WASHINGTON, D.C. — President Donald Trump sparked a firestorm of social media criticism this week after labeling First Lady Melania Trump a “big movie star,” despite reports that her self-titled documentary has left Amazon MGM Studios facing a nearly $40 million financial deficit.
Speaking at the inaugural meeting of his Board of Peace in Washington on February 19, the President lauded the documentary’s performance, claiming it was the “biggest-selling documentary in 20 years.” The remarks come as industry analysts and political critics alike scrutinize the $75 million deal between the Trump family and Amazon, with many labeling the project a “soft-focus vanity project” rather than a traditional journalistic endeavor.
The ‘Star’ vs. The Spreadsheets
While President Trump celebrated the film’s “number one” status, the reality on the balance sheet is more complex. Amazon MGM Studios reportedly paid $40 million to acquire the rights to the documentary—which follows Melania during the 20 days leading up to the 2025 inauguration—and spent an additional $35 million on a massive global marketing blitz.
As of late February 2026, the film has grossed approximately $16.5 million worldwide. Under standard theatrical revenue-sharing models, where theaters retain roughly half of ticket sales, Amazon’s net take-home from the box office covers only a fraction of its total $75 million outlay.
“I told her that we can’t have two stars in one family,” Trump joked during his speech. “I don’t know what that means, but it’s not good. But it is good because we’re proud of her.”
A ‘Bribe’ or a Blockbuster?
The documentary, directed by Brett Ratner, has faced scathing reviews from critics, earning a rare 5 out of 100 on Metacritic. Reviewers have described the film as “gilded trash” and a “shameless infomercial,” noting that while it features high-stakes coat fittings and table settings, it offers little insight into the First Lady’s actual political influence.
The staggering price tag has led to allegations from ethics experts and former Amazon executives that the deal was less about cinematic value and more about “currying favor” with the current administration.
- The Investment: $75 million total (Acquisition + Marketing).
- The Returns: $16.5 million gross to date.
- The Demographics: Audience data shows the film resonated primarily with conservative women over 55, while failing to gain traction in major urban centers.
Social Media Erupts: ‘Are We Tired of the Grifter Yet?’
The President’s “movie star” comments quickly went viral, though not for the reasons the White House might have hoped. On X (formerly Twitter) and other platforms, users expressed frustration over the perceived gap between the President’s rhetoric and the film’s financial and critical reality.
“Are we tired of this grifter yet?” one user asked, echoing a sentiment that trended alongside screenshots of empty theater seats. Others pointed to the timing of the film’s promotion, suggesting it served as a distraction from more pressing geopolitical issues and the ongoing release of sensitive government files.
In a move of digital protest, thousands of users reportedly boosted an unrelated erotic novel with a similar title to the top of Amazon’s search results, further complicating the film’s online branding.
Looking Ahead
While the theatrical run of Melania nears its end, the film is expected to transition to Amazon Prime Video in the coming weeks. For Amazon, the ultimate “success” of the project may not be measured in ticket sales, but in its relationship with a White House that holds significant sway over antitrust regulations and federal defense contracts.
