This was a good week for the culture jammers. First the Yes Men distributed 1.2 million copies of a fake New York Times announcing the end of the Iraqi war; then, indie filmmakers Dan Mirvish and Eitan Gorlin wrote a new play for the How To Get Ahead in Hollywood handbook: Create a political pundit, make him famous and then confess that he doesn’t exist.
The NYT broke the “Martin Eisendstadt” story Thursday, explaining that the would-be John McCain pundit who publishes a blog, operates a Washington, DC consultancy and is the subject of multiple YouTube videos as well as the apparent subject of a BBC documentary, is actually the creation of filmmakers Mirvish (co-founder, Slamdance Film Festival) and Gorlin, whose “The Holy Land” won the Slamdance grand jury prize in 2002.
Eisenstadt was initially created for a sitcom Mirvish and Gorlin are pitching, “The Pundit.” With Gorlin portraying the character in popular YouTube videos, the myth remained relatively intact throughout the election cycle; sources ranging from CNN to the Huffington Post took his existence on faith.
Mirvish and Eitan also manipulated the spin cycle to spread rumors that Paris Hilton was feuding with McCain, that Sarah Palin received a $900 spray-on tan and that Joe the Plumber had a tryst with SNL's Kristen Wiig.
However, Mirvish and Gorlin decided to reveal themselves the week after the election, when reports surfaced that an anonymous McCain source said Palin didn’t know Africa was a continent.
“Someone said it, but it wasn’t us,” Mirvish says. “So we took credit for it.”
Mirvish posted the claim Tuesday on Eisenstadt’s blog and then spent a few hours at the American Film Market. By the time he got home, MSNBC’s David Shuster was reporting the Eisenstadt-Africa connection as a breaking news story.
Eisenstadt’s political career may be over, but Mirvish and Gorlin’s has just begun. They already have received an offer from the publishers of Sacha Baron Cohen’s “Borat” book. And, says Mirvish, “We still think he's a brand. We're doing meetings next week. Eisenstadt still has to carry on.”
Mirvish is nothing else if not persistent. He made his first film, "Omaha," in 1995; when Sundance rejected the comedy for its lineup, Mirvish responded by launching Slamdance. When he wrote and directed the “real-estate musical” "Open House" in 2004, he raised a ruckus when the Academy refused to activate its live-musical category that year.
I spoke with Mirvish as he was preparing and shuttling his three kids to school on Thursday morning. His wife, a doctor, had worked the night shift.
Did your agent know you were doing this? Or anyone else in the industry?
It's very generous for you to presume I have an agent. I've had a few over the years; I don't have one right now. There's a number of people in the TV world who knew about us and our shenanigans -- production companies, networks. JJ Abrams' company Bad Robot, Paramount TV, CBS, Comedy Central, Sony TV, Ashton Kutcher's company...
So basically, it was a massive left-wing conspiracy?
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