First Lady Follies: The Melania Movie Mystery

The Lake Theater & Cafe Marquee Sparks Controversy with Amazon over “Melania” Film

Recently, the Lake Theater & Cafe in Lake Oswego, Ore., made headlines for a controversial marquee message related to the screening of the “Melania” documentary film released by Amazon MGM Studios. The marquee, which read “To defeat your enemy, you must know them. Melania starts Friday,” caught the attention of Amazon, leading to the film being pulled from the theater.

According to the theater’s Instagram post, Amazon executives were displeased with the marketing move, resulting in the cancellation of all upcoming “Melania” screenings at the Lake Theater. The post humorously suggested patrons show their support at a nearby Amazon-owned Whole Foods Market instead.

Marquee messages have become a tradition at the Lake Theater, with previous messages eliciting reactions from passersby. The theater’s manager, Jordan Perry, explained the decision to showcase “Melania” and the subsequent fallout from the controversial marquee message.

Despite the film’s removal from the theater, “Melania” had a successful opening weekend, grossing $7 million at the box office. Directed by Brett Ratner, the documentary offers a behind-the-scenes look at the 20 days leading up to the 2025 presidential inauguration.

Controversy and Criticism Surrounding “Melania”

While the film garnered attention for its unique premise, it also faced backlash from critics who labeled it as propaganda. Bus stop ads and billboards in Los Angeles were defaced, and prominent figures like Amazon CEO Andy Jassy and Apple CEO Tim Cook faced scrutiny for attending a private White House screening on the same day as a tragic incident in Minneapolis.

Despite the controversy, “Melania” marked the largest opening haul for a non-concert documentary in 14 years, securing the third spot at the weekend box office behind horror films “Send Help” and “Iron Lung.”

Amazon’s substantial investment in acquiring the rights and marketing the film paid off, as it generated significant revenue during its initial release. However, the film’s polarizing nature and the events surrounding its promotion have sparked discussions about the intersection of politics and entertainment.

The Impact of Marquee Messaging

For the Lake Theater & Cafe, the marquee messages serve as a form of expression and engagement with the community. While the “Melania” controversy brought unwanted attention, it also highlighted the power of creative marketing tactics in the film industry.

Manager Jordan Perry’s reflection on the situation underscores the importance of promoting open-mindedness and critical thinking, even in the realm of entertainment. Despite the financial contribution to Amazon MGM Studios, the theater’s decision to showcase “Melania” sparked meaningful conversations and raised awareness about the film’s themes.

In conclusion, the Lake Theater & Cafe’s experience with the “Melania” film showcases the complex dynamics between art, politics, and public perception. Through creative messaging and bold choices, the theater sparked a dialogue that transcended traditional marketing strategies, leaving a lasting impact on its patrons and the wider community.