Oregon Theater Drops Melania Documentary Following Amazon Dispute Over Marquee
A small theater in Lake Oswego, Oregon, recently faced significant challenges after screening the documentary “Melania.” This followed the cancellation of the film’s showing by Amazon, sparked by a message displayed on the theater’s marquee.
Amazon Withdraws “Melania” over Marquee Dispute
The Lake Theater and Cafe had promoted the documentary, which was backed by Amazon, with a marquee message that read, “To defeat your enemy, you must know them. ‘Melania’ starts Friday.” This messaging reportedly upset Amazon MGM, leading to the withdrawal of screening rights for the theater.
Theater’s Response and Customer Communication
The theater’s manager, Jordan Perry, detailed the situation in an Instagram post. After receiving notification from the booker, who conveyed Amazon’s displeasure over the marketing, the theater canceled all scheduled showings of “Melania.” As a response, the theater posted, “Amazon called. Our marquee made them mad. All Melania showings cancelled. Show your support at Whole Foods instead.”
- Initial Plans: Perry booked the film, believing it would attract an audience in a politically left-leaning area.
- Audience Turnout: The screenings from Friday to Sunday only generated $196 in ticket sales, with all proceeds going to Amazon MGM.
Financial Aspects of “Melania”
“Melania” has been under scrutiny, despite earning approximately $7 million at the box office. With an acquisition and production cost of around $40 million, Amazon’s total investment, including marketing expenses, reached an estimated $75 million.
Perry explained that he saw the film as a humorous choice, given its oddity and context. However, the reaction from Amazon, along with poor audience attendance, highlights the challenges the theater faced in providing compelling content.
