The lavish production of "Melania," a film about the third wife and first lady of President Donald Trump, has yielded a disappointing box office performance. Despite Amazon's $75 million investment in the project – a whopping $40 million for rights acquisition plus an additional $35 million for marketing and release – there are no sold-out screenings, no viral clips, and no manufactured outrage to fuel publicity.
The film's failure is not due to critical backlash or liberal boycotts, but rather because the MAGA community, comprising of Trump supporters, simply doesn't care about this documentary. This is a stark contrast to how right-wing media operates, where "grievance theater" often draws massive attention. In this context, "cinematic viewing" is not enough to stir passion in the hearts of those who crave spectacle.
The problem lies with Melania herself – or rather, her absence as a cultural figure. Her image, devoid of depth or intrigue, presents no compelling narrative for audiences seeking substance. Unlike liberal villains or marginalized groups that evoke outrage, there's nothing here to rile up Trump supporters.
What does have the power to mobilize them, however, is the idea of shared resentment and the perception that President Trump is fighting against corrupt elites on behalf of ordinary people. But when his family – including Melania – profits from their connection to him, as has been the case in this film's production, this narrative falls apart.
The involvement of director Brett Ratner, who has faced multiple allegations of sexual harassment and assault, only adds to the skepticism surrounding the project. It's not surprising then that Trump supporters are wary of this documentary, recognizing it for what it is – a self-serving vanity project with little to offer in terms of meaningful storytelling.
In fact, this film serves as a microcosm of the rot at the intersection of wealth, power, and media. The Wall Street Journal reported that Melania herself pocketed over $28 million from her participation in the documentary, fueling accusations that this was an attempt by Amazon's Jeff Bezos to curry favor with Trumpworld.
Meanwhile, the Washington Post – another institution owned by Bezos – has been hemorrhaging talent, with numerous journalists and columnists fleeing due to perceived pressure on editorial board endorsements. The paper's credibility has taken a hit, reflecting Bezos' priorities over journalistic integrity. This collaboration between business interests and media outlets risks undermining democracy itself.
Ultimately, this film serves as a cautionary tale about the perils of trying to sway public opinion through manipulation and self-serving projects. When those in power attempt to buy influence or curry favor with powerful groups like Trump supporters, the result is often a hollow shell of an idea that fails to resonate.
The film's failure is not due to critical backlash or liberal boycotts, but rather because the MAGA community, comprising of Trump supporters, simply doesn't care about this documentary. This is a stark contrast to how right-wing media operates, where "grievance theater" often draws massive attention. In this context, "cinematic viewing" is not enough to stir passion in the hearts of those who crave spectacle.
The problem lies with Melania herself – or rather, her absence as a cultural figure. Her image, devoid of depth or intrigue, presents no compelling narrative for audiences seeking substance. Unlike liberal villains or marginalized groups that evoke outrage, there's nothing here to rile up Trump supporters.
What does have the power to mobilize them, however, is the idea of shared resentment and the perception that President Trump is fighting against corrupt elites on behalf of ordinary people. But when his family – including Melania – profits from their connection to him, as has been the case in this film's production, this narrative falls apart.
The involvement of director Brett Ratner, who has faced multiple allegations of sexual harassment and assault, only adds to the skepticism surrounding the project. It's not surprising then that Trump supporters are wary of this documentary, recognizing it for what it is – a self-serving vanity project with little to offer in terms of meaningful storytelling.
In fact, this film serves as a microcosm of the rot at the intersection of wealth, power, and media. The Wall Street Journal reported that Melania herself pocketed over $28 million from her participation in the documentary, fueling accusations that this was an attempt by Amazon's Jeff Bezos to curry favor with Trumpworld.
Meanwhile, the Washington Post – another institution owned by Bezos – has been hemorrhaging talent, with numerous journalists and columnists fleeing due to perceived pressure on editorial board endorsements. The paper's credibility has taken a hit, reflecting Bezos' priorities over journalistic integrity. This collaboration between business interests and media outlets risks undermining democracy itself.
Ultimately, this film serves as a cautionary tale about the perils of trying to sway public opinion through manipulation and self-serving projects. When those in power attempt to buy influence or curry favor with powerful groups like Trump supporters, the result is often a hollow shell of an idea that fails to resonate.
If Amazon's got $$75 million invested in this docu, you'd think there'd be some kinda buzz around it, especially since they're basically propping up Melania herself as the star... but nope! It's like people just aren't that into her story. Maybe 'cause she's too polished and perfect? 
I mean we don't really know much about the woman beyond being Mrs Trump, so it's not exactly a juicy scandal.
It's all about who's got the wallet, right?
. The problem is, Melania isn't really a household name, so who's gonna get excited about her? It's like making a movie about your aunt Mildred and expecting people to go wild for it 
. And don't even get me started on the director's shady past – what did you expect from a guy with that kind of baggage? 
The whole thing just feels like a cash grab, and I'm not surprised Trump fans aren't biting 
. Amazon should've stuck to making Kindle books or something...
. I mean, if you're not gonna stir up outrage or passion, then what's the point? It's like trying to have a deep conversation about climate change without mentioning politics 
. People crave spectacle over substance, and when you try to give them the latter, they're just not interested.
. I mean, she's married to Trump, so you've gotta wade through a lot of baggage before you can even begin to explore her story 
. And don't even get me started on Brett Ratner's involvement – that guy has got some serious skeletons in his closet 
.
. When you've got billionaires like Bezos trying to curry favor with powerful groups like Trumpworld, it's hard not to see some shady business going on 
.
. Can't we strive for something more nuanced and thought-provoking than just clickbait headlines or shallow documentaries? 
. We all know she's a style icon and all, but there's more to a cultural figure than just looks.
. We need to be vigilant about this kind of manipulation and self-serving projects, because when they succeed, it can have serious consequences for our democracy. 
i mean, trump supporters aren't exactly known for being passionate about docu's about his family... and honestly, melania just doesn't have the same kinda charisma as other first ladies... plus with brett ratner involved 
it's a total red flag 
... i mean, we all know his history, and it's just not something that can be easily forgotten. so when you throw in the fact that melania gets to pocket $28 million for her participation? yeah, it feels like more of the same old stuff 
and I'm so hyped for it! They're going to do justice to Captain America's story 
I wonder if they'll include some Easter eggs from the comics 
. Speaking of which, have you guys seen that new TV show on Netflix? It looks so intense with all those action scenes and dramatic music 
I've been meaning to check it out for weeks now...
it's like they were just trying to cash in on her husband's fame 
. The problem is Melania herself, she's just not that interesting 
. Trump supporters aren't invested in her story because she doesn't have any depth or controversy surrounding her 
.
. It's no wonder the MAGA crowd is skeptical about this doco 
.
! I mean, you'd think the third wife and First Lady would be able to stir up some drama or controversy, but nope, it's just a snooze fest 
not just show some bland documentary about Melania. And let's be real, her image is pretty shallow so what can she represent, exactly?
the fact that amazon invested so much in this project only highlights how shallow their interests are 