WASHINGTON, Jan. 26, 2026 — As President Donald J. Trump settles into his second term, a documentary about his wife, Melania Trump, is emerging as an unexpected flashpoint in the intersection of politics, entertainment and commerce. Produced by Amazon MGM Studios and directed by Brett Ratner, the film — simply titled “Melania” — is set to debut in theaters on Jan. 30, but early indicators suggest it may struggle to find an audience despite a substantial financial commitment from the studio.

According to industry reports, Amazon paid approximately $40 million to acquire the project, with an additional $35 million allocated for worldwide marketing and distribution. This investment, totaling around $75 million, marks one of the largest for a documentary in recent years, surpassing typical budgets for such films. The studio has rolled out an aggressive promotional campaign, including executive appearances at screenings and wide theatrical release in over 1,400 theaters across the United States.

The documentary focuses narrowly on the 20 days leading up to Mr. Trump’s second inauguration, a period that insiders describe as a “docu-hagiography” — a flattering portrayal blending documentary elements with narrative flair. It highlights Mrs. Trump’s role in the transition, her fashion choices and her public persona, but critics and early viewers have questioned its appeal beyond the president’s core supporters. Advance ticket sales have been underwhelming, even in Republican strongholds like Florida, where theaters report sparse attendance during previews.

One industry analyst, speaking on condition of anonymity because of professional ties to Amazon, noted that the film’s limited scope — eschewing broader biographical details or Mrs. Trump’s experiences during her husband’s first term — may alienate potential viewers. “It’s marketed as a behind-the-scenes look at power, but it feels more like a victory lap for the inauguration,” the analyst said. “In a polarized media landscape, that might not draw crowds outside the MAGA base.”

The project’s challenges are compounded by its director, Mr. Ratner, whose career has been marred by allegations of sexual misconduct dating back to 2017. Although he has denied the claims, the association has drawn scrutiny from progressive critics and could deter broader audiences. Amazon has defended the partnership, emphasizing the film’s focus on Mrs. Trump’s story, but the studio barred critics from early screenings, a move that has fueled speculation about its confidence in the product.

Audience reactions to the trailer have been mixed at best. At select preview events, reports emerged of boredom and even boos, with some attendees describing the content as “disconnected” from Mrs. Trump’s limited public role during her first tenure as first lady. Online buzz has been tepid, with social media users mocking the film’s promotional efforts and predicting a box-office flop. Puck News, citing industry sources, projected an opening weekend of around $1 million — a dismal figure for a film with such a hefty budget.

The documentary’s rollout comes at a time when the Trump brand is under intense scrutiny. Supporters view it as a counter-narrative to what they call biased media portrayals, while detractors see it as another example of the family leveraging political power for personal gain. Mrs. Trump has promoted the film on her social media channels, framing it as an intimate glimpse into her life, but sales data from platforms like Fandango show sluggish pre-orders.

Amazon’s decision to invest heavily reflects a broader trend in Hollywood: betting on politically charged content to capture niche audiences in a fragmented market. Yet, the strategy carries risks. If “Melania” underperforms, it could join a list of Trump-related media ventures that failed to meet expectations, such as the short-lived Trump Media streaming service or various book deals that drew controversy but not blockbuster sales.

White House officials have not commented directly on the film’s reception, but allies close to the president have dismissed criticism as partisan attacks. One advisor, speaking off the record, suggested the documentary’s true value lies in its digital afterlife: “Theaters are just the launchpad. It’s about streaming and long-term branding.”

As the Jan. 30 release approaches, the film’s fate will test the enduring appeal of the Trump narrative in post-2024 America. For Amazon, it’s a high-profile gamble; for the Trumps, it’s a bid to shape Mrs. Trump’s image beyond the headlines. Early signs point to a rocky road, but in an era of viral moments and divided loyalties, surprises remain possible.