Mipcom Cannes to Host ‘Apprentice in Wonderland’ Session

In the run up to the U.S. presidential election, Mipcom Cannes will turn the spotlight on the New York Times bestseller “Apprentice in Wonderland: How Donald Trump and Mark Burnett Took America Through the Looking Glass.”

Written by Variety‘s co-editor-in-chief Ramin Setoodeh, the book examines the critical role of the reality TV series The Apprentice in launching the political career of Donald Trump and its impact on popular culture.

Set for Oct. 23, the session will be presented by Setoodeh at the Grand Auditorium inside the Palais des Festivals. Setoodeh, who conducted six lengthy interviews with Trump, will explore how the cult of celebrity and rise of the reality genre in the early 1990’s catapulted Trump the White House, and created one of most influential and commercially successful U.S. series of all time.

Setoodeh will also share the behind-the-scenes of the NBC series, as well insights from his on-the-record sit-downs with the former President. The New York-based journalist will speak about what he learned from his conversations with more than fifty key players involved in The Apprentice and Celebrity Apprentice series, including network executives Jeff Zucker and Mark Burnett, as well as Trump family members, crew members, advisors and contestants. 

“This is the most telling example of politics meeting entertainment of our times,” said Lucy Smith, director of Mipcom Cannes and Mip London. “To learn of the circumstances, conversations and, often, the conflicts that cemented a global persona, became a catalyst for one successful US presidential run, and potentially a second, while in so doing creating one of the world’s most popular and enduring formats is both fascinating and timely,” Smith continued.

“Apprentice In Wonderland” is the second publication from Setoodeh, following 2019’s New York Times bestseller “Ladies Who Punch: The Explosive Inside Story of The View.” The latter charts the turbulent story of the various eras of the iconic show “The View” that revolutionized morning television in the U.S. and is based unprecedented access to former hosts and supporting players. 

The 40th edition of Mipcom Cannes will take place Oct. 21-24 Oct. and has already registered 300 exhibitors.