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Czech Dream

4.0 out of 5 stars 15 customer reviews

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(Dec 04, 2007)
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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?

Special Features

None.

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.)
  • Number of discs: 1
  • Rated:
    NR
    Not Rated
  • Studio: Virgil Films
  • DVD Release Date: December 4, 2007
  • Run Time: 88 minutes
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (15 customer reviews)
  • ASIN: B000LW7LWW
  • Amazon Best Sellers Rank: #90,259 in Movies & TV (See Top 100 in Movies & TV)

Customer Reviews

Top Customer Reviews

By Thomas E. Davis TOP 1000 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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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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Format: DVD Verified Purchase
I agree with R.Zwick , who in a review above calls this so called documentary mean spirited.It serves no other purpose than to make fun at other people's expense.It reminds me of my youth when we, the "bright" ones would send my mentally handicapped cousin on a wild goose chase to the other end of town where , we promised him, the sweets store was handing out the goodies for free.How clever we thought we were when the poor boy believed us, and how funny it was to see him come back sad and dejected .This film achieves no more than that.
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Format: DVD
Czech Dream is a documentary style film produced by two film students in the Czech Republic as their final project before graduating film school. The two young men, Filip Remunda and Vít Klusák, decide to do an experiment: they want to see what will happen when they create the false impression amongst Czech citizens that a major new shopping mall called Czech Dream will open. Will people come and take advantage of bargain prices that are almost ridiculously low? Will they be angry when they discover this was all a hoax? How will the filmmakers get the message out that this non-existent shopping mall (or, hypermarket) is going to open?

When the action starts, we see the film students give a brief introduction and then the film gets right down to business. The film students hire an ad agency that comes up with slick, appealing and manipulative ads for this soon to be opening shopping market with very low prices. Indeed, this hypermarket will be so special that it will be called "Czech Dream" and the film students get a children's chorus and a professional chanteuse to record a moving, passionate song about the mall, equating spending money and getting bargains at shopping malls with people fulfilling their life dreams. In fact, however, all that actually ever gets built is a flimsy storefront banner at the end of a large meadow field--with just some scaffolding behind it to keep the banner in place.

As I'm sure you can imagine, many people show up the morning that the supermarket is supposed to open--almost 2,000 would-be customers are there and the film students even go so far as to pose as managers during a ribbon cutting ceremony. It is only then that the people are able to walk across the meadow to discover that they've been tricked.
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