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By Alice Gibbs
Senior Reporter
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Lake Theater and Cafe in Lake Oswego, Oregon, says that Amazon abruptly pulled the new documentary Melania from its schedule after executives objected to the way the venue promoted the film on its outdoor marquee.
The independent theater had previously advertised the documentary with the line: "To defeat your enemy. You must know them. Melania starts Friday," referencing Sun Tzu’s The Art of War. Days later, the theater said it received a call from "higher ups" at Amazon instructing that Sunday would be its final day screening the film.
In a February 3 Instagram post, the venue replaced the original message with a new marquee that read: "Amazon called. Our marquee made them mad. All Melania shows canceled. Show your support at Whole Foods instead :("
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Newsweek reached out to Amazon and Lake Theater and Cafe individually via email for comment.
Why It Matters
Melania has generated intense national attention—both for its surprise box‑office performance and for the polarized reactions surrounding the film.
The documentary opened to $7 million domestically, one of the largest debuts for a non‑music documentary in more than a decade, according to Amazon MGM Studios and Comscore-based reporting. It also posted a 99 percent audience score on Rotten Tomatoes, despite being panned by critics.
Internationally, the movie has performed poorly—opening 29th in the United Kingdom and 38th in Italy, bringing in under $50,000 in its U.K. debut.
The Oregon theater’s claim adds a new layer to the film’s already charged rollout.
What To Know
In the Instagram caption, the Lake Theater and Cafe said that Amazon was "upset with how our marquee marketed their movie," explaining that executives told them screenings would end early. The venue added that it had received "countless emails and voicemails and Google/Yelp reviews," criticizing either the film or the theater’s tone—reviews they said the platforms later removed.
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The post quickly attracted users weighing in on the dispute. One commenter wrote: "I saw the Melania movie and it was good! If you're trying to be inclusive, then keep your marquees silent."
Another said: "Following you in case I’m ever in Oregon and need a theater who isn’t afraid of a little good trouble!"
What People Are Saying
Lake Theater and Cafe said in a post on Instagram: "Got a call that the higher ups (i.e., at Amazon) were upset with how our marquee marketed their movie (i.e., Melania), that, per them, Sunday would be its last day here. Also got, before then, countless emails and voicemails and Google/Yelp reviews (Google/Yelp took them down) wondering why the hell we had Melania here, or disdaining our disparaging of her."
Lake Theater and Cafe's Manager Jordan Perry said in a blog post: "Do I find the upset emails from you funny? No, most leave me sad; sorry to have dismayed, confused, or misdirected you, sorry to have not replied. Is U.S. Immigration and Customs Enforcement funny? F*** no. Is Trump? He tries to be. Is that his wife released a documentary in theaters nationwide funny? I think so. If Kamala won, imagine "Douglas" being released this week—I mean, that’s also funny, right?"
Kevin Wilson, head of domestic theatrical distribution at Amazon MGM Studios, told CNBC: "We’re very encouraged by the strong start and positive audience response, with early box office for Melania exceeding our expectations. This momentum is an important first step in what we see as a longtail life cycle for both the film and the forthcoming docuseries, extending well beyond the theatrical window and into what we believe will be a significant run for both on our service."
What Happens Next
Lake Theater and Cafe says all showings have been canceled at Amazon’s direction, but the multinational company has not confirmed this or commented publicly on the theater’s claims.
Melania is currently showing in theaters across the U.S., and is expected to come to Prime Video later this year.
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