In a surprising turn of events, Amazon has pulled the documentary on Melania Trump from an independent cinema in Oregon following objections to its marketing strategy. The Lake Theater & Café, which had been showcasing the film, received a call from Amazon expressing dissatisfaction with promotional slogans that some deemed provocative. This incident has raised questions about the authenticity of ticket sales as speculation grows over reported discrepancies between box office figures and actual audience attendance.
Controversial Marketing Strategy
The Lake Theater & Café’s general manager, Jordan Perry, stated that Amazon was displeased with the way the cinema marketed the film, which included slogans like “To defeat your enemy, you must know them. Melania” and “Does Melania wear Prada? Find out on Friday!” Perry took to Instagram to announce the cancellation, revealing that he was informed that Sunday would be the last day the film would screen at his establishment.
In a candid reflection on why he chose to feature the documentary, Perry explained that he found the film’s existence both strange and potentially amusing, thus making it an intriguing prospect for his audience. “The film marketplace this week and next were a desert,” he noted, acknowledging the financial motivation behind his decision. “So, to fill a screen, why not get this inexplicable vanity piece from the current president’s wife?”
Ticket Sales Under Scrutiny
Despite a reported $7 million (£5.1 million) haul during its opening weekend in the United States, the film has faced scrutiny regarding the legitimacy of its ticket sales. Accusations of “fake ticket sales” have surfaced, suggesting that blocks of tickets were purchased and then distributed for free to senior citizen homes and Republican activists to inflate attendance numbers.
Industry analysts, including Tom Brueggemann, have pointed out these irregularities, yet representatives from major cinema chains like AMC and Regal have claimed that they did not encounter unusual block purchases for the film. However, they acknowledged that such transactions could occur without their awareness.
Domestic and International Reception
While the film has performed well in the US—opening at No 3 in the box office charts—its reception in the UK tells a different story. Debuting across 155 screens, “Melania” landed at No 29 in the UK rankings, with a modest average of £212 per screen. In contrast, Slovenia, the first lady’s homeland, has emerged as the film’s most successful international market.
Moreover, reports from weekend screenings in the US indicate that a significant portion of the audience comprised “older white women,” suggesting a specific demographic drove its initial success. As the film rolled out across 26 countries, its launch faced a setback in South Africa, where local distributors cited “the current climate” as the reason for an abrupt cancellation.
Why it Matters
The withdrawal of “Melania” from the Oregon cinema not only highlights the complexities of film marketing and distribution but also raises critical questions about the integrity of box office reporting in the film industry. As audiences become increasingly aware of potential manipulations behind ticket sales, the incident serves as a reminder of the intricate interplay between commerce and culture in the cinematic landscape. The ongoing discourse surrounding the film underscores the challenges that documentaries, particularly those linked to polarising figures, face in gaining traction in a competitive market.
