Prague gets punk’d in Czech Dream,
a delicious “provocumentary” about
an outrageous culture-jamming hoax
perpetuated on Czech consumers by
two young filmmaking pranksters.
Vít Klusák and Filip Remunda,
documentary students at the state film school, used a government grant and support from Czech TV
to create an entirely fictitious mass marketing campaign hyping the arrival of a brand-new big-box
mega-store — what the Czechs call “hypermarkets.” Image consultants were hired and a cutting-edge ad agency was engaged to launch an ultra-slick media blitz promoting the imminent opening of
this new shoppers’ paradise, named (ironically) Czech Dream. Klusák and Remunda replaced their
slacker student duds with Hugo Boss suits to become the presentable public faces of the new venture,
while some sly po-mo sloganeering dared shoppers not to come: “Don’t go there,” “Don’t spend,”
“Don’t push.” On the appointed grand-opening day, hundreds of bargain-crazy Czechs raced through
a Prague pasture only to discover that they’d been bamboozled: Czech Dream was only a dream,
nothing but a façade in an empty field — a subversive emblem, perhaps, of the empty promises of
consumerism and globalization, and the slick propaganda that can too-easily sell us a bill of goods.
Naturally, some people were pissed ... Colour, 35mm in Czech with English subtitles. 87 mins.

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