Oregon Theater Claims Amazon Withdrew Melania Documentary

An Oregon-based movie theater has alleged that Amazon decided to pull the documentary titled Melania: Twenty Days to History from its lineup due to dissatisfaction with the manner in which the film was promoted. The Lake Theater & Café, located in the bustling suburb of Lake Oswego, Portland, took to Instagram on Sunday to share that Amazon’s executives were unhappy with the theater’s marketing tactic for the documentary about First Lady Melania Trump, leading to the film’s removal from the schedule.

According to a message on the theater’s marquee, the decision to halt the screenings was abrupt. It stated: “Amazon called. Our marquee made them mad. All ‘Melania’ shows canceled. Show your support at Whole Foods instead,” clearly referencing Amazon’s acquisition of Whole Foods Market back in 2017.

“Got a call that the higher ups (ie, at Amazon) were upset with how our marquee marketed their movie (ie, Melania), that, per them, Sunday would be its last day here,” the theater shared in their Instagram post.

The theater and Amazon have not provided any immediate comments on this incident. However, the local Lake Oswego Review highlighted previous messages on the theater’s marquee such as “DOES MELANIA WEAR PRADA? FIND OUT FRIDAY!” and “TO DEFEAT YOUR ENEMY. YOU MUST KNOW THEM. MELANIA.”

Jordan Perry, the manager of the theater, explained his choice to include the documentary in their roster through a blog post on the theater’s website. He noted that the decision was partly motivated by humor. “I thought doing so would be funny,” Perry expressed. “To fill a screen, why not get this inexplicable vanity piece from the current president’s wife? It just seems so weird that it even exists (who wants a movie about Melania lol?), and wouldn’t it then be exponentially weirder, to the point of being funny, to show it here, at your obviously anti-establishment, occasionally troublemaking, neighborhood cinema?”

Besides the comedic intent, showcasing the documentary was also a financial decision. The film had significant backing from Amazon MGM Studios, which invested $40 million to acquire the project and an additional $35 million for its promotion. Since its debut last week in over 1,500 theaters across North America, the documentary has surpassed initial opening weekend expectations, earning $7 million.

This incident sheds light on the delicate relationship between independent theaters and major distributors, sometimes leading to conflicts over marketing and creative expression.

Matt Lavietes is a reporter for NBC News.