Jeff Bezos' Amazon To Pay $40 Million For Melania Trump Documentary: Report

Amazon.com Inc. (AMZN) is reportedly shelling out a whopping $40 million for a documentary about Melania Trump, directed by Brett Ratner. The deal, which also includes a follow-up docuseries, marks Ratner's return to filmmaking after a hiatus since 2018, according to a report by Puck. The documentary will have a limited theatrical release before becoming available on Prime Video.

Amazon's acquisition of the Melania Trump documentary is notable for its involvement of the former first lady herself. This project comes amid ongoing speculation about Amazon founder Jeff Bezos and his connections to the Trump family. The deal also includes a previously undisclosed project related to the former first lady. The release on Prime Video also highlights Amazon's continued investment in exclusive content to attract subscribers.

The acquisition of the Melania Trump documentary by Amazon is set against a backdrop of previous interactions between Bezos and the incoming Trump administration. In December, Bezos expressed optimism about President-elect Donald Trump's second term, highlighting potential regulatory reductions. At the New York Times DealBook Summit, Bezos stated, "I'm actually very optimistic this time around," referring to Trump's enthusiasm for reducing regulations. Additionally, Amazon pledged $1 million to Trump's inaugural event in January 2024, aligning with other tech giants like Meta Platforms Inc. This move was part of a broader trend where tech leaders, including Apple Inc. CEO Tim Cook, contributed to Trump’s inauguration, emphasizing unity and tradition. Cook, along with Bezos, was among those who donated $1 million to the event.

The film also marks the first project that Ratner has directed since he was accused of sexual misconduct by multiple women, including actor Olivia Munn, in the early days of the #MeToo reckoning in November 2017. Ratner, whose lawyer denied the allegations, directed the "Rush Hour" film series, "Red Dragon," and "X-Men: The Last Stand." Fernando Sulichin, an Argentine filmmaker, is executive producing the film, which began shooting in December.

Melania Trump, Donald Trump's third wife, has been an enigmatic figure since her husband announced he was running in the 2016 election. She had sought to maintain her privacy even as she served as first lady, focusing on raising their son, Barron, and promoting her "Be Best" initiative to support the "social, emotional, and physical health of children." While she appeared at her husband's campaign launch event for 2024 and attended the closing night of the Republican National Convention this summer, she has otherwise stayed off the campaign trail, though the demands of again being first lady may dictate a higher public profile after Inauguration Day.

Amazon's investment in the Melania Trump documentary is a strategic move that aligns with its broader content strategy and subscriber acquisition goals. By acquiring exclusive rights to the documentary, Amazon can attract new subscribers to Prime Video, as users are drawn to unique and high-profile content. This aligns with Amazon's continued investment in exclusive content to attract and retain subscribers. The documentary also adds diversity to Amazon's content portfolio, catering to a wider range of viewer interests and preferences. This is particularly beneficial as Amazon continues to expand its entertainment empire, with a diverse roster of companies like Amazon Studios, Metro Goldwyn Mayer (MGM+), Freevee, Prime Video, Wondery, and Amazon Kids.

However, Amazon's decision to produce a documentary about Melania Trump, directed by Brett Ratner, could potentially expose the company to several risks and controversies, given their respective pasts and public images. By hiring Ratner to direct the documentary, Amazon may face criticism for supporting someone with such a controversial past, potentially damaging its reputation and alienating some viewers. Ratner's involvement could also lead to boycotts or protests against the documentary and Amazon's streaming service, Prime Video.

Melania Trump's public image has been marred by several controversies, such as her "I don't really care, do you?" jacket worn during a visit to facilities housing children taken from their parents at the US-Mexico border in 2018. The documentary could delve into these controversies, potentially causing further backlash or dividing public opinion, which could reflect negatively on Amazon. Additionally, if the documentary is perceived as biased or favorable towards Melania Trump, Amazon may face criticism for not maintaining journalistic integrity or objectivity.

Amazon's decision to produce a documentary about Melania Trump, combined with Jeff Bezos' previous overtures towards the Trump administration, could lead to perceptions of bias or favoritism. This could potentially alienate some viewers or subscribers, especially those who have political views opposed to the Trump administration. Furthermore, if the documentary is seen as an attempt to curry favor with the incoming Trump administration, Amazon's reputation for impartiality and integrity could be called into question.

In conclusion, Amazon's investment in the Melania Trump documentary is a strategic move that aligns with its broader content strategy and subscriber acquisition goals. However, the decision to produce a documentary about Melania Trump, directed by Brett Ratner, exposes Amazon to several potential risks and controversies, including criticism for supporting a controversial figure, backlash related to Melania Trump's public image, perceptions of bias, and potential legal issues. As Amazon continues to expand its entertainment empire, it must navigate these challenges and maintain its reputation for impartiality and integrity.