Is anybody actually watching ‘Melania’? Jeff Bezos defends $75m gamble after brutal reviews

Amazon reportedly lost millions on ‘Melania’ but Jeff Bezos insists public curiosity made the gamble worthwhile

Jeff Bezos is standing firmly behind Amazon MGM Studios’ controversial Melania documentary despite reports claiming the project may have lost tens of millions of dollars following a disappointing theatrical run and savage critical response.

The documentary, centred on First Lady Melania Trump, premiered in cinemas worldwide on January 30 before arriving on Prime Video on March 9. According to reports cited by several outlets, the film allegedly carried a massive $75m price tag once licensing costs, production expenses and marketing were included. Reports also claimed Melania Trump herself received around $28m connected to the project.

Despite the backlash and underwhelming box office numbers, Bezos reportedly described the documentary as “a good business decision”, arguing that public fascination with Melania Trump justified the investment. The Amazon founder added that “people are very curious about Melania”, defending the company’s choice to move forward with the film even after critics heavily criticised it.

The documentary reportedly earned around $16.6m globally during its theatrical release. Industry estimates suggested that after cinemas took their share of ticket sales, Amazon MGM Studios may only have received between $8m and $10m back from the box office. Those figures sparked widespread online debate over whether the project was a financial disaster disguised as prestige programming.

Critics were especially brutal toward the documentary after release. Several reviewers labelled the film shallow and dull, while social media users mocked both the production budget and the finished product. Reviews circulating online described the documentary as lifeless and overly polished, with many viewers questioning why such a huge amount of money was invested into the project in the first place.

The controversy surrounding Melania extended beyond reviews and ticket sales. Reports also emerged alleging that some US military service members felt pressured to attend screenings of the film after receiving instructions from superiors. According to claims shared by the Military Religious Freedom Foundation, personnel across several facilities raised concerns about mandatory attendance expectations tied to the documentary.

Amazon defended the project by citing its “cultural and historical relevance”, insisting the documentary held significance beyond immediate box office performance. Bezos has continued echoing that defence while dismissing suggestions that the release was a humiliating failure for the studio.

The debate has also reignited wider discussions surrounding celebrity documentaries and streaming era spending. In recent years, studios and platforms have spent aggressively on high profile non fiction projects tied to political figures, musicians and celebrities in hopes of driving subscriptions and generating online conversation. While some productions become cultural events, others struggle to justify their enormous budgets once viewing figures and ticket sales become public.