Czech Dream
- Varhan Orchestrovich Bauer: itself
- Jaromír Kalina: itself
- Vít Klusák: itself
- Martin Prikryl: itself
- Filip Remunda: itself
- Eva Williams: self-
Czech Dream ( Original title: Český sen) is the closing film of the former Czech Film Academy students Vít Klusák and Filip Remunda. It documents the history surrounding the opening of a fictional shopping center of the same name.
Content
Together with the advertising agency MarcBBDO realized the two filmmakers a comprehensive advertising concept consisting of radio, television, newspaper and billboard advertising. Slogans such as "Do not " and " Do not waste money " circulated as a specially known ì commercial song ( sung by Linda Finková ) and three television commercials for several weeks in the media. A week before " opening " of the hypermarket was advertised with the almost unrealistic price, was one whose address is known. Around 3,000 people came ultimately to the supposed opening ceremony, which against the backdrop of the shopping center, in the middle of a meadow at the Exhibition Grounds in Prague- Letnany took place about 500 meters. Meanwhile, the potential customers were asked about the reasons for their arrival.
After the barrier was opened, the crowd sat in the direction of setting in motion. Also present were TV cameras, which was after the disillusionment, as can be seen that is out of a steel frame to find anything behind the painted with a rainbow tarp that exhilarated to be disappointed and angry comments led astray visitors recordings. Subsequently, the two filmmakers still the questions of the outraged visitors discussed.
Until the evening hours, another customer came almost at ten- second intervals to the site. Just three months later, held 18 % of Czechs " Český sen " for a really existent supermarket.
Also appearing in the film are some reactions from newspapers and television on this strange project. For excitement also made sure that it was funded by public funds from the Ministry of Culture.
Quote
"It's like in the publicity: the clothes before and after washing, the pH in the mouth before and after chewing gum. We have the correct model before and after the revolution. "
Motives and reactions
The aim of the project was to uncover how much influence advertising exerts on people. At the same time as the film, in 2004, launched in the Czech Republic and the 200 million crowns expensive advertising campaign for EU accession with the title: " Ano per Evropskou UNII " - Yes to the European Union. The dupe just by promoting the " Czech Dream" audience responded accordingly sensitized to this campaign, which was well within the meaning of the two filmmakers. Finally, the film should also show that people are getting on obviously " empty promises " as long as there is only enough advertising for it. In a televised debate with Czech Prime Minister Vladimír Špidla was approximately argues that the enormous sums that have been spent on advertising for EU accession vote, as well flow into the educational and cultural beings could. After the defeat of his party in the elections to the European Parliament and intra-party conflicts and also due to the over-priced EU campaign, he resigned on 26 June 2004.
Awards
The film received a total of five awards at the film festivals of Krakow, Jihlava, Ljubljana and Aarhus.
Others
In summer 2007, the strip in U.S. cinemas had under the title HYPER MARKET = BIG- BOX MEGA GATES premiere.