Amazon Cancels ‘Melania’ Screenings After Lake Oswego Theater Marquee Controversy

Lake Oswego, Oregon – A small-town cinema’s attempt at playful marketing backfired spectacularly this week, resulting in the cancellation of screenings for the new documentary Melania by Amazon MGM Studios. The Lake Theater & Cafe, known for its creative marquee displays, drew the ire of the streaming giant with a pointed message referencing Sun Tzu’s The Art of War.

The marquee initially read: TO DEFEAT YOUR ENEMY, YOU MUST KNOW THEM. MELANIA STARTS FRIDAY. While intended as a tongue-in-cheek promotion, Amazon reportedly viewed the message as inappropriate, leading to the abrupt removal of the film from the theater’s schedule.

The theater owner responded with another marquee message, directly addressing the situation: AMAZON CALLED. OUR MARQUEE MADE THEM MAD. ALL MELANIA SHOWS CANCELED. SHOW YOUR SUPPORT AT WHOLE FOODS INSTEAD 🙁. This further publicizing of the dispute quickly gained attention online and in local news reports.

The documentary, which debuted with a reported $7 million in ticket sales, has been a subject of considerable discussion since its release. Promoted by former President Donald Trump as a must watch, Melania offers a look into the life of the former First Lady. Amazon MGM Studios invested heavily in the project, reportedly paying $40 million for the rights and an additional $35 million for marketing – making it the most expensive documentary ever produced.

The film is slated to eventually stream on Prime Video, following its theatrical run. However, the incident at the Lake Theater highlights the delicate balance between creative marketing and studio control, particularly in the age of streaming and direct-to-consumer distribution.

The theater owner, in a post on the theater’s website, expressed a desire to lower the temperature despite momentarily fanning flames with the marquee message. This suggests an awareness of the potential for controversy, but also a willingness to engage in a bit of playful provocation.

Local moviegoer Kurt Winkler, who saw the documentary prior to the cancellation, offered his perspective on the situation. I liked the movie, Winkler told KATU News. As far as the marquee, some people may not like the joke. They should be able to say, that’s what I think. His comment underscores the subjective nature of humor and the right to express opinions, even if those opinions are critical.

The cancellation of Melania screenings at the Lake Theater is a relatively isolated incident, but it speaks to a broader trend of studios exerting greater control over the presentation of their content. With the rise of streaming, studios are increasingly involved in all aspects of a film’s release, from marketing to distribution to the messages displayed on local theater marquees.

The Lake Theater & Cafe is moving forward with its programming, with screenings of Wuthering Heights scheduled to begin next week. The incident, while disruptive, appears to have done little to dampen the theater’s spirit or its commitment to providing a diverse range of cinematic experiences for the Lake Oswego community.

The situation also raises questions about the role of independent theaters in a landscape dominated by large corporations. While Amazon’s decision to pull the film may have been motivated by a desire to protect its brand image, it also demonstrates the power dynamics at play between studios and the smaller venues that rely on them for content.

Rumors circulating, as reported by The Guardian, suggest that low ticket sales may have also contributed to Amazon’s decision, with speculation about fake ticket sales. However, these claims remain unverified and are not directly addressed by Amazon or the theater.

The incident serves as a reminder that even seemingly innocuous marketing tactics can have unintended consequences, particularly when dealing with high-profile projects and sensitive subject matter. The Lake Theater’s attempt to generate buzz for Melania ultimately resulted in the opposite effect, highlighting the challenges of navigating the complex relationship between art, commerce, and public perception in the modern entertainment industry.