Czech Dream (Non-fiction Features)
2004 - Czech Republic - 85 min.
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DIRECTOR: Czech Dream
CAST: The Duped Citizens of the Czech Republic
With enough hype and modern tv advertising, add the psychology of shop ‘’til you drop, you get the world of mammoth supermarkets. These Czechs call “hypermarkets”.is where the conservative social habits of the Czech citizen now have taken on the radical gloss of global consumerism, leading to a loss of cultural identity. Enter filmmakers Vit Klusak and Filip Remunda, two young film school grads,and their cheeky, scandalous venture into a Czech reality show they call the “Czech Dream”. The show plays on the simple premise that shopping now has ousted many other private family activities. Bargain hunters, who once stood in long lines during the Communist era, will flock across the country to save a few Czech crowns. Announce a “ grand opening” with intense media promotion, recruit real cutting-edge ad agents, hold focus groups and set a ribbon-cutting ceremony for the non-existent mega-market, called “The Çzech Dream”. Come opening day,bolstered with a blitzkrieg campaign of ad spots, subway signs, newspaper ads, 200,000 fliers, on May 31, 2003, thousands of citizens fell for the prank, screaming “I want to fulfill my dream” as they surged toward shoppers paradise. Close to 5,000 came, estimated the filmmakers. Interest abroad even included BBC radio. A public opinion poll showed that l8% of consumers still think the hypermarket Czech Dream still exists. The two film students Filip Remunda (b. 1973) and Vít Klusák (b. 1980) are both born in Prague. They have previously worked together on the documentary A.B.C.D.T.O.P.O.L. (2002).
SCREENWRITER: Vít Klusák, Filip Remunda
CINEMATOGRAPHER: Vit Klusak
EDITOR: Zdenek Marek
MUSIC: Hynek Schneider, Varhan O,.Bauer
PRINT SOURCE: Taskovski Films Ltd.