As Melania opens to empty cinemas, mainstream press were blocked from its premiere, where Melania Trump admitted that it isn’t a documentary. As we mentioned only the other day, Amazon has spent an exorbitant sum on Melania, a fluffy ‘documentary’ about the wife of US president Donald Trump. Having spent $40m for the rights to ... Melania | Press blocked from screening, director defends $40m budget, first lady admits it isn’t a documentary
As Melania opens to empty cinemas, mainstream press were blocked from its premiere, where Melania Trump admitted that it isn’t a documentary.
As we mentioned only the other day, Amazon has spent an exorbitant sum on Melania, a fluffy ‘documentary’ about the wife of US president Donald Trump.
Having spent $40m for the rights to the feature-length film, produced through Melania Trump’s own production company, Amazon has spent a reported $35m more on distribution and advertising. A chunk of that money was blown on screening Melania in 27 different countries and across some 1,500 screens across the US – giving it the kind of exposure most documentary filmmakers could only dream of.
Some more money was clearly spent on its premiere, which took place at the Kennedy Centre over the weekend. Both Donald Trump and his wife were in attendance, walking the red carpet (painted black) and answering questions from journalists.
According to Variety, however, journalists and critics weren’t admitted into the screening room to watch the documentary itself; instead, it was shown only to Trump and assorted guests, many of them friends and allies, including pop star Nicki Minaj and secretary of state Marco Rubio.
Outside, director Brett Ratner, once a Hollywood pariah following multiple allegations of sexual misconduct, defended the amount of money Amazon blew on his film.
“I think it’s silly because there’s a feature film and three episodes,” Ratner told Deadline. “An almost two hour feature film and three more episodes. We spent more money on music in this than I did on Rush Hour. I mean, top of the line, three best cinematographers in the world, at the highest level. Eighty people on the first day of shooting in my crew. That’s not unheard of in a documentary. You put the money on the screen.”
Read more: Melania cost $40m. Here’s how that budget compares to other documentary films
It’s true that Melania does indeed have three respected cinematographers: Dante Spinotti and Jeff Cronenweth, plus Barry Peterson, the latter best known for his work on brightly-lit US comedies. Even this raises questions: why did a fly-on-the-wall film shot over just three weeks require three cinematographers in the first place?
Amazon must have known that it was going to be lucky to see a return on its $75m investment (or a “$75m bribe” as Jimmy Kimmel described it). And to nobody’s shock, Melania appears to be faring dreadfully in cinemas. There have been repeated stories of empty theatres, and even claims – which we can’t verify – that adverts have gone up on Craigslist, offering to pay would-be viewers $50 to sit through the film from beginning to end.
Much nonsense was spoken by Trump’s allies at the premiere. Producer (and Melania Trump’s agent) Marc Beckman insisted that the film’s doing better than has been reported so far.
House speaker Mike Johnson argued that Melania will still make money for Amazon, and even if it didn’t, the film is of such vast cultural value that it’s impossible to put a price tag on it.
“Amazon is a business, and they are in the business to make money, and I think they will make money on this film,” he said. “But it also has an inestimable value for its cultural impact. To have a documentary of a first lady, sort of a behind the scenes portrayal, I think there’s great value to that, and I think it transcends dollar figures. I think Amazon has done a good thing for the culture.”
Among all the hot air, Melania Trump may have accidentally said something that is absolutely true.
Taking to the stage at the Kennedy Centre, the first lady said, “Some have called this a documentary. It is not. It is a creative experience that offers perspectives, insights and moments.”
Other potential descriptions could include ‘vanity project’, ‘puff piece’ and ‘propaganda’ depending on your mood.
It’s widely predicted that Melania will make $5m in its opening weekend. But while this curious cultural item inevitably sinks under the waves, it’s important to remember the real winners here. It’s reported that of that $40m Amazon paid for the doc, $28m went straight to the Trumps.
Then there’s Brett Ratner, who’s back in the headlines and back in Hollywood; Rush Hour 4, an action sequel that allegedly exists because Donald Trump demanded it, is due to begin filming this year.
