Czech Dream

The advance publicity is encouraging – Czech Dream is an anti-consumerist film about the dominance of supermarkets. But the reality is different.

Vlusak and Remunda are Prague Film Academy students working on their graduation project. They plan a hoax – launching a supermarket that doesn’t exist with a big publicity campaign. And they film it. They get suits and haircuts, pose as company executives, engage an ad agency. Their budget is big enough for ads on tv and radio, and in newspapers and magazines. And on the opening day thousands turn up, to a field with a ‘Czech Dream’ hoarding on a scaffolding frame.

And what does it amount to? Nothing that we – and the ‘typical Czech person’ they target – didn’t already know, except that Vlusak and Remunda are deceitful and smug. They fooled thousands of impoverished but sceptical people looking for cheap food and a few ‘specials’, such as a washing machine and a digital camera, that they couldn’t otherwise afford. These are not bad things in themselves. But this is a bad, cockeyed film.

mag cover This article is from the July 2005 issue of New Internationalist.
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