Amazon’s $35 Million ‘Melania’ Campaign Faces Scrutiny Over Intentions
Amazon has launched a $35 million marketing initiative for the film “Melania,” which chronicles Melania Trump’s life leading up to her husband’s second inauguration. The film, directed by Brett Ratner, is set to premiere in 3,300 theaters globally on Friday. It marks Ratner’s return to filmmaking after facing multiple sexual misconduct allegations, which he has denied.
$40 Million Deal for ‘Melania’
Amazon’s acquisition of “Melania” cost approximately $40 million, surpassing Disney’s bid by $26 million. This deal not only covers the film but also includes a related docuseries set to be released later this year. The production budget for “Melania” remains undisclosed but is expected to be below $5 million, typical for similar documentary projects.
Unprecedented Marketing Efforts
The marketing budget is notably substantial, exceeding that of many other high-profile documentaries. For context, critically acclaimed films like “RBG” utilized a total promotional budget of around $3 million. This extensive marketing has led many in Hollywood to speculate about Amazon’s motives, questioning whether this is a strategic move to gain favor with the Trump family.
Industry Reactions
Industry professionals have voiced their concerns. Ted Hope, a former Amazon executive, expressed skepticism regarding the financial motivations behind the promotional push. Thom Powers, a prominent documentary programmer, described the Amazon deal as startling due to the film’s overspending and Ratner’s involvement.
- Amazon’s marketing strategy has sparked significant debate.
- Employees reportedly felt pressured to participate in the project despite personal reservations.
- The company’s motives have been likened to an attempt to curry political favor.
Box Office Expectations
“Melania” is projected to generate around $5 million in ticket sales for its opening weekend across 1,700 North American theaters. This performance could align it with other politically oriented documentaries, albeit with much higher production and marketing expenditures.
International Release and Critical Outlook
Internationally, the film will also debut in 1,600 theaters, managed by FilmNation across more than 20 countries. Analysts anticipate a lackluster performance in international markets. For example, Vue, a UK-based cinema chain, reported minimal ticket sales for its showings.
The overall strategy surrounding “Melania” raises questions about Amazon’s documentary direction, shifting away from its history of supporting progressive content. With future implications for the film industry, the scrutiny on this campaign is anticipated to continue in the coming weeks.
