Oregon Cinema's Witty Billboard for Melania Trump Film Draws Amazon's Ire
For numerous film enthusiasts, the documentary "Melania" failed to capture significant attention as a major cinematic event. This sentiment was echoed by a movie theater in Oregon, which found itself at odds with distributor Amazon over its unconventional promotional tactics. The Lake Theater & Cafe in Lake Oswego made headlines this week when it announced via an Instagram post that it could no longer screen the controversial and poorly reviewed documentary about former First Lady Melania Trump. The decision came after Amazon expressed dissatisfaction with the theater's cheeky marquee advertisements.
Creative Marketing Meets Corporate Disapproval
According to reports from The Hollywood Reporter, the theater's marquee featured clever slogans that piqued local interest. One message read, "Does Melania wear Prada? Find out Friday," while another referenced Sun Tzu's "The Art of War" with the line, "To defeat your enemy, you must know them. 'Melania' starts Friday." These playful attempts at marketing, however, did not sit well with Amazon's executives.
The theater's Instagram post explained the situation, stating, "the higher ups (i.e., at Amazon) were upset with how the marquee marketed their movie (i.e., Melania), and said that Sunday would be the last day the film ran." In a humorous twist, the post also expressed mock concern that employees' Amazon Prime accounts might face cancellation as a result of the dispute.
Theater Manager Defends His Approach
Lake Theater & Cafe manager Jordan Perry spoke with the Oregonian about the incident, confirming that Amazon "was not happy and/or did not appreciate my take on marketing their film to our own public." Perry's decision to screen the documentary was driven by a desire for amusement, as he elaborated in a blog post on the theater's website. He wrote, "Mostly, I thought doing so would be funny. For some of you, that’s enough. Great!"
Following the film's removal, the theater's marquee did not shy away from commenting on the situation. It displayed two snarky remarks: "Amazon called. Our marquee made them mad. All Melania showings canceled. Show your support at Whole Foods instead," and "Join Amazon Prime for Free 2-Day Shipping." These messages underscored the theater's defiant and humorous response to the corporate intervention.
Box Office Performance and Critical Reception
The documentary "Melania" faced significant challenges both critically and commercially. With a production cost of $40 million and an additional $35 million spent on marketing, the film reportedly earned only $7 million during its opening weekend. Its critical reception was equally dismal, holding a mere 6% score on Rotten Tomatoes. This context adds depth to the theater's marketing strategy, which aimed to generate buzz for a film struggling to find an audience.
HuffPost attempted to contact Amazon for comment on the matter, but the company did not provide an immediate response. The incident highlights ongoing tensions between independent theaters' creative freedoms and corporate distributors' control over promotional content. It also raises questions about the balance between humor in advertising and brand image protection in the entertainment industry.
