An independent movie theater in Oregon says its run of the documentary Melania: Twenty Days to History was cut short after Amazon objected to the venue’s promotional messaging.
Lake Theater & Café, located in Lake Oswego near Portland, shared on Instagram that it had been contacted by what it described as Amazon’s “higher-ups,” who were unhappy with the way the theater advertised the film. According to the post, the company informed the venue that Sunday would be the final day the documentary could be shown there.
“We got a call that the higher ups were upset with how our marquee marketed their movie, and that Sunday would be its last day here,” the theater wrote.
A Marquee Message That Sparked the Issue
The controversy centers around the theater’s outdoor marquee, which used a tongue-in-cheek tone to promote the film. One message read:
“Amazon called. Our marquee made them mad. All ‘Melania’ shows canceled. Show your support at Whole Foods instead,” — a clear nod to Amazon’s 2017 acquisition of Whole Foods Market.
Local outlet Lake Oswego Review also reported that earlier promotional lines included playful phrases such as:
“DOES MELANIA WEAR PRADA? FIND OUT FRIDAY!” and
“TO DEFEAT YOUR ENEMY, YOU MUST KNOW THEM. MELANIA.”
At the time of reporting, neither the theater nor Amazon had publicly responded to media inquiries for comment.
Theater Manager: Programming Was Meant to Be Ironic
In a blog post on the theater’s website, manager Jordan Perry explained that the decision to screen the documentary was partly rooted in irony and the theater’s independent, anti-establishment identity.
“I thought showing it here would be funny,” Perry wrote, noting that the project struck him as an unusual choice for a neighborhood cinema known for its unconventional programming.
He added that beyond the humor, the decision also had practical motivations. Like many independent theaters, Lake Theater & Café must balance creative programming with financial considerations to keep screens filled and operations running.
Big Budget, Wide Release
The documentary received significant backing from Amazon MGM Studios, which reportedly spent about $40 million to acquire the film and another $35 million on marketing.
Melania: Twenty Days to History opened in more than 1,500 theaters across North America and exceeded early expectations, earning approximately $7 million during its opening weekend.
While the film continues its broader theatrical run, the situation at Lake Theater & Café has sparked conversation about creative freedom, corporate oversight, and the delicate relationship between independent venues and major distributors.