Amazon Removes ‘Melania’ from Theaters Over Marquee Jokes
Amazon’s decision to remove the documentary “Melania” from a Lake Oswego theater has raised eyebrows, particularly given the light-hearted marketing efforts that accompanied the film’s release. The Lake Theater and Cafe, well-known for its creative marquee displays, originally teased the film with humorous phrases such as “Does Melania wear Prada? Find out Friday” and allusions to Sun Tzu’s “The Art of War.”
Incident at Lake Theater
Reported by The Oregonian and later highlighted by The Daily Beast, the theater received a call from Amazon, asking them to cease screenings of “Melania.” Theater manager Jordan Perry stated that the studio expressed dissatisfaction with the theater’s approach to promoting the film.
After receiving the call, the theater changed its marquee to the message: “Amazon called. Our marquee made them mad. All Melania showings cancelled. Show your support at Whole Foods instead.” Furthermore, they added an advertisement for Amazon Prime.
Public Reactions and Theater’s Perspective
Before the film was pulled, the Lake Theater encountered backlash from local audiences, many expressing their discontent with the screening of “Melania.” The management addressed this on Instagram, emphasizing that the cancellation was not due to public outcry but was a decision made by a corporate executive. They humorously added, “Please don’t cancel my Prime.”
Despite limited local enthusiasm, the documentary performed strongly on a national scale, achieving the best box office numbers for a documentary in a decade, even amidst critical reviews. Jordan Perry shared that the theater sold only $196 worth of tickets during the film’s first weekend.
Rationale Behind Screening
Perry initially chose to screen “Melania,” considering the politically left-leaning nature of the area. He saw the irony and humor in presenting the film at a venue known for anti-establishment sentiments. “Wouldn’t it be exponentially weirder, to the point of being funny, to show [Melania] here?” he remarked.
- Film Title: Melania
- Location: Lake Theater and Cafe, Lake Oswego, Oregon
- Initial Ticket Sales: $196 during the first weekend
- Remarks from Manager: Received corporate call from Amazon
- Public Backlash: Complaints before cancellation
Overall, the incident illustrates the complexities surrounding film promotions and audience expectations, especially in politically charged environments. This situation serves as a reminder of how humor and corporate sensitivities can clash in the film industry.
