Roland E. Zwick The main problem with the documentary "Czech Dream" is that isn't really saying what it thinks it's saying.In an audacious - I hesitate to use the word "inspired" - act of street theater, Vit Klusak and Filip Remunda, two student filmmakers from the Czech Republic, pulled off a major corporate hoax to serve as the basis for their movie: they deliberately fabricated a phony "hypermarket" (the Eastern European equivalent of Costco or Wal Mart Super Store), built an entire ad campaign around it - replete with billboards, radio and TV spots, an official logo, a catchy theme song and photos of fake merchandise - and then waited around to see just how many "dopes" would show up to their creation on opening day. They even built a makeshift façade to convince people that the store itself actually existed.One might well ask, "Why do such a thing?" Well, that's a very good question, but the answer the filmmakers provide isn't all that satisfying a one. Essentially, we're told that the purpose of the stunt was to show how easily people can be manipulated into believing something - even something that's not true - simply through the power of advertising. And the movie makers run for moral cover by claiming that the "real" (i.e. higher) purpose for the charade is to convince the Czech people not to fall for all the advertisements encouraging them to join the European Union. Fair enough - especially when one considers that the actual advertisers who agree to go along with the stunt declaim against the unethical nature of lying to customers, all the while justifying their collaboration in the deception by claiming it to be a form of "research" into what does and does not work in advertising. In a way, by allowing themselves to be caught on camera making these comments, these ad men and women are as much dupes of the filmmakers as the poor unsuspecting people who are the primary target of the ruse.But, in many ways, the satirical arrow not only does not hit its intended target, it ironically zeroes right back around on the very filmmakers who launched it. For it is THEY THEMSELVES and NOT the good-hearted and naturally trusting people who ultimately come off as the unethical and classless ones here, as they proceed to make fools out of perfectly decent people, some of them old and handicapped and forced to travel long distances on foot to get to the spot. And what is all this supposed to prove anyway? That people are "greedy" because they go to the opening of a new supermarket looking for bargains? Or that they're stupid and gullible because they don't suspect that there might not be an actual market even though one has been advertised? Such vigilance would require a level of cynicism that would make it virtually impossible to function in the real world.No, I'm afraid this smart-alecky, nasty little "stunt" only proves what complete and utter jerks the filmmakers are for making some really nice people feel like idiots. And, indeed many of them, when they finally discover the trick that's been played on them, react with a graciousness and good humor I'm not sure I would be able to muster were I to find myself in their position.I'm not saying that the movie isn't gripping - something akin to witnessing a massive traffic accident in action - but, when the dust has finally settled and all the disappointed customers return red-faced and empty-handed to their homes, we can safely declare that they are not the ones who should be feeling ashamed.

dr_araman I saw this at ICAF film festival last week and it was something amazingly interesting for a novice attempt by two students of a film institute. The way the ad campaign is prepared is an eye opener for all. It shows how any thing can be sold if dressed up well enough. The reaction of the Czech people is not much different from what I would expect from people in India - the only difference is ... we Indians can relate to it much better , being subjected to such fooling time and again by our corrupt politicians who take people for a ride every election and drop them dead until the next election to be revived again to face the same ordeal....and it is amazing that people don't learn anything at all. They die and get reborn to this stupid game any number of times, as if it is reward enough, by itself! I liked the way the two students owned up at the end and faced the people explaining why they did what they did... and it makes sense that the media is powerful enough to make things happen and by the same token it can also help open up the people's awareness to a level where they can put an end to state sponsored manipulation and duping. Overall it is a nice documentary to watch and learn from. Excellent direction, editing and photography and simple but brilliant plot. I came out much satisfied after seeing it -a film worthwatching.

Seamus2829 If you're as much of a fan of a well conceived prank as much as I am, well, get yourself up,out & to any cinema that is showing Czech Dream. Czech Dream (or Cesky Sen,as it's called),is a well planned out prank by two Czech student film makers that gage reaction in their fellow citizens regarding consumer culture. After the Velvet Revolution of 1989,which led to the formation of the Czech Republic, and Slovakia, people basically wanted the same things that their neighbours in the West wanted:basic creature comforts (and didn't have to stand in endless lines for). Filip Remunda & Vit Klusak have crafted a tongue in cheek black comedy about attacking the vulnerability in people by creating a hypermarket that doesn't exist. It's just a well put together prank (with the film being the making of the prank). The reaction of the Czech masses when they show up to go on a buying frenzy, only to find out that their beloved Cesky Sen is all a prank. Some folk (such as I) will walk away with a perverse smile,like we were just witness to a well put together joke, others will probably walk out, feeling the same anger that some of the shoppers felt. This is a film I would recommend to anyone who is familiar with pranksters such as 'The Yes Men'(who also have a equally sly film documentary on some of their antics,which I also recommend). Czech Dream is a film that one will have to do a bit of searching out to find, but is well worth it.

bas-37 A lot of czechs actually became angry at the makers of this movie, they felt betrayed, but it also shows very well how new western style economies can be vulnerable and that appearances rule our lives.See for yourself how consumers allow themselves to be fooled by 'the big companies' I am not necessarily an anti-globalist or anything, some of the big companies have actually made goods more accessible for everyone, but a large number of us should be more aware of the effect the media have on us.Other than that the movie is just fun to watch and quite funny at many points.nice one guys! at'zije konzumentBas zNizozemi