In the new film “Melania” directed by Brett Ratner and produced by First Lady Melania Trump herself, viewers follows through the 20 days leading up to Donald Trump’s 2025 inauguration. Cameras followed her every move, planning, wardrobing, preparing, and prepping for the First Lady’s White House re-entry. With a budget of $40 million to produce and $35 million to market and promote, many wonder if the film met expectations.
Amazon and MGM studios released the film on Jan. 30, just 10 days after the President Trump was inaugurated. “Melania” promised an intimate view of inside the White House, a stark contrast to the current controversies that surround the administration and current position of the government with questions of censorship and propaganda.
However, critics argue after watching the film that the plot feels more like a “rebrand” rather than a true look into the lives of a president and his wife. In general, viewers found the movie to be superficial and surface-based, never digging deeper into their relationship or their lifestyle at all.
Within the documentary itself, the First Lady even admits she did not follow election results closely. The cinematography feels forced, with many scenes filled with slow motion walks, designer dresses, and staged communication. It creates a subtle divide between those in the government and the everyday American citizen. Many who argue that the Trump family is nothing but “elite” or “rich” is highlighted through these stylistic choices.
Additionally, the problem that critics had with the high advertising budget is that it worked against the film. The team behind the film rejected mainstream press and denied their request to attend the film’s premiere. Along with this, the street ads that the marketing team placed around lower-income communities have been defaced by individuals who are against the current administration. Some of these posters were reported to be covered in drawings comparing Trump to dictators of the past, such as Hitler.
Another controversy with the film was the use of music without proper consultation. A piece of “Phantom Thread” by Jonny Greenwood of Radiohead was used without permission. Allegedly, the film directors failed to consult the composers for third party use.
Overall, the “Melania” documentary, although spending over three times the amount of the average documentary on marketing, failed to reach the proper audience. Despite the budget being high, it was ineffective in the box office, as early reports only reported $9.5 million dollars in revenue.
