Mipcom Cannes is gearing up for a spotlight on the New York Times bestseller “Apprentice in Wonderland: How Donald Trump and Mark Burnett Took America Through the Looking Glass” in the lead-up to the U.S. presidential election. Variety’s co-editor-in-chief Ramin Setoodeh penned the book, delving into the pivotal role of the reality TV series The Apprentice in propelling Donald Trump’s political career and its influence on popular culture.
Scheduled for October 23 at the Grand Auditorium in the Palais des Festivals, Setoodeh will present the session, drawing from six extensive interviews with Trump. He will explore how the fusion of celebrity culture and the rise of reality television in the early 1990s propelled Trump to the White House, while creating one of the most influential and commercially successful U.S. series of all time.
Setoodeh will also provide insights into the inner workings of The Apprentice, sharing details from his on-the-record discussions with the former President. He will shed light on what he gleaned from conversations with over fifty key figures associated with The Apprentice and Celebrity Apprentice, including network executives Jeff Zucker and Mark Burnett, Trump family members, crew members, advisors, and contestants.
Lucy Smith, director of Mipcom Cannes and Mip London, described the intersection of politics and entertainment as a compelling subject in the current landscape. She emphasized the significance of understanding the circumstances, dialogues, and conflicts that solidified Trump’s global persona and led to a successful U.S. presidential campaign, potentially paving the way for a second term.
“Apprentice In Wonderland” marks Setoodeh’s second publication, following the 2019 bestseller “Ladies Who Punch: The Explosive Inside Story of The View.” The latter offers an in-depth look at the tumultuous history of the iconic show “The View” and its impact on morning television in the U.S., drawing from unprecedented access to former hosts and supporting cast members.
The 40th edition of Mipcom Cannes is set to take place from October 21-24, with 300 exhibitors already registered for the event. Stay tuned for more updates and insights into the dynamic intersection of entertainment and politics at this year’s Mipcom Cannes.
