Amazon Terminates Melania Trump Documentary Screenings in Oregon Following Marketing Clash
An independent cinema in Oregon has publicly stated that Amazon abruptly cancelled all future screenings of the authorised documentary about former First Lady Melania Trump. The cancellation was reportedly a direct response to the cinema's unconventional and provocative marketing tactics for the film.
Marketing Messages That Sparked Corporate Backlash
The Lake Theater & Cafe in Lake Oswego, Oregon, had promoted the Brett Ratner-directed documentary with bold marquee messages that apparently displeased Amazon executives. According to the local Lake Oswego Review, promotional lines included: "To defeat your enemy. You must know them. Melania" and "Does Melania wear Prada? Find out on Friday!"
Jordan Perry, the cinema's general manager, detailed the incident on the venue's Instagram account. Perry wrote: "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." He added a tongue-in-cheek plea that Amazon wouldn't cancel his Prime membership, suggesting supporters express their loyalty at Whole Foods instead.
Cinema Owner Defends Programming Decision Amid Controversy
In a separate post titled "Why I, Jordan, Got Melania Here," Perry explained his rationale for booking the documentary. He stated his primary motivation was that the programming "would be funny" given the film's unusual nature. Perry also cited practical financial considerations, noting that the film marketplace was particularly sparse during that period.
"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 wrote. "I mean, 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, neighbourhood cinema?"
Mounting Speculation Over Questionable Box Office Performance
The Oregon cancellation coincides with growing scrutiny of the documentary's reported box office success in the United States. Despite opening at number three in the US charts with a reported $7 million (£5.1 million) domestic opening weekend, observers have noted a puzzling discrepancy between these figures and apparently empty cinema auditoriums.
The Daily Beast has reported accusations of "fake ticket sales" artificially inflating the box office totals. Industry analyst Tom Brueggemann's Substack publication cited sources suggesting blocks of tickets were purchased and then distributed free to senior citizen homes, Republican activists, and other interested parties to boost audience numbers.
However, Puck reporter Matthew Belloni received conflicting information, with Amazon and major cinema chains AMC and Regal stating they "did not experience unusual block purchases of tickets" for the film. Belloni noted the important caveat that theatre chains might not necessarily be aware of such coordinated purchasing activities.
Demographic Analysis and International Performance Disparities
Exit reports from US screenings indicated that older white women formed the primary demographic driving the documentary's American success. This contrasts sharply with its performance in the United Kingdom, where the film opened across 155 screens but only reached number 29 in the box office charts.
The UK opening generated a modest screen average of just £212, while American takings currently account for approximately 98.8% of the film's global total. Internationally, Melania's native Slovenia emerged as the strongest performing territory outside the United States.
The documentary launched in 26 countries globally last Friday, though its South African release was cancelled abruptly the previous day. Local distributors cited "the current climate" and "recent developments" as reasons for the last-minute cancellation.
Industry Questions About Distribution Strategy
In the UK, some industry insiders have questioned whether the unusually wide release pattern might indicate a "four-walling" distribution strategy. This approach involves distributors paying cinemas directly to screen the film, potentially explaining the discrepancy between screen count and actual audience attendance.
The Oregon incident highlights the complex dynamics between streaming giants, independent cinemas, and controversial political content in today's fragmented media landscape. As the documentary continues its international rollout, questions persist about both its marketing controversies and its genuine commercial performance across different markets.
