Czech Dream

They arrived 2,000 strong on the grassy outskirts of Prague ready to fulfill their consumer dreams at the brand-new titular Wal-Mart-ish "hypermarket." Just one problem: "Czech Dream" doesn't exist: it's an elaborate ruse, carried out by a pair of film-school pranksters for their final project. Vit Klusak and Filip Remunda demonstrate the power of advertising and the packaging of lies in this clever documentary. Since viewers are in on the joke, we can sympathize with the Prague consumers who took the bait and got a big load of nothing for their trouble—some laughed, while others vented their anger at the pair of wily film students who duped them with a state-funded practical joke. Using phony ad flyers, subway posters, TV spots, and an annoying jingle played ad infinitum, Klusak and Remunda covered all the bases in a campaign that was a marvel of focus-group tomfoolery. If there's any problem with Czech Dream, it's that it begs for a third act resolution. Yes, we understand the filmmakers' warning to look behind the labels, logos, and slogans (commercial and especially political) before you buy, but as one of those Prague residents might've said, “is that all?” Recommended, overall. (J. Shannon)