President Donald Trump has 109.4 million followers on X, but he rarely posts there anymore. He prefers his own Truth Social platform, owned by Trump Media & Technology Group (DJT). So when Trump showed up twice this week to promote a documentary about his wife, it got people's attention.

Too bad the box office numbers aren't cooperating.

The $75 Million Gamble

"Melania" is a documentary following First Lady Melania Trump during the 20 days leading up to the 2025 inauguration. The film synopsis promises viewers can "step inside Melania Trump's world as she orchestrates inauguration plans, navigates the complexities of the White House transition, and moves her family back to the Nation's Capitol."

Amazon.com Inc. (AMZN) won a bidding war for the film with a reported $40 million deal. Then the company dropped another $35 million on marketing. If you've been watching NFL playoff games or scrolling through X lately, you've probably seen the trailer. Those advertising spots don't come cheap.

That's a hefty investment for any documentary, and it's starting to look like a risky bet.

Trump's Rare X Appearance

On January 23, Trump broke his social media silence on X with his first tweet since Christmas Eve: "Countdown: 7 days until the world will witness an unforgettable, behind-the-scenes look at one of the most important events of our time. Melania: Twenty Days to History."

Three days later, he posted again: "Melania, the Movie, is a Must Watch. Get your tickets today – Selling out, Fast!"

That second tweet sparked an amusing response. Users on social media started posting screenshots of their local theater seating charts, showing nearly empty venues with few or no tickets sold. So much for selling out fast.

It's a notable shift for Trump, who just over a year ago was actively trying to block the release of "The Apprentice," a film about his own life. Now he's become his wife's documentary promoter-in-chief.

The Reality of Box Office Numbers

According to CNN reports, advance ticket sales are weak. The film opened in theaters this weekend after premiering at the Kennedy Center on Thursday, but it may only bring in a couple million dollars at the box office. For a film that cost $75 million to acquire and market, that would be a significant loss.

Of course, Amazon will have streaming rights, which could help recoup costs. But a theatrical flop after such an aggressive push would still sting.

Then again, maybe the real value for Amazon wasn't box office revenue. Maybe it was about something else entirely.

Star-Studded White House Screening

Amazon CEO Andy Jassy scored an invitation to watch the film at the White House on Saturday alongside the Trumps and director Brett Ratner. He wasn't alone among tech executives.

Apple Inc. (AAPL) CEO Tim Cook, Advanced Micro Devices (AMD) CEO Lisa Su, and Zoom CEO Eric Yuan were among the VIP guests, according to The Hollywood Reporter. Other attendees included New York Stock Exchange CEO Lynn Martin, Queen Rania of Jordan, Mike Tyson, and Tony Robbins.

The timing of the screening drew criticism. It happened the same day a protester was killed in Minnesota, and some members of Congress called out the White House for hosting a movie night during a national tragedy.

Cook and other guests also faced backlash for taking photos with Ratner, who was accused by several women of sexual misconduct and was recently featured in released photos from the Epstein files.

What Happens Next

Amazon will keep pushing the film this week, and Trump will likely keep promoting it on social media. Melania Trump is scheduled to ring the opening bell at the New York Stock Exchange on Wednesday, which should generate more publicity.

The official premiere at the Kennedy Center on Thursday drew Trump and 1,000 other guests, creating another wave of attention for the documentary.

For Amazon, the ultimate question is whether all this buzz translates into actual viewership and revenue. The company made a big bet that proximity to Trump and the spectacle surrounding his administration would be worth the investment.

The box office numbers this weekend will start to tell us whether that bet pays off.