the premiere and theatrical launch, promotion of "Melania" continues with plans for Melania Trump herself to participate in activities such as ringing the opening bell of the New York Stock Exchange. The official Kennedy Center premiere, attracting around 1,000 guests, is anticipated to stir further public attention, both favorable and critical.
Amid these developments, the commercial viability and cultural impact of the documentary remain uncertain. The contrast between the extensive promotional push, prestigious venue screenings, and the initial modest ticket sales illustrates the complexities facing politically themed media projects in translating buzz into financial success.