economy
February 7, 2026
Melania Goes Deep into the Red
Bret Ratner gave a complete insight into the life of the first lady in the days before the inauguration of President Donald Trump in 2025.
TL;DR
- The Melania documentary had the biggest opening for a non-concert, non-fiction film in ten years, earning $7 million.
- Amazon purchased the film for $40 million and spent $35 million on promotion, totaling $75 million invested.
- Industry insiders consider the promotional spending exceptionally high for a documentary, suggesting it's a strategic move by Amazon.
- The film performed best in regions supporting Donald Trump, exceeding industry projections in states like Texas and Florida.
- Amazon is likely using the theatrical release to drive interest for its later streaming release on Prime Video and an upcoming docu-series.
- Despite the strong opening, the film's high costs and upcoming competition make its path to profitability uncertain.
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