Oregon Theater Claims Amazon Pulled Melania Trump Documentary Due to Marketing Dispute

An independent movie theater in Oregon, Lake Theater & Café, has claimed that Amazon blocked the screening of the documentary Melania: Twenty Days to History after being displeased with the way the film was promoted.

Situated in Lake Oswego, a suburb of Portland, the theater announced on Instagram that senior officials at Amazon were unhappy with how the theater’s marquee was used to market the documentary about Melania Trump, the former First Lady. They were reportedly told they needed to halt further showings of the film. The theater stated, “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.”

Further adding to the controversy, the theater’s marquee had a message that read: “Amazon called. Our marquee made them mad. All ‘Melania’ shows canceled. Show your support at Whole Foods instead,” an apparent reference to Amazon’s acquisition of Whole Foods Market back in 2017.

While both the theater and Amazon have yet to respond to requests for comment, the local newspaper, the Lake Oswego Review, reported earlier that the marquee had cheekily advertised with messages such as “DOES MELANIA WEAR PRADA? FIND OUT FRIDAY!” and “TO DEFEAT YOUR ENEMY. YOU MUST KNOW THEM. MELANIA.”

Jordan Perry, who manages the theater, elaborated on a blog post on their website, revealing his choice to screen the film was guided by a sense of humor. He explained that he decided to include what he deemed an “inexplicable vanity piece” in their lineup to stir some amusement. “So, to fill a screen, why not get this inexplicable vanity piece from the current president’s wife?” he wrote. Perry found the idea of screening a documentary on Melania Trump at their “anti-establishment, occasionally troublemaking, neighborhood cinema” to be humorous.

Perry also acknowledged that the inclusion of the documentary was financially motivated. The film, acquired by Amazon MGM Studios for $40 million and with an additional $35 million spent on promotion, debuted in North American cinemas last week. It exceeded initial expectations, grossing $7 million during its opening weekend.

Matt Lavietes, an NBC News reporter, contributed to this report.