On DVD: Czech Dreams

Directed by Vit Klusak and Filip Remunda

“Advertising is the rattling of a stick inside a swill bucket”

George Orwell (1903-1950)

The power of advertising is explored in a compelling film from Vit Klusak and Filip Remunda from Czechoslovakia entitled Czech Dreams. The film was recently released on DVD by Arts Alliance America/Hart Sharp Home Video.

Two Czech filmmakers decided for a film project in 2003 to do a hip and wide reaching ad campaign for the opening of a new hypermarket. What is a hypermarket, you ask? Well, in Prague it seems that they most closely resemble a Super Wal-Mart or Super Target, a discount store that also includes a grocery.

The Cesky Sen, which translated means “Czech Dream”, is going to be the “best” hypermarket ever to hit the residents of Prague. Not only is the filmmaking duo going to place print ads in every available newspaper or magazine, they are also going to have constant radio ads and flashy television ads.

What is unusual about Cesky Sen that will set it apart from other hypermarkets? Cesky Sen will not exist, it is an illusion by the filmmakers in an experiment. What will people see on the big grand opening day? A fake storefront, held up by scaffolding, which opens to nothing more than a wide open and empty field.

After securing an ad firm, Prague is soon bombarded with the overwhelming Cesky Sen ad campaign. Residents can’t wait to purchase discounted pickles, televisions, steaks and digital cameras.

It is interesting to watch the employees of the ad firm selected profess their endless dedication to honesty and seem to take pleasure in constantly reminding the filmmakers that they are lying, not them.

One of the advertising executives even compares his advertising work to that of the artwork on the Sistine Chapel. He explains that the artwork there was commissioned and nothing more than an ad campaign to convince people that “god is good”.

So, the opening day arrives and before long, over 2,000 residents are waiting at the gate to cross into the threshold of the Cesky Sen, the hypermarket of their dreams. What will be their reaction?

This to me is the most compelling and entertaining segment in the film. The reactions vary, from anger, to humor and one resident noting dryly “I’m just happy to be out of the house”.

Probably the best reaction is that of one Prague resident who states “There might have been over 2,000 duped at the Cesky Sen opening, put our politicians and government makes fools out of 10 million every day”.

Many compare the ad campaign of the Cesky Sen to that of a recent campaign to convince residents to vote to make Czechoslovakia part of the European Union, which is seems brings out a lot of raw emotions and strong feelings in those interviewed.

Czech Dreams is a spirited film that makes for an interesting viewing experience. While it is most definitely not a traditional film and it seems the directors were influenced by prank/experiment films or opinion/editorial films like those of Morgan Spurlock or Michael Moore, the film will get you thinking and that is a step in the right direction.

7/10

The Video

This is a low budget documentary so it's really not fair to expect stellar video. What we do get is good though, colors are solid and black levels are good too. There is grain and detail levels are a bit unbalanced too. It's not bad though, as good as many reality shows out there.

7/10

The Audio

Like the video the audio here is a basic presentation but it gets the job done with mostly clear dialogue which is what a documentary is all about.

7/10

Packaging and Bonus Features

We were sent a pre-retail version of this film so we can't speak about extras or packaging.

N/A

Overall (Not an Average) 7/10

The Movie 7/10

The Video 7/10

The Audio 7/10

The Packaging and Bonus Features N/A