I just watched a film.
In this film I noticed something strange.
In this film I noticed how whenever people talked about any of the nearby buildings (AKA skyscrapers) they would refer to them as ‘the glass building’ or ‘the building with the dome’, and other equally vapid descriptions of these great monoliths. This happened every time the protagonists had to explain something about their quickly changing surroundings to the secondary characters, with one exception: one building was exempt, one building’s name was said quite a few times, the big, rich pinstriped baddie even holding the captured leading lady there instead of his big, hollowed out volcano (I can ony assume it was being repainted at the time, and so was unavailable). As you may have guessed from the title (and you all being such a smart lot) the tower in question was Trump tower.
Donald Trump. The man never ceases to annoy me.
I shudder imagining the contract written up between his and Hollywood’s lawyers, him explaining what he wants: “first of all, it’s not so much that I want my building to be named and used in the film, but I also want the other buildings of consequence to be unremarkable, unrecognised in their drabness by the characters in the film. It’s fine though… I’ll pay for a big, bronze, claw-footed director’s chair for you to have on set”. Well, it was probably something like that.
The part of it that really got to me though is that it was actually subtle, I mean it had enough of Trump in it for me to notice (actually it stank like hangover piss on a gilded toilet seat), but someone less cynical wouldn’t have noticed, and definitely not a child; the actual target market for the film.
Also, don’t forget what he is actually paying for here: not just product placement, but Donald placement: “look how cool the building I named after me is” says this particular piece of plugging. He is essentially making sure that the legend that is his ego – and not the one that is the big, gingery mop of (something that looks like) hair that sits on top of his head – is to be remembered by the great unwashed, the millions of folk who end up watching the movie, but so they don’t realise how big a pair of rolled up socks this actually stuffs down his incredibly expensive underpants.