A Premiere Heavy on Spectacle, Light on Listening
The night had lights and cameras but not many ears. The Kennedy Center in Washington D.C., hosted Melania. The much-anticipated Amazon MGM documentary about the First Lady. The premiere that was celebrated, was more echo than applause. President Donald Trump and Melania Trump, keenly composed walked a ceremonially stylish black carpet, while world media gathered outside. Literally looking in according Variety.
When the Press Was Invited, But Not Welcome
As the doors to the screening were about to open, something remarkable happened. Most of the mainstream press stayed outside. Yes, you read that right. Major publications like, The New York Times, The Washington Post, the Associated Press, Vanity Fair and dozens of other major outlets were actually turned away from the film showing. The only journalists allowed inside, came from One America News. A channel that really speaks to the kind of people who’d want to watch this movie. For the reporters I am sure it was a weird, almost unsettling feeling. Kind of like seeing their whole job mirrored right back at them in that very moment.They could ask questions before the lights went down but didn’t get seats once the presentation began. A rather tension filled moment……would’t you agree? in those hushed things reporters do when they exchange knowing nods and clipped laughs. Then came that awkward little dance, you know, where some get the inside scoop and some are just left out in the cold. A seventy-five-million-dollar campaign that still left people scratching their heads.
A $75 Million Campaign That Couldn’t Buy Curiosity
But even with all the glitter and fancy touches, the true story was beginning to unravel. In London, folks just aren’t really buying tickets ahead of time, which is a real bummer. So, even with all that money spent, it hasn’t received an audience that is excited or convinced to show up. So, Amazon apparently shelled out $35 million to promote a film. Seems like a lot of money for marketing. This also covers global ads and NFL game spots. Apparently Amazon forked over something like $40 million for the movie rights. Even with all that money poured into making this documentary, it’s only looking to bring in about $3 to $5 million at the box office this weekend. Well spent money, I think not.
The Jokes Landed Louder Than the Applause
Outside the screening room, critics weren’t exactly holding back their thoughts. Jimmy Kimmel, the comedian, really made the most of the press-heavy premiere. He turned it into some top-notch content for his show. He Mwent on to joke about the glitzy premiere. Saying the event was more like a get-together of politicians, who filled in for the usual celebrities. Still, beneath all the usual debates about quality, politics, and how things are promoted, there’s actually a very human side to it all.. On both sides, there are people who genuinely want Melania’s story told with care, a little nuance, and a sense of craft. While there are others who feel shut out and suspicious of the spectacle. And then there are the journalists who walked away with notebooks full of notes but no shared viewing experience to talk about.
The Disconnect
There’s a real tug-of-war between what something looks like and what it actually is. Between who receives an invitation and who actually gets inside. It just feels like that’s a much bigger thing than just this one film. It’s like a little peek into what America’s really feeling at this very moment, I guess. It’s kind of ironic, isn’t it? This documentary, which has gotten so much buzz all over the world, probably won’t even be shown in South Africa. So, instead of people being upset, it’ll just end with a shrug.
