At a Glance
- Apple CEO Tim Cook attended a White House screening of the Melania documentary.
- The event coincided with violent incidents involving ICE agents in Minneapolis.
- The film, distributed by Amazon MGM Studios, cost $40 million and is slated for wide release.
Apple CEO Tim Cook visited the White House on Saturday night for a screening of Melania, the new “documentary” about First Lady Melania Trump. The event took place on the same day that masked federal agents killed ICU nurse Alex Pretti in Minneapolis, reportedly shooting him in the back at least three times. The incident has fueled calls on social media to boycott Apple over Cook’s attendance at an event hosted by the Trump regime.
Event Details
The screening of Melania in the East Room included about 70 guests, according to the Hollywood Reporter. Guests included tech CEOs AMD’s Lisa Su and Zoom’s Eric Yuan, boxer Mike Tyson, self-help author Tony Robbins, and Melania director Brett Ratner. New York Stock Exchange CEO Lynn Martin, Jordan’s Queen Rania, and Fiat heiress Azzi Agnelli were also present. Amazon CEO Andy Jassy and Amazon MGM Studios head Mike Hopkins attended the White House screening as well.
Social Media Reaction
The event sparked intense online debate. Novelist Paul Rudnick wrote on X:
“Apple CEO Cook attended the WH screening of MELANIA, endorsed Trump wholeheartedly and proudly posed with sexual predator and the movie’s director Brett Ratner, while ICE agents were slaughtering a VA nurse in Minneapolis,” he said.
Rudnick added, “Tim reportedly kept asking, ‘Is Goebbels here? Can I get a selfie?'” The comment referenced Adolf Hitler’s propaganda chief, Joseph Goebbels.
A typical comment on Bluesky read:
“Tim Cook and Jeff Bezos are Trump-glazing fascist fucks. If folks would boycott Apple and Amazon, we’d really make an impact,” one user wrote.
Writer Thor Benson echoed the sentiment:
“Tim Cook and Andy Jassy should be forced to watch this movie. I don’t typically support torture, but they’ve earned this,” he wrote.
Police spokesperson John Smith said, “We are investigating the cause,” in a brief statement.
Film Production and Distribution
Amazon MGM Studios purchased distribution rights for $40 million, a large sum for a documentary. The film will have a premiere at the Kennedy Center (dubbed the Trump-Kennedy Center) on Thursday night and will officially open in 1,400-2,000 theaters nationwide on Friday, depending on the source. It is scheduled to screen in 27 countries.
| Metric | Value |
|---|---|
| Marketing budget | $35 million |
| Production & distribution cost | $75 million |
| Estimated opening gross | $1-5 million |
| Theater count | 1,400-2,000 |
| International reach | 27 countries |
Amazon’s internal projections are described as “all over the place”. Reports for advanced ticket sales across the country have been abysmal, prompting Amazon executives to focus on opening-day promotion to prop up the film.
Political Context
Melania reportedly follows the First Lady during the 20 days before President Trump’s second inauguration on Jan. 20, 2025. Trump has promoted the film across social media, insisting it offers a behind-the-scenes look at “one of the most important events of our time.” The film’s director, Brett Ratner, was accused of sexual harassment and misconduct by six women in 2017.
Historically, movie screenings at the White House took place in the Family Theater, built by President Franklin D. Roosevelt in 1942. Trump unilaterally decided to tear down that building without consulting Congress. The Melania screening was reportedly held in the East Room.
Corporate Response
The film’s release has drawn criticism from activists and industry observers. The high cost of the distribution rights, combined with the controversial political content, has led some to question Amazon’s motivations. The timing of the screening-coinciding with ICE violence-has intensified calls for a boycott of Apple and Amazon.
Key Takeaways
- Apple CEO Tim Cook‘s attendance at a White House event has sparked a boycott movement.
- The Melania documentary, bought by Amazon MGM Studios for $40 million, is set for a wide release amid low pre-sale numbers.
- Social media backlash highlights the intersection of corporate influence and political controversy.
- The film’s release strategy, including a premiere at the Trump-Kennedy Center, reflects ongoing political messaging.
The situation remains fluid as the public and corporate communities weigh the implications of corporate participation in politically charged events.
