Prague, Czech Republic, 31 May, 2003 – its a few minutes before 10 a.m. and there are more than 3000 people jostling on a remote parking place. Many of them are clutching plastic bags in their hands; some of them are armed with trolley bags. Assistants are handing out plastic cups and the moderator on the illuminated stage urges the people to have a drink from the near-by water tankers. The “hyper-anthem” of Czech Dream rings out once again from the speakers: “Try to see as a child, many things will seem wild…” Suddenly the managers of the hypermarket rush out on the stage, greet their customers and briskly cut the glittering ribbon. The escort remove the metal barriers and the crowd starts moving. They still have 300 metres to reach the hypermarket. People start running… A moment later, the fastest of them are struck dumb: the hypermarket that they have reached is nothing but a huge film decoration… Documentary hyper-comedy Czech Dream is a feature film about a hypermarket that has never existed.
Czech Dream documents the largest consumer hoax the Czech Republic has ever seen. Filip Remunda and Vit Klusak, two of Eastern Europe’s most promising young documentary filmmakers, set out to explore the psychological and manipulative powers of consumerism by creating an ad campaign for something that didn’t exist.