The White House has entered panic mode in an attempt to salvage the documentary about First Lady Melania Trump, which is forecast to bomb at the box office upon its release. With a production budget of $40 million (approximately R$200 million) and another $35 million (roughly R$175 million) in marketing, the film—simply titled Melania—is expected to gross only $5 million (R$25 million) on its opening weekend, which lands this Friday, January 30, 2026. The production, distributed by Amazon, hits theaters amid a rescue operation orchestrated by the Trump administration itself, aiming to turn the project into a global event.
As a result of the low expectations, the First Lady will make a high-profile appearance to promote the film. She is scheduled to ring the opening bell at the New York Stock Exchange this Wednesday, January 28, in a bid to maximize visibility for the documentary. Additionally, promotional materials have flooded flights of the U.S. delegation to Europe and appeared at recent events of former President Donald Trump, underscoring the concentrated effort. The film, which covers just 20 days of Melania's life before the start of Trump's second term, was an idea entirely driven by her, which she pitched to Amazon founder Jeff Bezos.
Film Details and Marketing Strategy
Amazon has refused to allow critics to screen the film before its release, keeping most details under wraps. In a statement, the First Lady's office said the documentary will focus on “a groundbreaking first year of leadership as First Lady during the second term of the Trump Administration,” highlighting her initiatives aimed at child welfare. However, sources close to the project insist that “this is not a documentary; it’s a film,” emphasizing Melania’s direct involvement in its conception.
To try to reverse the negative outlook, Donald Trump has also joined the campaign. He used his account on X (formerly Twitter) to generate buzz, writing: “COUNTDOWN: 7 Days until the world witnesses an unforgettable, behind-the-scenes look at one of the most important events of our time.” The premiere will take place in 1,400 theaters across 27 countries, with a subsequent streaming release on Amazon Prime. Amazon executives were even instructed to attend premiere events across the country to demonstrate the streaming giant’s support for the project.