A Lake Oswego movie theater owner says Amazon canceled its screenings of a new documentary on the first lady, called ‘Melania,’ over what he calls a ‘joke’ on the marquee.

Intended as a way to promote screenings of the film, the Lake Theater & Cafe marquee used a play on a classic Sun Tzu quote:

TO DEFEAT YOUR ENEMY,
YOU MUST KNOW THEM.
MELANIA STARTS FRIDAY

However, Amazon reportedly didn’t find the joke very funny and ended up cancelling screenings at the theater.

Following the movie’s removal, the owner posted to theater’s website writing: “The marquee may seem mean, but my hope, always, is to, though momentarily fanning flames, ultimately lower the temperature.”

After ‘Melania’ was pulled, they changed the marquee to say:

AMAZON CALLED
OUR MARQUEE MADE THEM MAD
ALL MELANIA SHOWS CANCELED
SHOW YOUR SUPPORT AT
WHOLE FOODS INSTEAD 🙁

Promoted by President Donald Trump as “a must watch,” the Melania Trump documentary debuted with a better-than-expected $7 million in ticket sales, according to studio estimates Sunday.

Amazon MGM Studios paid $40 million for the rights, plus some $35 million to market it, making it the most expensive documentary ever. ‘Melania’ will stream on Prime Video following its theatrical run.

KATU News talked to a local today who saw the documentary and offered his reaction to the controversy.

“I liked the movie,” said Kurt Winkler. “As far as the marquee, some people may not like the joke. They should be able to say, that’s what I think.”

The theater’s owner says the show must go on, with screenings of ‘Wuthering Heights’ starting next week.

The Associated Press contributed to this story.