Amazon Withdraws ‘Melania’ from Oregon Cinema Amid Owner’s Criticism and Sales Rumors
An independent cinema in Oregon recently announced that Amazon has canceled screenings of the documentary ‘Melania’ amid controversy over the cinema’s marketing approach. The Lake Theater & Cafe, managed by Jordan Perry, reported that Amazon’s executives expressed dissatisfaction with promotional language used for the film.
Cancellation Details
The decision to withdraw the film appears to stem from promotional messages on the cinema’s marquee, such as “To defeat your enemy. You must know them. Melania” and “Does Melania wear Prada? Find out on Friday!” Perry reported on Instagram that the higher-ups at Amazon deemed these promotions inappropriate and indicated that Sunday would be the film’s final screening day at their venue.
Owner’s Commentary
Perry, defending his decision to exhibit the film, described it as potentially humorous due to its peculiar nature. He noted, “The film marketplace this week and next were a desert… So, to fill a screen, why not get this inexplicable vanity piece from the current president’s wife?” Perry also responded to criticism about screening the documentary by emphasizing its oddity and perceived comedic value.
Box Office Performance
‘Melania’ experienced a strong debut at the U.S. box office, earning approximately $7 million over its opening weekend, securing the No. 3 position. However, it has faced scrutiny over alleged discrepancies in ticket sales. Reports from various outlets suggest accusations of “fake ticket sales” aimed at boosting box office numbers.
Allegations of Manipulated Sales
- Industry sources claim blocks of tickets may have been purchased and distributed for free across senior citizen homes and Republican groups.
- Matthew Belloni from Puck noted that AMC and Regal cinemas had no record of unusual ticket purchases for ‘Melania.’
Demographics and International Release
Reports indicate that the primary demographic contributing to the film’s box office success is “older white women.” In stark contrast, performance in the UK was much lower. ‘Melania’ opened at No. 29 in the UK box office, averaging around £212 per screen.
Global Release Status
- ‘Melania’ was released in 26 countries, but its best performance was recorded in Slovenia, the first lady’s home country.
- The film experienced an abrupt cancellation of its South African release due to local distributors citing “the current climate.”
As ‘Melania’ continues to draw attention, the situation at the Lake Theater & Cafe illustrates the complexities and challenges faced by independent cinemas in navigating corporate relationships and audience expectations.
