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Czech Dream


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Product Details

  • Directors: Vt Klusk, Filip Remunda
  • Format: Multiple Formats, Color, NTSC
  • Language: English
  • Region: Region 1 (U.S. and Canada only. Read more about DVD formats.)
  • Aspect Ratio: 1.33:1
  • Number of discs: 1
  • Rated: NR (Not Rated)
  • Studio: Arts Alliance Amer
  • DVD Release Date: December 4, 2007
  • Run Time: 88 minutes
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (12 customer reviews)
  • ASIN: B000LW7LWW
  • Amazon Best Sellers Rank: #224,597 in Movies & TV (See Top 100 in Movies & TV)

Special Features

None.

Editorial Reviews

Two students from the Czech Film Academy commission a leading advertising agency to organize a huge campaign for the opening of a new supermarket named Czech Dream. The supermarket however does not exist and is not meant to. The advertising campaign includes radio and television ads, posters, flyers with photos of fake Czech Dream products, a promotional song, an internet site, and ads in newspapers and magazines. Will people believe in it and show up for the grand opening?

Customer Reviews

One might well ask, "Why do such a thing?"
Roland E. Zwick
What I really found interesting too was how Czech's current events and main topics were brought up through this whole ordeal.
Kristina Winkler
With all the package design, photography, TV and print advertising I can't imagine it being less than a million dollars!
Navarro Parker

Most Helpful Customer Reviews

16 of 18 people found the following review helpful By Roland E. Zwick on September 21, 2009
Format: DVD
The main problem with the documentary "Czech Dream" is that isn't really saying what it thinks it's saying.

In an audacious - I hesitate to use the word "inspired" - act of street theater, Vit Klusak and Filip Remunda, two student filmmakers from the Czech Republic, pulled off a major corporate hoax to serve as the basis for their movie: they deliberately fabricated a phony "hypermarket" (the Eastern European equivalent of Costco or Wal Mart Super Store), built an entire ad campaign around it - replete with billboards, radio and TV spots, an official logo, a catchy theme song and photos of fake merchandise - and then waited around to see just how many "dopes" would show up to their creation on opening day. They even built a makeshift façade to convince people that the store itself actually existed.

One might well ask, "Why do such a thing?" Well, that's a very good question, but the answer the filmmakers provide isn't all that satisfying a one. Essentially, we're told that the purpose of the stunt was to show how easily people can be manipulated into believing something - even something that's not true - simply through the power of advertising. And the movie makers run for moral cover by claiming that the "real" (i.e. higher) purpose for the charade is to convince the Czech people not to fall for all the advertisements encouraging them to join the European Union. Fair enough - especially when one considers that the actual advertisers who agree to go along with the stunt declaim against the unethical nature of lying to customers, all the while justifying their collaboration in the deception by claiming it to be a form of "research" into what does and does not work in advertising.
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7 of 9 people found the following review helpful By George R. Collison on December 15, 2007
Format: DVD
On a lark I picked this disk off a wall at a video store. It is fantastic. We have Eastern European friends and relatives who complain often about the effects of capitalism on their youth. It has had a profound effect. Two Czech film makers make up a "hypermarket" the "Czech Dream" and sell it to the public with the aid of a first class advertising agency. The campaign comes complete with a snazzy logo, a melodramatic song with a children's chorus. Czech Dream has ads with unusual catchy slogans. The glitzy mall culture so familiar to Americans is alive and doing quite well on the eastern side of the former Iron Curtain. Czech Dream promises the ultimate in consumerism. 4,000 Czechs buy it and show up at 10:00 am on May 21st to an empty field with a storefront that is only a 2,000 ft banner. They walk over a mile to come to that store front. The duped almost customers are a remarkably patient and philosophical lot. The crew interviews many of them. There are shots of TV interviews with government ministers later. A student asks the minister, "Why isn't the campaign to join the EU on television the same as that campaign for the "Czech Dream" that didn't exist?" The minister skillfully evades the question as he was trained to do.

Done in America, this non-existent 'dream' stunt would have ended much more poorly for the film crew. The Czechs got a bit miffed and philosophized a bit. In American I envision riots even gunfire and most certainly prosecution by rabid district attorneys intent on punishing those who dared to show Americans how gullible, greedy, and stupid they really are. Home Land Security would certainly join most vigorously in the prosecution. Al Qaeda or some other terrorist must certainly be behind anything that makes Americans look so stunningly dumb.
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5 of 6 people found the following review helpful By Thomas E. Davis TOP 500 REVIEWERVINE VOICE on June 26, 2011
Format: DVD
I enjoyed this thought-provoking 2004 documentary. It's fascinating not only to watch the construction of an enormous, elaborate, expensive hoax in Prague, but also to observe consumerism run amok, particularly in a relatively new capitalist economy. We're forced to ask ourselves how this stunt informs American society, and to admit the trenchant point it makes about the expansion of the European Union (which the Czechs were soon to approve) as well as the larger issues of runaway globalization. The film encourages both reflection and discussion.

The filmmakers, students at a film school, used a government grant and labor donated by an advertising firm to arrange what they called "an experiment." They produced a spectacular, full-scale marketing campaign, a media blitz that saturated the airwaves with radio and television ads and blanketed the city with flyers and billboards and newsprint. The subject of the campaign was the opening of "Czech Dream," a fictional "hypermarket," which is the European equivalent of an American "big box" store. Commercials were cast and filmed, songs were written and recorded, and photo shoots and focus groups were held. Highly technical research was conducted that tracked the eye movements of consumers as they perused faux advertisements which told them "Don't come" and "Don't buy" but promised unbelievably low prices and "opening day surprises for everyone.
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