Amazon Removes ‘Melania’ Documentary From Oregon Theater After Mocking Signs Appear

Amazon MGM Studios has officially pulled its new documentary from an independent cinema in Lake Oswego, Oregon. The decision to halt screenings of ‘Melania’ at the Lake Theater and Cafe came after the venue displayed satirical messages on its outdoor marquee. Management at the theater confirmed that the studio was displeased with how the film was being marketed to the local community. This sudden cancellation has sparked a conversation about the relationship between major distributors and independent exhibitors.

The controversy began when the theater posted jokes referencing the subject of the film on their street-facing signage. One sign jokingly asked if the former First Lady wears Prada while referencing the popular movie ‘The Devil Wears Prada’. Another message quoted Sun Tzu by suggesting that one must know their enemy to defeat them before announcing the film’s showtimes. These slogans were intended to be witty advertisements to draw attention to the opening weekend.

Jordan Perry, who serves as the manager of the venue, received a call from the studio expressing their frustration. Amazon executives reportedly did not appreciate the humorous take on promoting their significant financial investment. Consequently, they demanded that the theater stop showing the movie immediately following the Sunday screenings. Perry noted that the studio felt the signage was disrespectful to the project and its subject.

The theater responded to the abrupt cancellation with yet another message on their marquee. The new sign informed passersby that Amazon had called and was angry about the previous jokes. It sarcastically encouraged patrons to show their support at Whole Foods instead of the cinema. This final jab referenced the tech giant’s ownership of the high-end grocery chain.

This incident adds drama to the release of a documentary that cost a reported 75 million dollars to produce and market. Amazon MGM Studios reportedly spent 40 million dollars just to acquire the rights to the film. Industry reports suggest that Melania Trump herself received a licensing fee of roughly 28 million dollars for the project. An additional 35 million dollars was allocated to a massive marketing campaign to ensure visibility across the country.

Reaction to ‘Melania’ has been starkly divided between professional critics and general audiences since its release. Review aggregators show a dismal approval rating from journalists who viewed the film early. However, ticket buyers have been much more supportive and awarded it an A rating on CinemaScore. The film chronicles the period leading up to the 2025 inauguration and aims to provide a closer look at the former First Lady.

The situation in Oregon highlights the tension between maintaining a curated brand image and allowing local businesses creative freedom. While the theater attempted to use humor to sell tickets, the distributor saw it as undermining their expensive product. It remains to be seen if other venues will face similar scrutiny for their promotional tactics.

Tell us if you think the theater went too far or if Amazon overreacted in the comments.