Amazon Spends Big on Melania Trump Documentary

Amazon spent $35 million to promote a documentary about Melania Trump, 'Melania: Twenty Days to History,' which hit theaters worldwide on Friday. The film captures the first lady's life in the 20 days leading up to President Donald Trump's second inauguration.

The marketing campaign includes TV commercials during NFL playoff games and a premiere simulcast in 25 US theaters. Amazon paid $40 million for the rights to the movie, outbidding Disney by $26 million. This comes after Amazon founder Jeff Bezos dined with Donald Trump at Mar-a-Lago, sparking criticism that Amazon is trying to curry favor with the administration.

Former Amazon Studios co-head Ted Hope questioned the deal, saying it's 'the most expensive documentary ever made that didn't involve music licensing.' He wondered how it can be seen as anything but an attempt to gain influence or bribe the administration. The film is expected to bring in $2 million to $5 million across 1,500 locations domestically this weekend.

Despite Amazon's efforts, the movie has struggled to fill seats, prompting conservative groups to buy out entire blocks of seats or screenings to save face for the president. Some theaters are even offering free tickets or paying people up to $50 to attend screenings, although it's unclear if these listings are legitimate or a joke.