turmoil

When Melania Trump showed up on movie screens in 2001, it was a joke.

The former fashion model and her spouse, Donald Trump, then only a real estate mogul, played themselves in the Ben Stiller comedy “Zoolander,” about a dimwitted male supermodel. She silently looked on as her husband gushed at an awards show red carpet: “Without Derek Zoolander, male modeling would not be where it is today.”

The cameo offers a glimpse of the couple, who in 2017 would enter the White House as president and first lady. As they move past the first anniversary of their second stint in Washington, D.C., Melania has largely stayed away from the spotlight.

But this week the first lady is preparing for her close-up. She is center stage as star and executive producer in the documentary “Melania” hitting theaters Friday. Positioned as a companion to her best-selling memoir, “Melania” has been shadowed by controversy since its announcement several months ago. The project marks a comeback attempt by Hollywood filmmaker Brett Ratner, the director of the documentary, who was exiled from Hollywood in 2017 following charges of sexual misconduct by multiple women, including actor Olivia Munn. He continues to deny the accusations.

Amazon MGM Studios paid $40 million to license the project, and sources said it is spending around $35 million for marketing and promotion. Melania is skipping the traditional TV talk show circuit, opting for an appearance on Fox News, which featured an exclusive interview with her on Tuesday — her first since returning to the White House. The following day, she rang the opening bell at the New York Stock Exchange.

Trailers for the film have popped up on several networks including CNN, a frequent target of President Trump’s ire, and outdoor advertising has been installed in several major cities, including Los Angeles.

The project, which is slated to stream on Prime Video after a brief theatrical run, arrives as the president confronts sinking approval ratings and the most turbulent phase to date of his second term, which includes controversies over his handling of the economy, international relations, the demolition of the White House’s East Wing for a planned ballroom, and the long-delayed release of the Epstein files.

More pointedly, the lead-up to the official premiere, slated for Thursday at the Kennedy Center in Washington, has collided with an unexpected juggernaut: national outrage over the deadly shootings of two Minneapolis residents by federal officers carrying out his aggressive anti-immigration campaign.

The continuing protests over the deaths of Renee Good and Alex Pretti, as well as the backlash after Secretary of Homeland Security Kristi Noem and Deputy White House Chief of Staff Stephen Miller labeled them as domestic terrorists, has placed even more uncertainty over how “Melania” will fare with moviegoers.

Industry forecasters were divided on whether the film will be a hit or a bomb. Firms specializing in box office projections estimate the opening weekend will fall within the $5 million range.

“It’s very hard to predict whether people will show up, given the unique nature of the film and the marketplace,” said one veteran box office analyst who asked not to be identified.

On Wednesday, the film was pulled from theaters in South Africa, where it was slated to open on Friday, after the distributor announced it would no longer release the title, citing “recent developments,” according to a New York Times report.

Domestically, “Melania” is competing in a crowded movie weekend against the highly anticipated survival thriller “Send Help” from veteran filmmaker Sam Raimi (“Drag Me to Hell”), the horror film “Iron Lung” from popular YouTuber Markiplier (Mark Edward Fischbach), and “Shelter,” with action star Jason Statham.

President Trump kisses his wife, First Lady Melania Trump, during the presidential inauguration in 2025. The documentary will highlight the lead-up to the event.

(Julia Demaree Nikhinson / Associated Press)

Adding to the uncertainty on the film’s performance, the analyst said, is whether fans of Ratner, whose resume features several blockbusters including the “Rush Hour” trilogy, will show up for a documentary about the first lady. According to press notes, “Melania” follows the first lady in the 20 days leading up to the 2025 presidential inauguration as she orchestrates plans for the event and the family’s move back to the White House. The film’s trailer, released last month, does not offer much more insight.

During both of Trump’s terms in the White House, his wife has been described as mysterious and sphinx-like. Some Washington watchers have praised her for what they call her independence and individualism, while others say her accomplishments fall short of previous first ladies such as Michelle Obama, Hillary Clinton and Nancy Reagan.

Anita B. McBride, director of the First Ladies Initiative at American University, said that the position of first lady has been defined in distinct ways by every woman who has served in that capacity.

She said in an interview that the current first lady has exhibited a confident persona “that has never been defined by expectations. She now has the benefit of experience after operating during her first term in a very hostile environment. She is sure-footed with a staff that supports her, and she has made it clear that she is in control.”

The White House on Saturday hosted a VIP black-tie preview of “Melania,” with a guest list that included Amazon CEO Andy Jassy, former boxer Mike Tyson and Apple CEO Tim Cook, who this week criticized the shootings of Good and Pretti, calling for de-escalation in Minneapolis.

