Amazon pulls Melania documentary from Oregon theater over marquee marketing

Amazon pulled screenings of its documentary about Melania Trump from Lake Theater & Cafe in Lake Oswego, Oregon, after the independent cinema's marquee featured promotional messages the company deemed inappropriate.

The theater's general manager, Jordan Perry, announced the withdrawal on the cinema's Instagram account. "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," Perry wrote.

The marquee messages in question included wordplay and cultural references. One advertisement stated, "To defeat your enemy. You must know them. Melania," referencing Sun Tzu's "The Art of War." Another read, "Does Melania wear Prada? Find out on Friday!", a play on the film title "The Devil Wears Prada."

Lake Theater & Cafe is known for using humorous and ironic messaging on its marquee to promote film screenings. The theater's approach to marketing the documentary, however, prompted Amazon executives to contact the venue and express their dissatisfaction with the promotional strategy.

Amazon MGM Studios acquired the rights to produce and distribute the Melania documentary, directed by Brett Ratner, for $40 million in 2025. The company did not issue a public statement regarding the decision to withdraw the film from the Oregon theater.

Perry also addressed the broader response to the cinema's decision to screen the film. He noted that the theater had received criticism from some members of the public over the marquee messages. In his Instagram post, Perry added a lighthearted comment, hoping Amazon would not cancel his Prime membership and directing Amazon supporters to "show your support at Whole Foods instead," a reference to Amazon's ownership of the grocery chain.