Big Tech has flexed its muscle again, this time silencing a small Oregon theater over a few clever jabs on a movie marquee.
Amazon MGM Studios requested that The Lake Theater and Cafe in Lake Oswego, a suburb near Portland, cease screenings of the documentary Melania due to promotional messages on the theater’s marquee..
The theater, known for its quirky advertising, complied by canceling all showings and updating its signage. The incident, first reported by The Oregonian and later covered by The Daily Beast, has drawn attention to the controversial film, which has performed strongly nationwide despite harsh reviews from critics.
At the heart of the issue are the marquee messages posted by The Lake Theater and Cafe, including quips like “Does Melania wear Prada? Find out Friday.” These lighthearted jabs, meant to draw crowds, instead drew the ire of Amazon, which promptly called for the film to be pulled, according to the Hollywood Reporter.
The theater’s manager, Jordan Perry, confirmed that a studio representative contacted their booker with the demand to stop screenings. After complying, the theater updated its marquee to read, “Amazon called. Our marquee made them mad.”
This isn’t just a story of Big Tech censorship; it’s also a snapshot of how divided communities have become over anything tied to prominent conservative figures.
Even before Amazon’s intervention, the theater faced significant local backlash, with management receiving numerous emails, voicemails, and negative online reviews questioning their decision to screen Melania. Many of these complaints were removed by Google and Yelp, but the pressure was palpable for the small cinema.
On Instagram, the theater lamented the early end to the film’s run, stating, “Now that it’s prematurely over, the plug pulled on us not from public outcry (always listening, thank you) but by some corporate executive (fair enough, sorry AMZN, please don’t cancel my Prime).” This tongue-in-cheek apology highlights the absurdity of a corporate giant stomping on a local business over a few words on a sign.
Amazon, predictably, offered no immediate comment on their heavy-handed move, leaving observers to wonder if they’ll ever justify this overreaction. Meanwhile, Melania has been a surprising hit nationally, touted as the strongest documentary performance in a decade, even as critics savage it. Clearly, audiences are hungry for content that challenges the mainstream narrative, whether Big Tech likes it or not.
Perry himself booked the film partly as a playful jab at the left-leaning area, thinking it would be amusing to screen such a polarizing title in an “anti-establishment” venue. He also noted it was a slow period for new releases, making the documentary a logical choice. But humor, it seems, is a risky business in today’s culture.
The Lake Theater sold just $196 in tickets over a single weekend of showings, a modest sum that underscores the David-versus-Goliath nature of this clash. Yet, the theater’s final marquee message—“Show your support at Whole Foods instead”—dripped with sarcasm aimed at Amazon’s sprawling empire. It’s a reminder that even small players can throw a punch, even if they’re forced to back down.
What’s truly galling here is how quickly humor gets crushed under the boot of corporate sensitivity. If a tiny theater can’t poke fun at a film title without fear of retribution, then we’ve lost something fundamental about free expression. This isn’t about left or right; it’s about the right to laugh without permission.
Look at the broader picture: Melania is a lightning rod because it dares to humanize a figure the cultural elite love to vilify. Amazon’s reaction isn’t just about a marquee; it’s about controlling the narrative around a woman who represents resilience against relentless media scorn. Their silence speaks volumes—they’d rather shut down discussion than engage with it.
As for what’s next, expect more of this cultural tug-of-war where corporate giants play morality police over the smallest perceived slights. The Lake Theater’s story might fade, but the chilling effect on independent voices won’t. If anything, this should rally those who value unfiltered discourse to support local businesses brave enough to push back, even if only with a witty sign.