Rep. Alexandria Ocasio-Cortez of New York was among the politicians blasting the event, which took place hours after Pretti was killed.

“Today DHS assassinated a VA nurse in the street, [Atty. Gen.] Bondi is attempting to extort voter files, and half the country is bracing on the eve of a potentially crippling ice storm with FEMA gutted,” she wrote in a post on X. “So what is the President up to? Having a movie night at the White House. He’s unfit.”

In the interview on Fox News a few days later to promote the film, the first lady was asked about the controversy in Minneapolis.

“I’m against the violence, so please if you protest, protest in peace,” she said. “We need to unify in these times.”

After months of intense negotiations, the European Commission concluded on Tuesday a free-trade deal with India which sharply reduces tariffs on EU products from cars to wine as the world looks for alternative markets following President Donald Trump’s tariff hit.

The announcement was made during a high-level visit by European authorities including Commission President Ursula von der Leyen. Both countries hailed a “new chapter in strategic relations” as the two looks for alternatives to the US market.

India is currently facing tariffs of 50% from the Trump administration, which has severely dented its exports. After sealing the Mercosur deal with Latin American countries earlier this month, the EU has said it aims to speed up its trade agenda with new partners.

“We did it – we delivered the mother of all deals,” von der Leyen said after the deal was announced. “This is the tale of two giants who choose partnership in a true win-win fashion. A strong message that cooperation is the best answer to global challenges.”

Talks went down to the wire with negotiators meeting over the weekend and in the early hours of Monday. The deal says it will bolster the “untapped” potential of their combined markets but did not include politically sensitive sectors such as agriculture.

The EU’s powerful trade chief Maroš Šefčovič, who in charge of negotiating on behalf of the 27 EU member states, said Brussels aims for a fast implementation by 2027.

In an interview with Euronews from Delhi after the deal was announced, Šefčovič said the India deal showcases the EU’s new approach when it comes to trade: more pragmatic on deliverables, rather than getting stuck on political red lines.

“We resumed negotiations with a new philosophy, being very clear in saying: if this is sensitive for you, let’s not touch it,” Šefčovič told Euronews, describing the strategy as a gamechanger.

A win for European exports looking to tap Indian market

Under the agreement, the EU aims to double goods exports to India by 2032 by cutting tariffs on approximately 96% of EU exports to the country, saving around €4 billion a year in duties. At its full potential, the deal creates a market of 2 billion people.

Europe’s carmakers emerge as beneficiaries, with Indian customs duties gradually reduced from 110% to 10% under a quota system. Tariffs in sectors including machinery, chemicals and pharmaceuticals will also be almost entirely eliminated.

Wine and spirits, key exports for countries like France, Italy and Spain, will see duties reduced from 150% to around 20 to 30%. Olive oil duties will be cut to zero from 40%.

After years of tensions with EU farmers, the Commission said sensitive agricultural products had been excluded from the agreement, leaving out beef, chicken, rice and sugar.

When it comes to India, the agreement keeps trade terms on dairy and grain untouched in line with the demands of the Indian authorities, which saw it as a red line.

The Commission, which negotiated the deal on behalf of the EU’s 27 member states, said it included a dedicated sustainable development chapter “which enhances environmental protection and addresses climate change.”

The agreement does not cover geographical indications, another contentious area for negotiators, which will be addressed in a separate deal aimed at protecting EU products from imitation on the Indian market.

Deal cut under pressure from Trump’s tariffs

The timing of the deal is important as the two sides look to de-risk their economies from the threat of Trump’s tariffs.

The EU saw tariffs triple to 15% last year under a contentious deal and India is currently operating under a 50% tariff regime from Washington.

The Trump administration slapped an additional 25% duty on India last year as punishment for buying Russian oil, which India has defended citing a need for cheap energy to power a country of 1.4 billion people.

Talks between the EU and India first began in 2007 but quickly ran into hurdles.

Negotiations were relaunched in 2022 and talks intensified last year as the two sought to cushion the impact of Trump’s return to the White House.

After the deal was signed during a two-day trip on Tuesday, in which the chiefs of the Commission and the European Council were guest of honour, the EU said the deal showcases that “rules-based cooperation” remains the preferred path for the bloc – and a growing number of partners from Latin America to India.

Before the deal can be implemented, the European Council and the European Parliament will have to ratify it, which can become an arduous process.

The Commission hopes to begin implementing the agreement from January 2027.

This story has been updated with comments by Commissioner Šefčovic to Euronews. Watch online and on television.