In 2002, an Incoma Research reported, "hypermarkets were the preferred shopping place for 37 percent of Czech households, a seven percent increase in 2002." Inspired by this report, two students from the Czech Film Academy, commissioned by a leading advertising agency, organized a huge campaign for the opening of a new hypermarket named Czech Dream. The supermarket however does not exist and is not meant to. The campaign, which includes radio and television ads, posters, flyers with photos of fake Czech Dream products, a promotional song, an internet site, and ads in newspapers and magazine, seeks out to observe how effective marketing/advertising works in the eyes of the Czech people as well as speaks to the significance of the "hypermarket" and rampant consumption occurring across the country. How have the Czechs followed western models of shopping behavior and to what extent has it intensified since the Velvet Revolution in 1989? was the Western modes of shopping. Will people believe in it and show up for the grand opening? (synopsis info via imdb.com)
Check out the trailer on the right!
WATCH THE FULL MOVIE BELOW
Be sure to turn on closed captioning for subtitles!