A $40 million documentary that critics called a 'shameless infomercial'
In short: When Amazon paid the highest price ever for a commissioned documentary, the result was a polarizing cultural firestorm. Critics slammed the film as propaganda, while audiences gave it near-perfect scores, creating what some call the largest disparity between professional and public ratings in cinema history.
Directed by Brett Ratner, 'Melania' chronicles the 20 days leading up to Donald Trump's second inauguration in January 2025. While Melania Trump pitched the project as a 'created experience' and 'purposeful storytelling' to show her journey from private citizen to First Lady, critics were quick to label it a self-promotional vehicle. The film's production was marked by unprecedented editorial control; Melania was heavily involved in everything from the logo design and color correction to the music selection and advertising campaign.
The film's financing sparked intense scrutiny. Amazon's $40 million bid—the highest ever for a commissioned documentary—led to accusations of bribery from figures like TV host Jimmy Kimmel and the former director of the U.S. Office of Government Ethics. Critics pointed to the high production costs and the fact that Amazon employees were reportedly told they could not opt out of the project for 'political reasons.' Furthermore, two-thirds of the New York production crew requested to be omitted from the credits.
The reception was a study in extremes. On Rotten Tomatoes, the film holds a 9% positive rating, with critics comparing it to 1960s propaganda and 'gilded trash.' However, audience polls from CinemaScore and PostTrak showed overwhelming approval, with 89% of surveyed viewers recommending it. This divide was so stark that it set a record for the largest gap between critics' and audience scores in the platform's history. Despite the heavy marketing spend, the film was a box-office bomb, grossing only $16.7 million worldwide.
The film also faced unique controversies regarding its soundtrack and cultural impact. It featured a mix of licensed hits and an original score, leading to disputes with artists like Paul Thomas Anderson over the use of his film's music. The project even triggered a protest movement where viewers of Michelle Obama's 'Becoming' saw a 13,000% viewership spike in response to 'Melania.'
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Sources
- Summary by Intellect · source: Melania (film)
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