Czech Dream documents the largest consumer hoax the Czech Republic has ever seen: the filmmakers set out to explore the psychological and manipulative powers of consumerism by creating an ad campaign for something that didn’t exist.
This film is not currently playing on MUBI but 30 other great films are. See what’s now showing
Interesting exercise, although it really proves that advertising/marketing is not the evil element on the equation... it's the dick-heads behind the campaign. (For further elaboration see Reitman's "Thank You For Smoking")
The political implications are interesting in context, but the premise is not well thought. It's no news that advertising works and there is no strong reason for people to doubt the existence of a product in a believable ad. So why would anyone be surprised that people actually went? Is showing 2000 people in the opening day of an hypermarket which offers really cheap prices a critique on consumerism? Im not so sure.
Una cinta que nos deja ver cual es el verdadero poder de la publicidad y cómo una campaña bien dirigida puede mover a las masas a tomar acciones. En este caso vemos a unos chicos que inventan un supermercado o mall llamado Sueño Checo, pero el fondo va más allá y nos invita a pensar que tanto hay de verdad en la propaganda gubernamental, los objetivos que tiene y los peligros que ello conlleva.
Vivimos en ciudades globalizadas a costa del consumo. Interesante ejercicio para entender cómo se construyen las grandes marcas; y sí, la gente puede pagar fortunas por el valor simbólico de un eslogan o logotipo.
It manages to confront you with modern machines that produce kinds of truths: what are you willing to accept/recognize as true?
As other reviewer pointed out, they proved a believable ad gathers people, yes; but not too far away is the notion of modern domains of inquiry (academia, education, economics, politics, etc.) that produce their own kinds of 'truths'. At least these students allowed you to see the mask.