White House scrambles to save Melania Trump film after flop forecast

The White House has gone into panic mode to try to save first lady Melania Trump’s documentary, which is forecast to flop at the box office on its opening weekend. With a production budget of $40 million (about 200 million reais) plus another $35 million (approximately 175 million reais) in marketing, the film, titled simply Melania, is expected to gross only $5 million (25 million reais) in its opening weekend, which lands this Friday, January 30, 2026. The production, distributed by Amazon, reaches theaters amid a rescue operation by the Trump administration itself, which is seeking 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 of the New York Stock Exchange this Wednesday, January 28, in an attempt to give the documentary maximum visibility. In addition, promotional materials flooded the flights of the U.S. delegation to Europe and appeared at recent events of former President Donald Trump, evidencing 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 driven entirely by her, which she pitched to Amazon founder Jeff Bezos.

Film details and marketing strategy

Amazon refused to let critics see the film before its release, keeping most details under wraps. In a statement, the first lady’s office said the documentary will focus on “an impactful 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 is a movie,” emphasizing Melania’s direct involvement in its conception.

To try to reverse the negative expectations, Donald Trump also joined the campaign. He used his account on X (formerly Twitter) to drum up interest, 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 release on Amazon Prime streaming. Amazon executives were even instructed to attend premiere events around the country to demonstrate the streaming giant’s support for the project.