Amazon Intervenes to Cancel 'Melania' Screenings at Oregon Theatre
Amazon has reportedly demanded that a local Oregon movie theatre pull all future screenings of its documentary Melania after the establishment made a series of lighthearted jokes about the controversial subject, former First Lady Melania Trump. The intervention has sparked discussions about corporate influence over artistic expression and marketing in independent cinemas.
Marquee Humour Leads to Corporate Backlash
Ahead of the documentary's recent global release, the Lake Theater & Café in Lake Oswego, a suburb of Portland, promoted the title on its marquee with playful messages. These included: "Does Melania wear Prada? Find out Friday!" and "To defeat your enemy. You must know them. Melania." The theatre's manager, Jordan Perry, stated that they received a direct call from Amazon requesting the removal of all upcoming screenings.
Perry explained to The Oregonian that "the studio was not happy and/or did not appreciate my take on marketing their film to our own public." Following the corporate directive, the marquee now reads: "Amazon called. Our marquee made them mad. All Melania showings cancelled. Show your support at Whole Foods instead. Join Amazon Prime for Free Two-Day Shipping." A source familiar with the film confirmed to Variety that Melania has indeed been blocked from the theatre.
Theatre's Response and Public Reaction
Sharing the news on Instagram alongside pictures of the altered marquee, the Lake Theater & Café posted a detailed statement. It read: "Got a call that the higher-ups (i.e., at Amazon) were upset with how our marquee marketed their movie (i.e., Melania), that, per them, Sunday would be its last day here." The statement further revealed that before the cancellation, the theatre received numerous emails, voicemails, and online reviews criticising their decision to show the film or their perceived disparagement of Melania Trump.
The Instagram post added: "Now that it's prematurely over, the plug pulled on us not from public outcry (always listening, thank you) but by some corporate executive (fair enough, sorry AMZN, please don't cancel my Prime)." On the theatre's website, Perry elaborated that his initial choice to screen Melania was motivated by humour, writing: "I thought doing so would be funny. Wouldn't it be exponentially weirder, to the point of being funny, to show Melania here, at your obviously anti-establishment, occasionally troublemaking, neighbourhood cinema?"
Documentary Details and Critical Reception
Helmed by director Brett Ratner, Melania follows Melania Trump over the twenty days leading up to her husband's second inauguration, documenting her preparations to transition back to the White House. Former President Donald Trump has promoted the film as transforming his wife into a "movie star," but it has faced significant critical backlash.
The documentary has earned a mere five percent critics' score on Rotten Tomatoes, despite viewers awarding it a ninety-nine percent score in an apparent show of support for Trump. In a one-star review for The Independent, critic Nick Hilton argued that the "First Lady is a preening, scowling void of pure nothingness in this ghastly bit of propaganda." This stark divide between critical and audience reception highlights the polarising nature of the film and its subject.
The Independent has contacted Amazon for further comment on the situation, but no additional statements have been released at this time. The incident underscores ongoing tensions between corporate media giants and independent venues over creative control and promotional freedom.
