An issue with corporate control arose when Amazon withdrew the documentary “Melania” from a small cinema in Lake Oswego, Oregon, in response to humorous messages on the theater’s billboard.
The Lake Theater & Cafe, situated in the Portland suburb, had advertised the documentary about the first lady using light-hearted billboard messages. One such message quoted Sun Tzu’s “The Art of War,” saying, “To defeat your enemy you must know them,” while another teased, “Does Melania wear Prada? Find out Friday.”
On January 26, the theater received a call from Amazon expressing dissatisfaction with the billboard’s content. According to Theater manager Jordan Perry, Amazon contacted the booker who collaborates with the theater and communicated the studio’s displeasure with the film’s promotion. By the following Sunday, Amazon had requested the theater to cease the film’s screening.
The theater shared the news on Instagram, informing viewers that the documentary would no longer be screened.
Following Amazon’s withdrawal of the film, the theater updated its billboard with a fresh message: “Amazon called our marquee, made them mad.” The billboard also encouraged moviegoers to “Show your support at Whole Foods instead,” referencing Amazon’s purchase of the grocery store chain.
The film documents the 20 days leading up to President Donald Trump’s second inauguration in January 2025. Amazon MGM Studios bought the film for $40 million and allocated an extra $35 million for its promotion. Over its opening weekend, “Melania” generated $7 million across over 1,500 theaters in North America.
The documentary ranked third at the domestic box office, falling behind horror films “Send Help” and “Iron Lung.” However, it marked the most successful opening for a non-music documentary in over ten years, outperforming 2023’s “After Death,” which made $5 million.
At the Lake Theater & Cafe, the documentary’s performance was less than stellar. The theater only sold $196 worth of tickets for the documentary over its single weekend showing. Perry had requested to reduce the booking from two weeks to one even before Amazon stepped in, due to lackluster attendance.
Perry explained that the booking was intended to be humorous and noted the scarcity of films during that time, resulting in limited programming choices.
The documentary is described by Perry as “Melania as she wants to be known,” indicating that the film paints a deliberately constructed image of the first lady.
Lake Theater & Cafe is recognized for its clever and timely film advertisements that have been a part of its identity for a long time. During the COVID shutdown in 2020, the theater’s witty billboard went viral, and it was even featured in The New York Times.
Before Amazon’s removal of the film, the theater had already faced considerable criticism from local viewers. According to Perry, the theater received emails and voicemails from individuals expressing their displeasure. Some questioned the screening of “Melania,” while others were upset about the billboard’s mocking tone.
Lake Oswego, situated near Portland, Oregon, hosts a community with diverse political beliefs. However, the overall response from regular customers was lukewarm.
Following the incident, Perry believes the theater may be on Amazon’s blacklist for some time. The situation underscores the tension between independent theaters striving to retain their distinct voice and large studios demanding control over their films’ marketing.
The involvement of director Brett Ratner in the project was a point of discussion in Hollywood. Amazon’s significant investment in purchasing and promoting the film displayed the company’s dedication to the project, thus making the studio’s swift reaction to the billboard controversy less unexpected.
The incident brings up questions about creative freedom in local film marketing. While major studios heavily invest in nationwide campaigns, they typically allow individual theaters some flexibility in promoting films to their specific audiences. Amazon’s intervention hinted at a lower tolerance for marketing that strayed from the approved messaging.
Despite the controversy, the theater plans to continue operations as usual. “Wuthering Heights,” distributed by Warner Bros., is scheduled to start on Thursday, February 12, 2026. It remains to be seen if that studio will be more accepting of the theater’s signature billboard style.
The incident at the Lake Theater & Cafe sparked a minor debate in the wider cultural discussion about the “Melania” documentary, which has been contentious since its release. The film received overwhelmingly negative reviews from critics, earning just 10% on Rotten Tomatoes’ Tomatometer. However, verified audience members gave it a 99% score, creating the largest critic-audience disparity in Rotten Tomatoes’ history.
Although the documentary performed better than most at the national box office, it sparked significant discussion about political documentaries and their role in mainstream entertainment.
The attention brought about by the controversy could ultimately enhance the theater’s reputation for bold, humorous marketing.
In a time when corporate consolidation is increasingly shaping the entertainment industry, small theaters that dare to stand out are under mounting pressure to conform.
