On DVD
Czech Dream (12)
- Director: VÍT KLUSÁK AND FILIP REMUNDA
- Genre: Documentary
- Starring:
- Country: Czech Republic
- Language: Czech
- Original/Alternative Title: Ceský sen
- Running time: 87 mins
- Release date: 24 June 2005
- Web:
- Downloads:
Synopsis
A film about a hypermarket that doesn't exist
A funny and provocative look at the world of contemporary media manipulation illustrated by a hoax from two film students on an unsuspecting public in the Czech Capital, Prague. Impressed by the escalation in the growth of hypermarkets in the last five years the students set out to explore the psychological and manipulative powers of consumerism by organising an advertising and promotional programme for a non-existent supermarket chain. They hire a leading Ad agency, BBDO and create an advertising jingle and go through the full marketing process including a website, flyers, billboards and television and radio spots. Culminating in a grand opening the
final confrontation is with a deluded public who stampede towards a hoarding that disguises an open field. The controversial hoax provokes extreme reactions in the Czech people and even ends up being discussed in Czech parliament. Forced to explain themselves the filmmakers show how a big marketing spend can influence anything at all, including the Czech Republics recent entry into the EU where the government spent a large amount on advertising to campaign for the yes vote. Although the film is set in a post-communist society, Czech Dream explores rampant mass consumerism that will be familiar to all living in the West.
