by Aishah Abu Bakar, Programming Manager,
Moving Images, The Substation
In 2004, two student filmmakers from the
Czech Film Academy decided to study their nation’s human behaviour. In an
attempt to find out how easily a person can be persuaded through advertising
gimmicks, they create a campaign for a hypermarket called Czech Dream.
With the
help of professionals, the campaign reaches out to the entire country. The day
comes when Czech Dream opens its doors to the public, seduced by the minimalist
designs, tongue-in-cheek slogans, and an anthemic jingle. Is this just another
ideology that is too good to be true?
Czech
Dream is a commentary on the consumerist
culture that has a firm hold in these times. A documentary that not only mocks
the advertising world, but also the nature of the consumer itself, it is
fearless in its intentions, yet honest in its portrayal of human absurdity. In
some ways, it may teeter on the fine line between responsible filmmaking and
pushing the boundaries in order to obtain a reaction. With such a strong
concept, Czech Dream gives you anticipation
and trepidation, leading to a climax/anti-climax of sorts, just the thing you want
from a film.
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