Film about hypermarket that did not exist...
Directed by Vit Klusak and Filip Remunda
"An original, cheeky treatise on capitalism, with more than a whiff of exploitation, "Czech Dream" follows two film students who used a state grant to promote the opening of an entirely fictitious big-box mega-market in a Prague field. The resulting scandal, alternately hilarious and discomfiting, illuminates the waking nightmare of consumerism in a country still adjusting to the strengths and pitfalls of the concept."
Eddie Cockrell, Variety
"It may well be the funniest European film of the year"
"...this year's Karlovy Vary offered solid fare with few revelations, perhaps closest was Czech Dream…"
Dan Fainaru, Screen International
"This year 's best Czech film was the unclassifiable documentary Czech Dream"
Peter Hames, Sight & Sound
"The best doc - Czech Dream, a stunt film that would make Michael Moore and Morgan Spurlock proud."
Wendy Mitchell / indieWIRE.
"Czech Dream (the film and the concept) is an ingenious affair"
In the Press Club programme of radio Frekvence 1 the former president Václav Havel said about CZECH DREAM: "In my opinion, the film is really very good. If some people reproach it for being based on a lie or for deceiving people, then I have to say that such could apply to all films by Miloš Forman and that that's the way things are. If we want to get to the core of a certain problem, we have to be tough in the interest of a good thing."
June 14, 2007
The Comedy of Capitalism
By STEPHEN HOLDEN
The New York Times
CZECH DREAM, a documentary-comedy, had an impact on the real lives of many Czech people. On the last day of May 2003, thousands of people gathered on a field in a Prague quarter called Letnany because an advertising campaign for a hypermarket promised them unbelievably low prices. However, the crowd merely found itself standing in front of a linen faćade, not a real hypermarket. This "friendly hoax" was a part of the project of two film students, Vit Klusak and Filip Remunda. These two filmmakers had ordered a leading advertising company to coordinate a promotional campaign for a nonexistent product: a hypermarket. Their goal was to document how a credible advertising campaign can be effective even if its product is not based on reality. This funny and alarming movie takes a close look at advertising professionals, film directors, psychologists, analysts, Czech celebrities, hypermarket directors, and consumers in the context of the tempting world of consumption that most of us are captured by everyday.