New Yorker Jimmy McMillan, the Rent Is Too Damn High Party founder who became a meme after a feisty 2010 gubernatorial debate, occupies a unique place in viral-politics history. Aaron Fisher-Cohen's documentary smartly captures the speed of his jarring metamorphosis into a celebrity, as millions of YouTube clicks turn the eccentric into a Fox News/talk-radio/SNL brand. But this fly-on-the-wall approach fails to critique its subject: McMillan possesses no political ideals beyond his popular mantra, no apparent campaign strategy other than wandering midtown Manhattan, and no business savvy to milk profits from his window of opportunity. Damn! clearly knows a thing or two about fameballs, but it leaves the rest of the heavy lifting to the viewer.
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