Amazon's much-hyped $75 million documentary about First Lady Melania Trump is turning out to be a major box office flop, despite the deep pockets of its billionaire backer Jeff Bezos. The film, directed by disgraced filmmaker Brett Ratner, has struggled to attract audiences since its wide release this weekend, earning just an estimated $1 million in its opening.
What this really means is that Bezos and Amazon have managed to waste a staggering amount of money on a vanity project that nobody seems to have any interest in watching. The film's poor performance is hardly surprising given the controversies surrounding both its subject matter and its director. As reports from the film's crew have revealed, the production was plagued by chaos and resentment, with many staff members openly admitting they "feel a little bit uncomfortable with the propaganda element of this."
Bezos Bets Big on Melania
The bigger picture here is that the failure of the Melania documentary is just the latest example of how the ultra-wealthy like Bezos are increasingly using their vast resources to shape the cultural landscape in ways that serve their own interests. By pouring tens of millions into a film that glorifies the wife of a deeply unpopular former president, Bezos was clearly hoping to curry favor with the Trump political machine and perhaps even position himself for future business opportunities.
But as BBC reports, the film has struggled not just at the box office, but also in the court of public opinion, with cinema chains like Vue admitting that ticket sales have been "soft" in the UK. This suggests that Bezos and Amazon have badly misjudged the public's appetite for yet another vanity project about the Trump family.
The Decline of Meaningful Entertainment Journalism
The failure of the Melania documentary also highlights the broader crisis facing the entertainment journalism industry, where fluff pieces and uncritical coverage of the wealthy and powerful have become the norm. By lavishing attention and resources on a project like this, Bezos and Amazon are contributing to a disturbing trend where meaningful analysis and critique are being crowded out by shallow, celebrity-focused content.
Ultimately, the Melania documentary debacle is a cautionary tale about the dangers of allowing the ultra-rich to use their wealth to shape the cultural narrative. As independent theaters continue to shutter and the entertainment industry becomes increasingly beholden to the whims of billionaires, it's more important than ever for audiences to demand content that challenges the status quo and holds the powerful accountable.