Amazon Faces $60 Million Loss on ‘Melania’ Documentary But New Series Is Coming
Amazon has a reputation for investing heavily in high-profile projects, yet few ventures have proven as costly as its recent dive into political documentary filmmaking. Just months after the original project’s lackluster theatrical performance, the streaming giant is already planning another chapter of the same narrative.
The initial documentary, titled ‘Melania’, showcased First Lady Melania Trump during the 20 days leading up to President Donald Trump’s second inauguration, directed by Brett Ratner. Amazon reportedly paid $40 million to acquire the project, marking the highest price ever for a documentary, and added a $35 million marketing campaign, bringing the total expenditure to around $75 million.
According to Melania Trump’s senior adviser Marc Beckman, Amazon is set to launch a new docuseries focused on Melania Trump this fall, just months after the original documentary incurred an estimated loss of $58.4 million due to its disappointing box office results. Speaking on the conservative media network Real America’s Voice, Beckman stated, “This fall, we are following the film with a docuseries, surrounding the first lady. It’s a completely different look at her world. It gives the viewers a little bit of a peek into what happens right at the beginning of the new 47th presidential administration.”
The original ‘Melania’ documentary managed to gross only $16.6 million worldwide against its hefty budget, making it one of the more significant box office flops in recent history. In addition to its financial shortcomings, the film faced harsh criticism from reviewers, currently holding a mere 10% rating on Rotten Tomatoes, and was scrutinized by lawmakers who questioned whether the agreement between Amazon and the Trump administration violated federal anti-bribery laws.
Amazon founder Jeff Bezos publicly defended the investment, labeling it as “a good business decision” and asserting that the company’s dealings with the Trump family were non-partisan. Kevin Wilson, Amazon MGM’s distribution chief, offered a more positive perspective on the film’s value, suggesting that its theatrical release served a purpose beyond just box office numbers.
He explained, “Together, theatrical and streaming represent two distinct value-creating moments that amplify the film’s overall impact,” adding that initial audience data indicated “strong intent to rewatch on Prime Video and meaningful interest in the forthcoming docuseries.”
According to Beckman’s comments, the upcoming docuseries will specifically focus on the early days of Trump’s second term, offering an entirely different perspective on Melania Trump’s private life and philanthropic efforts compared to the original film. While no specific release date has been announced, a general window for fall 2026 has been provided, and Melania Trump has not publicly commented on the new project.
This announcement comes at a significant time, as Melania Trump has been expanding her presence in the entertainment industry, recently launching her own production company, Muse Films, which appears to reference her Secret Service code name. This venture, along with the new Amazon series, indicates that the Trump family’s media aspirations extend beyond a single documentary, despite the financial and critical performance of their first effort.
With Amazon seemingly undeterred by the significant losses from its initial attempt at documenting Melania Trump’s life, the streamer appears ready to continue its partnership rather than abandon it altogether.
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