Watching the Czech Dream

Czech Dream. At the very least it sounds like really bad porn, but for people living in Prague, in 2003, it was the name of a new, and super-duper-mega incredible hypermart that was coming their way. The only catch is that it never came. Two fellows by the name of Vít Klusák and Filip Remunda created this whole charade as a film project to show how capitalism has the former Communist countries of Eastern Europe firmly in its grasp.
This film was released quite some time ago, but it has only recently been released on video in the US by Morgan Spurlock from Super Size Me and soon to be released, Where in the World is Osama Bin Laden?. Yet, despite the time lapse of five years, the move is still poignant and probably even more so today as we in the Western World buy ourselves in to madness.
The parts that document the marketing process won’t be the groundbreaking to those of us in the US who are the least bit familiar with the process, but it’s always interesting to see how cocky people in advertising and marketing are. At one point the firm that is helping the filmmakers promote their fake store boasts, “We make people want products that don’t even exist.” Obviously, we don’t need anymore of these people plying their trade these days, but it keeps working, so they keep marketing and they’re scary bastards to watch as they play out what are essentially God Complexes.
It’s a good movie though and overall it’s sad to see how people all walk to the altar of the Almighty Cheap Price no matter what. For those looking to laugh at people doing exactly what Americans do who don’t happen to be American, check it out. I think that people looking to see a commentary on the current direction and decline of the 21st century citizen might get a bit more out of it though.
Watching the Czech Dream