Czech Dream
Guy Lochhead, 11/09/10
2003 Czech film documenting the hoax opening of a fake hypermarket. The film was made by two Czech Film Academy students, Vít Klusák and Filip Remunda, as their final project. They commissioned a leading advertising agency to organise a huge campaign dissuading people from visiting the opening of a new Prague supermarket called Czech Dream. 3000 people turn up and react in various ways to the hoax. The film shows the effects of rampant consumerism, globalism and capitalism on a post-communist society, as well as exposing advertising agencies. It is particularly relevant to the Czech Republic and other Eastern European companies that only recently had joined the EU, but its concern can be applied to capitalist societies all over the world. I like this film. I think it’s funny, but if it hadn’t been made by students, I would like it less. Students are simultaneously inside and outside of normal society, which creates an interesting viewpoint that is often boring and wanky, but can be harnessed into something very exciting (see also the Tech Model Railroad Club, May ’68 riots etc.). I’ll include the DVD and probably call something ‘[whatever fictional country the programmes are set in] Dream’.

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