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Czech Dream

A film about the hypermarket that didn't exist... 

Year: 2004 
Running Time:
Aspect Ratio: Unknown 
Certificate: BBFC 12A Cert – Under 12s admitted only with an adult 
Subtitles: It is expected that this film is fully subtitled. 
Directed by Unknown 
Starring: Unknown  
An image from Czech Dream

A funny and provocative look at the world of contemporary media manipulation illustrated by a hoax from two film students on an unsuspecting public in the Czech Capital, Prague. Impressed by the escalation in the growth of hypermarkets in the last five years the students set out to explore the psychological and manipulative powers of consumerism by organising an advertising and promotional programme for a non- existent supermarket chain. They hire a leading Ad agency, create an advertising jingle and go through the full marketing process including a website, flyers, billboards and television and radio spots. Culminating in a grand opening the final confrontation is with a deluded public who stampede towards the fake hypermarket, only to find it really a hoarding held up by scaffolding. The hoaxers lose their nerve at the last minute and attempt to escape, but their public, enraged by the failed dreams they have been sold, find them and finally the de-humanising power of consumerism is revealed to its full.

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Screenings of this film:

2005/2006 Autumn Term (35mm)