Oregon cinema loses Melania screening rights after mocking Amazon's documentary in ad
A small US cinema has lost its right to screen Amazon's new documentary Melania after mocking the film in an advertisement. The decision came just before the movie's opening weekend, when it went on to earn $7 million—the best debut for a documentary in 14 years. Meanwhile, the cinema operator involved remains unfazed by the fallout.
The dispute began when Jordan Perry, owner of the Lake Theater and Cafe in Lake Oswego, Oregon, ran a provocative ad for Melania. Amazon responded by revoking the cinema's screening rights on the film's opening weekend. Despite the move, Perry claimed he had no issue with the decision, as the documentary had already performed poorly with his audience—taking in just $196 in ticket sales.
Perry later explained his choice to show the film, citing a lack of other options and personal curiosity. He stressed that his programming decisions were not politically motivated and that he did not view Melania Trump or Donald Trump as enemies. Still, he joked that he might now be on Amazon's 'blacklist' after the incident.
Film fans also protested outside the cinema over its decision to screen Melania. The controversy did little to harm the documentary's box office success, however. Amazon had invested heavily in the project, spending $40 million on rights and another $35 million on marketing.
No reports have emerged about similar clashes at other US cinemas over provocative film promotions.
The documentary Melania broke records with its $7 million opening weekend in the USA and Canada. Meanwhile, the Lake Theater and Cafe saw minimal earnings from the film before losing its screening rights. The incident highlights the risks of controversial advertising—but also the limited impact on a major release's overall performance.
