Amazon's 'Melania' Documentary Premieres Amid Controversy, Review Bombing, and Record Marketing Spend
Published Date: 29th Jan, 2026
January 29, 2026
Amazon MGM Studios launched its controversial documentary "Melania" in limited theatrical release today, providing unprecedented access to First Lady Melania Trump's life during the lead-up to her husband's second inauguration, but the film has immediately become one of the most polarizing cinematic events of the year.
Rare Glimpse Into the First Lady's World
Directed by Brett Ratner and executive produced by Melania Trump herself, the 104-minute film follows the former model and First Lady over 20 intense days before Donald Trump's January 2025 inauguration. Viewers see her coordinating logistics for the ceremony, managing the White House transition, handling family relocations, and participating in private strategy sessions and personal moments rarely captured on camera.
Amazon describes the production as an "intimate, never-before-seen portrait" that highlights Melania's elegance, decision-making, and central role in the Trump family's return to power. The documentary carries a PG rating and is scheduled for wide theatrical release tomorrow, January 30, across roughly 2,000 U.S. screens and thousands more internationally.
Massive Budget Draws Scrutiny
Reports indicate Amazon paid $40 million to acquire the rights—outbidding several major studios—and committed another $35 million to marketing, including prime-time NFL playoff advertisements, digital campaigns, and a global premiere simulcast. The combined spend of $75 million is unusually high for a documentary, fueling speculation about the strategic motives behind the investment.
Critics have questioned whether the project represents an attempt by Amazon to curry favor with the incoming administration, especially given the company's ongoing regulatory and antitrust battles in Washington.
Immediate Backlash and Review Bombing
Even before today's premiere, "Melania" faced aggressive pre-release review bombing on platforms such as Letterboxd and IMDb, where hundreds of one-star ratings flooded in from users who openly admitted they had not watched the film. Average scores have hovered around 2.0–2.5 stars, with comments labeling it a "vanity project," "propaganda," or "waste of time."
Supporters, however, have praised the production for its access and polished presentation, with some early viewers describing it as surprisingly personal and well-crafted.
President Trump promoted the film on Truth Social, calling it "beautiful, powerful, and a must-see for every American" while claiming early ticket sales were "through the roof."
International Distribution Challenges
The documentary's rollout has already hit roadblocks overseas. South Africa's local distributor canceled theatrical plans, citing unspecified concerns, while other markets proceed cautiously amid polarized public opinion.
Advance ticket sales in the U.S. have been described as modest in many locations despite the heavy promotional push, though some theaters in conservative-leaning regions report stronger early interest.
Cultural and Political Flashpoint
As "Melania" enters theaters during one of the most divided political climates in modern history, its box office performance will serve as more than a financial metric—it will be viewed as a barometer of public sentiment toward the Trump family and the broader cultural role of documentary filmmaking in a hyper-polarized era.
Whether the film draws curious viewers seeking insight into the First Lady's private world or faces widespread rejection remains to be seen. For now, "Melania" stands as one of the most talked-about—and most divisive—documentary releases in recent memory.
Date: 29th Jan, 2026
