Amazon Pulled ‘Melania’ Film After Theater’s Marquee Joke

The release of Amazon MGM Studios’ documentary “Melania” has been met with controversy, and now, a small-town Oregon cinema has found itself at the center of the storm. The Lake Theater & Cafe in Lake Oswego, Oregon, has had its screening rights to the film pulled by Amazon after the theater’s manager displayed a pointed message on the marquee.

The marquee, which read “To defeat your enemy, you must know them. Melania starts Friday,” drew the ire of Amazon, according to the theater’s manager, Jordan Perry. Perry detailed the situation in a blog post, explaining his rationale for booking the film and the subsequent fallout. He noted the film’s existence was “weird” and that showing it at his “anti-establishment” cinema would be “exponentially weirder, to the point of being funny.”

Following Amazon’s complaint, a subsequent marquee message declared that Amazon had “got mad” and canceled all showings of “Melania,” suggesting patrons show their support at a nearby Whole Foods Market, owned by Amazon. The theater shared images of both marquees on its Instagram account.

The documentary, which provides an inside look at the 20 days leading up to the 2025 presidential inauguration, has proven to be a box office success despite the criticism. It grossed $7 million during its opening weekend, becoming the largest opening haul for a non-concert documentary in 14 years, according to The New York Times. It finished third for the weekend, behind “Send Help” ($20 million) and “Iron Lung” ($18 million).

Amazon reportedly invested $75 million to acquire the rights and market the film, directed by Brett Ratner. The significant financial commitment underscores the studio’s belief in the project, despite the negative reception from many critics.

That negative reception has been widespread. Critics roasted the film as propaganda in early reviews, and promotional materials, including bus stop ads and billboards in Los Angeles, have been vandalized. The film also drew scrutiny when Amazon CEO Andy Jassy and Apple CEO Tim Cook attended a private White House screening, held on the same day protester Alex Pretti was killed in Minneapolis by federal agents, as reported by CNN.

Perry, in his blog post, emphasized that the Lake Theater’s intention wasn’t to influence political views, but rather to encourage “open-mindedness, compassion, and well-informed” perspectives. He also highlighted the financial aspect, noting that the theater contributed $196 to “the Jeff Bezos Trust Fund” through ticket sales, while a larger sum went to the fund for “Hamnet.” For each $11 ticket sold, Amazon MGM Studios received $5.50.

The Lake Theater & Cafe is known for its playful marquee messages, with the theater’s about page featuring numerous voicemails reacting to previous displays. One past message, according to the theater’s website, read, “Not getting the Taylor Swift movie because her music’s not even good.” This suggests a history of provocative and humorous messaging, which ultimately led to the current situation with “Melania.”

“Melania” was released to 1,778 theaters across the country, but following the incident at the Lake Theater & Cafe, that number has been reduced to 1,777. The situation highlights the delicate balance between artistic expression, corporate interests, and the potential for controversy in the current entertainment landscape.