$40 Million Amazon Licensing and $35 Million Marketing Spend Melania Trump secured a $40 million licensing agreement with Amazon MGM Studios, complemented by a $35 million promotional budget, creating a $75 million package that makes her the first sitting first lady to profit directly from a film while in office [1][2]. The deal emerged after a competitive bidding war, with Amazon winning by leveraging AI‑driven audience analytics to justify the investment [2]. The marketing blitz spans television, billboards, subway stations, buses, and the Las Vegas Sphere across nearly 30 countries [2].

Melania’s Hands‑On Executive Role and Editorial Control Acting as executive producer, Melania Trump oversaw production, post‑production, trailer construction, music selection, and the global ad campaign, exercising full editorial authority [1][2]. Her adviser Marc Beckman confirmed her involvement at every stage, positioning her as the creative lead rather than a mere approver [2]. This unprecedented level of control distinguishes her from previous first‑ladies who published memoirs only after leaving the White House [1].

Brett Ratner Returns to Direct First Major Film Since 2017 Allegations The documentary “Melania” is directed by Brett Ratner, marking his first major project since multiple women accused him of sexual misconduct in 2017, allegations he continues to deny [1][2]. Industry observers view the film as a make‑or‑break test for Ratner’s comeback, while the production team emphasizes his professional credentials [1]. Ratner’s involvement adds a layer of controversy that parallels the film’s own contentious launch.

Premiere Events, Wide Theatrical Rollout, and Streaming Companion The film opened Thursday at the newly renamed Trump Kennedy Center in Washington, D.C., with a red‑carpet ceremony and simultaneous invitation‑only screenings in 21 U.S. cities [1][2]. It debuted in roughly 1,500 domestic theaters, and Amazon will stream a three‑part docuseries companion on Prime Video shortly after theatrical release [1]. A private White House East Room screening preceded the public debut, attended by cabinet members and high‑profile guests [2].

Box‑Office Projections, Marketing Impact, and Minneapolis Shooting Controversy BoxOffice Pro forecasts an opening‑weekend gross of $2 – $5 million, noting a surge in bookings over the ten days before release [1]. The $35 million advertising push aims to translate curiosity into ticket sales amid a broader slump in cinema attendance [2]. On the same day as the premiere, federal agents shot 37‑year‑old ICU nurse Alex Pretti in Minneapolis, prompting protests; attendees at the Kennedy Center event ate popcorn from custom “Melania” boxes while a “Melania Waltz” played, and Melania addressed the incident on Fox News, urging peaceful protest [1].