‘Here we go again’: $75m Melania film embodies venal spirit of Trump 2.0

January 31, 2026

TL;DR

A documentary titled 'Melania,' detailing the 20 days leading up to the January 2025 inauguration, has premiered.
The film is a large-budget production, with Amazon paying $40 million to license it and an additional $35 million for promotion and distribution.
Melania Trump is reportedly set to make $28 million from the project.
Critics have labeled the documentary a $75 million vanity project with potential box office failure.
The film's financing by Amazon, whose founder Jeff Bezos also contributed to Trump's inaugural fund, has raised eyebrows.
Director Brett Ratner, whose previous work is marred by sexual misconduct allegations, denies the project was intended to curry favor.
The documentary promises rare access to Melania Trump, who has maintained a low profile.
Some observers see the film as an opportunity for Melania Trump to define herself in her second term.
Industry professionals express skepticism about the film's potential, citing Melania Trump's reserved public persona.
The film is considered unprecedented for a sitting first lady, as presidents' spouses traditionally avoid commercial ventures while in office.
Commentators suggest this venture reflects a broader pattern of the Trump family profiting from the presidency.
Mary Jordan, author of 'The Art of Her Deal: The Untold Story of Melania Trump,' stated the first lady's motivations were primarily financial and for editorial control.

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