Amazon/MGM Spent $35M to Promote ‘Melania’ — Wide Release Scrapped? [Updated]

On top of the $40 million Amazon ponied up for Brett Ratner’s docu-hagiography, the studio is spending another $35 million to open it in 27 countries, including a splashy Kennedy Center premiere to be attended by top executives. But for all the expense, Melania is for an audience of one.

via: World of Reel

UPDATE: Things are only getting sketchier when it comes to Brett Ratner’s “Melania.” Puck’s Matt Belloni is reporting that Amazon/MGM spent a ridiculous $35M in marketing on it, which must be some kind of record for a documentary. For context, that Taylor Swift ‘Eras’ concert documentary spent far less on P&A.

The film was acquired for $40M, which means Amazon/MGM have, so far, dished out $75M on a title that might not even earn $5M worldwide on opening weekend—yes, it’s also being rolled out in 27 international territories, and I can’t imagine there being much if an audience for this in Europe.

Furthermore, the original plan was for 2,000+ theaters to screen “Melania” nationwide, but Belloni says it’s now down to 1,400 screens, and EmpireCity Box Office updates that the rollout has actually been reduced some more, going from wide to now limited release.

What exactly is going on here? Your guess is as good as mine. Maybe Melania will make up for weak theatrical sales by becoming a streaming juggernaut—it’s certainly a possibility, and one might even call it a curiosity. Otherwise, spending this much on a documentary that doesn’t have a built-in audience to begin with looks… well, suspect.

EARLIER: Last we checked in with Brett Ratner, he was eyeing a summer shoot for “Rush Hour 4” — which, let’s all be honest here, was greenlit by Donald Trump.

Ratner hasn’t worked in Hollywood for the past seven years. In 2017, at the height of #MeToo, he faced multiple allegations of sexual misconduct and harassment and was immediately dropped by his agency. Ratner has strongly denied all allegations, and no charges were ever brought against him.

However, one studio willing to work with Ratner is Amazon, and they’re now teaming up with him on—of all things—a Melania Trump documentary, which will be co-produced by the former First Lady herself. The film, which was acquired for $40M, is slated for release on January 30 in over 2000 screens nationwide.

That said, and to the surprise of absolutely nobody, presales are atrocious for this doc, which Amazon/MGM is giving an exclusive theatrical run. Internal tracking suggests the film might open below $1M on its opening weekend.

Reports this week indicate that advance bookings in key markets—like Los Angeles and Florida—are virtually non-existent. Hollywood insider Rob Shuter quoted one source as saying that in New York, “only a handful of seats have been booked”.

These static numbers wouldn’t be so bad for a documentary if it weren’t for the fact that the damn film cost $40M to produce. Why? Turns out Amazon/MGM Studios agreed to pay that amount to license and distribute the film, rather than a typical low-budget documentary deal. It’s reportedly the largest known licensing deal for a documentary of this kind.

According to the official description, the film “offers unprecedented access to the 20 days leading up to the 2025 Presidential Inauguration — through the eyes of the First Lady-elect herself.” Amazon MGM also invites viewers to “step inside Melania Trump’s world as she orchestrates inauguration plans, navigates the complexities of the White House transition, and reenters public life with her family.”

This doc could have nabbed decent streaming numbers, but there’s absolutely no reason for it to be rolled out in theaters. That said, Amazon boss Jeff Bezos lights his money on fire for ambiance, and odds are he won’t be losing much sleep over this.