The documentary **Melania**, directed by Brett Ratner and released by Amazon MGM Studios, has become one of the most polarizing cinematic events of 2026. Premiering in theaters on January 30, 2026, the film chronicles the intimate 20 days leading up to Donald Trump’s second presidential inauguration in January 2025. Billed as an “unprecedented” behind-the-scenes look at First Lady Melania Trump’s life, it promises rare access to private conversations, White House transitions, fashion preparations, and family moments as the Trumps prepared to reclaim power. With a reported $40 million licensing deal—the highest ever for a documentary—and an additional $35 million marketing push, expectations were sky-high. Yet, from empty theaters to savage late-night roasts and online backlash, the project has ignited a firestorm that has left many wondering if this was a triumphant return or a self-inflicted humiliation for the Trump brand.
The controversy exploded almost immediately after promotional materials surfaced. While Donald Trump himself took to social media, declaring the film a “MUST WATCH” and insisting tickets were “selling out, FAST!”, reality painted a different picture. Reports from major markets showed dismal advance sales: one Jacksonville theater reported zero tickets sold for its opening-night screening, with similar stories emerging from other locations. Critics pounced. Jon Stewart, in a blistering segment, mocked it as an “unnecessary” vanity project bankrolled by Jeff Bezos to curry favor, sarcastically praising Melania’s “unusual hat choices” and framing the whole endeavor as a billionaire’s bid for presidential goodwill. Late-night hosts and online commentators echoed the sentiment, turning what was meant to be a glossy celebration into fodder for memes and ridicule. Social media platforms lit up with hashtags questioning the film’s relevance in a time of political turbulence, with detractors calling it everything from a “perfume commercial for gold-plated despair” to a tone-deaf display of excess amid broader national concerns.
Behind the scenes, the production itself has drawn scrutiny. Directed by Brett Ratner—making his controversial comeback after facing multiple sexual misconduct allegations in 2017 (which he has denied)—the film reportedly involved the director living at Mar-a-Lago during filming. Insiders have whispered about chaotic working conditions, with some crew members expressing regret over their involvement and a significant portion opting out of on-screen credits. Despite the high production values, including stunning cinematography and a focus on Melania’s poised elegance, the narrative has been criticized as overly curated. The trailer, released in late 2025, showcased glamorous shots of inauguration prep, Air Force One, and tender family interactions, but skeptics argued it revealed little new substance beyond polished optics. A private White House screening on January 24, attended by high-profile guests like Mike Tyson, Tim Cook, and Queen Rania of Jordan, was meant to build buzz. Instead, Melania’s own social media posts from the event—featuring posed photos against branded backdrops—only fueled perceptions of tackiness and self-promotion.
The fallout has extended far beyond box-office numbers. Projections for the opening weekend hovered around $5 million domestically—a respectable figure for a documentary in today’s theatrical landscape but far short of the hype surrounding a $75 million-plus investment when factoring in rights and promotion. Internationally, the film rolled out in nearly 30 countries, yet early indicators suggested “soft” sales in places like the UK. Trump loyalists defended it fiercely, praising the “cinematic journey” and behind-the-scenes glimpses of presidential humor and family life. Critics, however, saw it as emblematic of a broader pattern: an administration blending personal branding with governance. The renaming of the Kennedy Center to the “Trump Kennedy Center” for the premiere only amplified accusations of ego-driven spectacle.
As the dust settles, **Melania** stands as a cultural lightning rod. For supporters, it’s a bold reclamation of narrative by a first lady who has long maintained a low profile. For opponents, it’s proof that even lavish production can’t mask perceived vulnerabilities in the Trump orbit. Whether the film rebounds through streaming on Prime Video or fades into footnote status remains to be seen. One thing is certain: in an era where every frame can spark outrage, this behind-the-scenes chronicle has delivered more drama off-screen than on. The conversation rages on, proving once again that in politics and entertainment, nothing sells quite like controversy.
