In an unexpected twist of events, Amazon has reportedly pressured a local Oregon cinema to halt screenings of its new documentary, *Melania*, after the venue’s cheeky marquee attracted unwanted attention. The Lake Theater & Café in Lake Oswego had promoted the film with playful messages that poked fun at Melania Trump, prompting the streaming giant to step in and cancel the showings.
A Controversial Marketing Campaign
Ahead of the documentary’s worldwide premiere, the Lake Theater & Café took a humorous approach to its marketing, showcasing witty messages on its marquee such as “Does Melania wear Prada? Find out Friday!” and “To defeat your enemy, you must know them. Melania.” However, this light-hearted promotion did not sit well with Amazon, which swiftly expressed its disapproval.
The theatre’s manager, Jordan Perry, revealed in an interview with *The Oregonian* that he received a call from Amazon requesting the cancellation of all upcoming screenings. “The studio was not happy and/or did not appreciate my take on marketing their film to our own public,” he explained.
The Fallout
In response to Amazon’s demands, the marquee now reads: “Amazon called. Our marquee made them mad. All Melania showings cancelled. Show your support at Whole Foods instead. Join Amazon Prime for Free Two-Day Shipping.” This new messaging highlights the theatre’s frustration while also adding a dash of irony to the situation.
Perry took to Instagram to share the news, elaborating on the theatre’s experience. “Got a call that the higher-ups (i.e., at Amazon) were upset with how our marquee marketed their movie (i.e., Melania), that, per them, Sunday would be its last day here,” he wrote. He noted that the decision to screen *Melania* was intended to inject a bit of humour into the local film scene, saying, “Wouldn’t it be exponentially weirder, to the point of being funny, to show Melania here, at your obviously anti-establishment, occasionally troublemaking, neighborhood cinema?”
The Documentary’s Reception
Directed by Brett Ratner, *Melania* chronicles the days leading up to Donald Trump’s second inauguration, depicting Melania Trump’s experiences during this period. Despite the film’s high-profile subject, it has struggled to find critical acclaim, garnering a dismal five per cent score on Rotten Tomatoes. In contrast, audiences have shown their support, awarding it a remarkable 99 per cent rating, indicative of a stark divide between critics and viewers.
Nick Hilton, writing for *The Independent*, described the documentary as “a preening, scowling void of pure nothingness in this ghastly bit of propaganda,” reflecting the polarising opinions surrounding both the film and its subject.
Why it Matters
The incident raises significant questions about censorship and the influence of corporate power in creative spaces. As entertainment and media become increasingly intertwined with corporate interests, the Lake Theater & Café’s experience serves as a poignant reminder of the challenges faced by independent venues in voicing their unique perspectives. In an era where artistic expression is often at the mercy of corporate giants, this situation highlights the delicate balance between commercial interests and the freedom to engage with culture in a meaningful way.