What's happened
A Brett Ratner-directed documentary about Melania Trump opened to strong box office numbers, earning $7 million in its first weekend, despite critical panning with a 5% critic score. The film's success contrasts sharply with its poor reviews and high production costs, raising questions about its profitability and political motives.
What's behind the headline?
The film's box office success is misleading.
Despite earning $7 million, the documentary's production and marketing costs total around $75 million, making profitability unlikely. The film's audience skewed heavily toward older, pro-Trump viewers, indicating a targeted political strategy rather than broad appeal.
The disparity between critical and audience reception highlights the film's political utility.
Rotten Tomatoes critic score stands at 5%, while audience ratings are at 99%, reflecting a polarized reception. This suggests the film is more effective as a political tool than as a cinematic work.
Amazon's investment signals a shift in media strategy.
The heavy expenditure on 'Melania' appears aimed at reinforcing political narratives and mobilizing a specific voter base, rather than seeking commercial success. The film's limited theatrical run is likely a prelude to streaming on Prime Video, where the real value lies.
The broader context involves the use of media to influence political discourse.
This case exemplifies how entertainment and political messaging are increasingly intertwined, with online influencers like Mark Fischbach turning YouTube followings into box office hits, challenging traditional Hollywood models.
What the papers say
The Independent reports that the documentary opened to a $7 million box office, the biggest for a non-fiction film in a decade, despite a 10% critic rating on Rotten Tomatoes. Business Insider UK highlights the film's high costs and limited profitability, emphasizing Amazon's strategic investment and targeting of pro-Trump audiences. The articles contrast the film's commercial performance with its critical reception, illustrating how political motives drive its release and promotion, especially in key states like Texas and Florida. Both sources underscore the disparity between audience enthusiasm and critical disdain, revealing a polarized media landscape where partisan support can outweigh artistic merit.
How we got here
The documentary, titled 'Melania: 20 Days to History,' was released as Donald Trump prepared for his second presidential term. It was directed by Brett Ratner, who has faced allegations of sexual misconduct. Amazon purchased the film for $40 million, investing heavily in marketing, primarily targeting pro-Trump audiences in key states. The film aims to offer an intimate look at Melania Trump’s life leading up to her role as First Lady, but critics have dismissed it as a partisan project.
Go deeper
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Melania Trump is a Slovenian-American former model, businesswoman, and the current first lady of the United States, as the wife of the 45th president of the United States, Donald Trump.
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Brett Ratner (born 1969) is an American film director and producer. He directed the Rush Hour film series, The Family Man, Red Dragon, X-Men: The Last Stand, Tower Heist, and Hercules. He is a producer or executive producer of several films, including...