Movies - Czech Dream

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	Movies - Czech Dream

Czech Dream (Český sen in Czech) is a documentary film directed by two young Czech directors: Vít Klusák and Filip Remunda in 2004. The movie is their final project on a filmmaker school.

The film shows people's obsession with huge hypermarkets, and the power of advertising. During the creation of the film, the authors (in cooperation with a major advertising agency) have prepared a massive campaign (including TV commercials, billboards, flyers etc.) promoting a new hypermarket, called Czech Dream. The campaign promised unbelievably low prices and "surprise for everyone" on the opening day; the campaign slogans were "do not come", "do not spend", etc. On the opening day, several thousand people arrived to the place in an outskirt of Prague and after the hypermarket was declared open they started running toward a rainbowy-painted wall in the distance, where they learned that there was no real mall, only a big paper wall supported with scaffolding. When they finally noticed the deception, they reacted differently. Some of them understood the filmmakers' message, some tried to take it optimistically ("At least we had some fresh air") but most of them feel angry because they were fooled and many of them blame the government. Some even announce voting against the European Union at the upcoming referendum.

Other than a sort of a mirror of the consumer society one can also learn some basics how advertising companies work, what methods and tricks they use. At the end morals from this story are implied to Czech politics in a typical Czech humour way.

Selected quote

Somewhere in the middle of the advertising campaign, the employees of the advertising agency have some moral doubts about advertising untrue things and one of them says: "Maybe you, filmmakers, do lie to people but we, advertisers, don't!"

The film also opposes the government's campaign for joining the EU. The film strongly believes that if one has money and idea, he can make people to do anything as in the case of politicians!

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