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Amazon Pulls 'Melania' From Oregon Theater as Box-Office Debate Deepens

The removal over jokey marquee messages highlights a politically charged release facing scrutiny over tactics, reception and strategy.

Overview

  • Amazon MGM revoked screenings at the Lake Theater & Café in Lake Oswego after the venue’s marquee mocked the Brett Ratner–directed documentary, according to the theater and industry reports.
  • The film debuted to about $7 million in the U.S., a decade‑best start for a non‑concert documentary, while critics panned it (around 5 percent on Rotten Tomatoes) and audience scores registered near‑perfect.
  • Industry analysts flagged unusual pre‑release sales spikes and alleged bulk or incentivized ticket buys, though major chains said they saw no clear anomalies and documentation remains limited.
  • International returns lagged, with the U.K. opening generating just £32,974 across 155 cinemas, indicating weak demand outside core U.S. markets.
  • Counter‑programming gained traction as Netflix’s 2020 Michelle Obama doc Becoming jumped more than 13,000 percent to 47.5 million minutes viewed, and the high‑spend Amazon title is still expected to move to Prime Video with an expanded docuseries.