The Czech Dream

The Czech Dream

The Czech Dream

  The states of the former Soviet bloc, led by the Czech Republic are on the rise: At least as far as the consumer, they have long since overtaken the West, and often also lapped. One reason for the boom are the huge shopping malls, hyper markets, which any normal supermarket in the shade and offer all products that the average person needs at least once a year – almost everything. Freedom, it seems to consume is, above all the freedom to come to the doctor, a trend that applies not only to the young democracies of the former Soviet bloc, but there are the distortions and the contrasts of the ubiquitous consumerism sharper and harder.

Vit Klusak and Filip Remunda have observed this development in their country for a long time and decided to respond in their own way and with the resources available to them – which in the film. They staged a huge promotional campaign for the opening of a new market called Cesky Sen “(in German: Czech Dream) – a hypermarket that does not exist and never will be. With the help of a prestigious advertising agency, they launched an extensive campaign, switched TV and radio commercials stocked, 400 illuminated billboards, 200,000 printed flyer with alleged Cesky Sen branded products, created an advertising jingle, a site and placed ads in newspapers and magazines. The messages that they represented “Do not go!” Give no money! “Were funny and aroused the curiosity – if you wanted to see it that way.

But when opening day on the green meadow which urged the Czech dream of Super-Cheap should be buying real bargains, 4,000 people, there was only a 10m x 100m wide facade, a Potemkin village, a huge illusion. The Czech dream burst like a soap bubble. From the dream.

The Czech Dream / Cesky Sen is a clever, daring and thought-provoking parable about the omnipotence of consumerism, our gullibility and the manipulative power of advertising and marketing to attract the needs, so long as the price is right . Whatever the causes with the people who raised the dreams, hopes and wishes are and whether they can be met. A film that makes the affected and also provokes a laugh. But its real effect, he achieved only if one is willing to see that exactly the same thing could happen in this country. For The Czech Dream / Cesky Sen is not alone for a post-communist phenomenon, but a general trend in the Western world: “More and more cheaply, more and more, all at once!” It is time that we wake up from this dream. For true happiness – we might interpret the message of this film too – is on the meadow.

Title: Czech Dream Original Title: Cesky Sen Country of production: Czech Republic Year of production: 2004 Length: 87 (Min) of material: Real Fiction Film Distribution

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