Amazon Withdraws ‘Melania’ from Theaters Over Controversial Marquee Jokes
Amazon has officially withdrawn the film ‘Melania’ from theaters following a controversy surrounding its marketing tactics. An Oregon theater, known for its creative advertising, found itself at the center of this dispute.
Details of the Controversy
The Lake Theater and Cafe in Lake Oswego recently garnered attention for its playful marquee advertising. The theater advertised ‘Melania’ with several slogans, including:
- “Does Melania wear Prada? Find out Friday.”
- “To defeat your enemy, you must know them. Melania starts Friday.”
These clever promotions caught the eye of Amazon executives, who were reportedly unhappy. According to manager Jordan Perry, they received a request from Amazon to cancel screenings of the documentary.
Theater’s Response
After receiving Amazon’s directive, the theater changed its marquee to reflect the situation. It read, “Amazon called. Our marquee made them mad. All Melania showings cancelled. Show your support at Whole Foods instead.” This was followed by a promotional message for Amazon Prime.
Audience Reactions and Ticket Sales
The theater management indicated that prior to the withdrawal, they had received numerous complaints from local patrons about screening ‘Melania.’ Many criticized the decision, voicing their concerns through emails and social media reviews.
Despite the backlash, the film saw limited ticket sales, amounting to just $196 over its single weekend run. However, it has performed well nationally, achieving a notable milestone as the best box-office result for a documentary in a decade, despite negative reviews from critics.
Marketing Intentions
Perry explained his rationale for screening ‘Melania’. He believed that the left-leaning demographics of the area would find the film’s showing to be humorously ironic. “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?” he remarked.
The incident raises questions about corporate influence in cinema and the impact of theater marketing strategies. While Amazon opted for caution, the Lake Theater’s approach aimed for a humorous engagement with its audience.
