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Richard Crouse: $75M Movie or $200M Theatre Reno? Both.
When a Documentary Isn't Really a Documentary
Documentary brand management turns journalism into promotional reels with production budgets. You're deciding whether to watch Melania in theaters. You see it labeled as a documentary about Melania Trump. You expect examination, investigation, depth. What you get is what Crouse calls a really well-curated Instagram reel. The film never gets underneath the surface. It's an exercise in brand management with no real intellectual curiosity.
The economics reveal the actual purpose. $40 million production cost. Another $35 million for marketing. Total…
The skinny
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