"Melania - made by Brett Ratner, a Hollywood hack who hasn't directed since 2014 due to multiple allegations of sexual assault that emerged at the height of the MeToo movement - attracted a lot of attention for the $40 million that distributor Amazon paid for it, an unprecedented amount for a documentary even before you take into account that the company spent almost as much again on marketing."
"Melania, which tracks its subject over the 20 days leading up to the 2025 inauguration, isn't a MAGA screed arriving with raised middle fingers aimed at everyone who isn't ready to get on board with its gilt-rimmed regime - though it can't resist a few digs at the outgoing Biden administration by way of shots of a dazed-looking Joe and an exasperated Kamala Harris."
The film Melania follows Melania Trump's movements during the 20 days before the 2025 inauguration and opened amid notable controversy. Brett Ratner directed the film despite past sexual-assault allegations, and Amazon paid an unprecedented $40 million acquisition fee while spending nearly as much on marketing. The financial outlay functions as political and image signaling rather than a traditional box-office investment. Theater audiences included both Trump supporters and hate watchers, producing mixed reactions. The documentary adopts a polished celebrity-documentary style that emphasizes brand building over explicit political confrontation. Those production metrics can render the film successful without theatrical profitability.
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