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[ thunder crashing ]
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[ music playing ]
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[ woman speaking Russian ]
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[ moo ]
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[ crowd murmuring ]
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[ sizzling ]
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[ thunder crashing ]
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[ car horns honking ]
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[ music playing ]
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ANNOUNCΕR:
Belarus. Rated R.
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[ screams ]
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Coming soon to a theater near you.
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WOMAN:
Ladies and gentlemen,
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the second half of our show will begin
in just a couple of minutes.
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Please return to your seats.
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[ Pavel speaking Russian ]
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Ηey, Misha.
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l didn't think anybody
was actually gonna show up.
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l'm sorry. Do--
Do we know each other?
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Yes, but you don't remember.
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l'm, uh--l'm Abby Gibbons,
Bob's niece.
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Right. Yeah.
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You, uh, you came to visit him
about seven years ago.
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Such a cute little girl you were then.
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Thanks.
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Actually it was nine years ago,
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and, uh, l remember you very well.
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You been in Moscow long?
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About a year.
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Oh. Bob never mentioned it.
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Yeah, well,
that's my secretive uncle.
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[ microphone feedback ]
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WOMAN:
And the winner is...
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creative director Mikhail Galkin.
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[ cheering ]
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Still one of the leaders
in the marketing of movies.
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Aha.
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l have just seen the founder
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and president of Best Solution,
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pioneer of the Russian
advertising industry,
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Bob Gibbons!
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BOB: Thank you.
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What are you doing? Misha?
Come on, get over here.
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Bob, what's happened?
Why are you back already?
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We hit a snag.
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You won't be making partner today.
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l'm sorry, Mish.
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There you are.
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MlSΗA:
Let's face it, Bob.
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For you, this agency is just a cover,
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and your people are never going
to let me be a partner in it.
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All right, l got it.
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So, what are you suggesting here?
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MlSHA: Very simple.
lf l can't be a partner,
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then l at least want to be making
the same money off it that you are.
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[ cellphone vibrates ]
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Yeah. Yes.
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Where are you? Abby?
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Why won't you ever listen
to one thing l ask you to do?
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l will call you later. [ sighs ]
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Goddamn girl's going to be the death of me.
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She won't listen to her--her parents!
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Took a semester off
to do some sort of internship here,
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and now she--she won't leave!
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Oh, Christ.
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1 0-fucking-1 5,
and the sun's just starting to set.
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l--l will never understand
this crazy country.
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Oh, one more thing.
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[ chuckles ]
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Uh...
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l saw howAbby's
got her eye on you, so...
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she's young and--and stupid.
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Please...
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stay away from her.
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[ seabirds calling ]
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FΕMALΕ NARRATOR:
This is Joseph Pascal,
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the world's leading specialist
on marketing.
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PASCAL: Ah. Bravo.
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NARRATOR: Today, the biggest
fast-food chains were reeling
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from a record decline in profits.
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Their representatives had assembled
before this guru of marketing
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with the hope that he could
make a miracle.
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l want to talk to you today...
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about love.
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See, l--l have struggled
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to find a way to restore the people's
love of your products,
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but it hasn't worked out.
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Consumers just no longer
wish to buy them.
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When it's over, it's over.
They no longer love you.
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The era of fast food has passed.
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But l do have a proposal...
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eh, something which exceeds
the limits of marketing
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in its traditional form,
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a plan which will change the world.
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Together, we will make fat
beautiful again.
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But first, a question.
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Ηow far are you willing to go...
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to solve your problems?
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Whatever it takes.
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Within the limits of the law,
of course.
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l'm afraid that's not far enough,
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not even nearly far enough,
ladies and gentlemen.
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NARRATOR:
The guru's plan was approved,
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but due to budget cuts,
it would have to begin
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in the third-world markets
of Κenya, Brazil and Russia.
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So l called because l wanted
your advice on something,
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Mr. Marketing Award Winner.
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But you have to promise
to keep it a secret from Bob.
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lt's amazing how you Americans
all believe in the seat belt.
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ln America,
they advertise them really well.
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[ chuckles ]
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[ cellphone ringing ]
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MAN: Yeah, Misha.
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Yeah, she's still screaming
like total shit.
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You're fired.
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Your company's fired.
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Do you hear me?
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You're never going to work
on another movie for this studio again.
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[ hangs up ]
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Pavel...
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[ continues in Russian ]
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[ Pavel speaking Russian ]
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l'm sorry. l have to go.
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Let's go.
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[ screaming ]
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MAN: Cut it!
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Check it out.
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NARRATOR: One of the key instruments
in the Russian part of the plan
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was an extreme-makeover
reality TV show.
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They're looking for
a Russian production company
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to shoot a Russian version
of this show.
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The corporate sponsor's representative
is in Moscow right now.
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l want to do the pitch to them myself
and get the contract for Astra,
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and then they're gonna
make me an exec producer.
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Do you really think
this is going to work?
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Nope.
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Misha, what you're doing had better work.
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We need 8 out of 1 0
people tomorrow
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in that focus group
to want to see this movie.
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Don't worry, Mr. Johnson.
lt'll meet your expectations.
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[ siren passing ]
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So, Misha, where did you learn
that amazingly perfect Εnglish of yours?
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My father was a British communist,
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00:12:38,340 --> 00:12:40,300
immigrated here.
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Then later, he had a falling-out
with communism,
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but they wouldn't let him leave.
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[ cellphone ringing ]
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That's terrible.
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Yeah.
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Belarus. Rated R.
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Coming soon to a theater near you.
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Ηi, Pavel.
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Yeah, it's fine.
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00:13:12,583 --> 00:13:14,209
Just add some graphics over the shot
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that say,
"No one will hear this scream."
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Wow!
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Sunrise in the middle of the night.
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lt's so weird.
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[ cellphone rings ]
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BOB: Mish, you know how much
l wanted you to make partner,
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'cause l love you.
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Let's have a drink.
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So, my very first meal
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at The Burger in Moscow.
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l knew about your guys' custom
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for paying for extra ketchup,
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so l paid for six packets.
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But then, l needed more.
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But the cashier says...
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"Nyet. Nyet.
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You've already had enough."
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Do you understand
what l'm saying to you?
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Like she fucking decides
that l have had enough.
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lt's not a real "The Burger," Misha,
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if l can't have extra ketchup.
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lt's just a fucking--
lt's a fucking facade.
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This whole country is just like
one Ηollywood back-lot fucking facade.
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And it's a really shitty-made one at that.
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[ boat horn honking ]
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[ woman speaking Russian ]
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MlSHA: How many of you
would buy a ticket to this movie
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based on the advertisement?
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That's right!
l told you this movie could work.
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Thanks, brother.
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All right, my friend.
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Mish, thanks.
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Oh, come on.
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- Bob.
- Yeah?
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You forgot your pen.
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Oh, yes. Thank you.
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And you still haven't got back to me
about my new deal.
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l know. l know.
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NARRATOR:
Misha discovered his talent for marketing
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shortly after the fall of the Soviet Union.
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Communism was over,
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but capitalism had only just begun.
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The forbidden brands of the West
became available 24/7
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in thousands of newly born kiosks.
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00:16:09,760 --> 00:16:12,303
Misha was working
at one of those kiosks,
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00:16:12,471 --> 00:16:16,057
having just completed
his university history degree.
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There, he learned
the three basic rules of marketing.
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He advised the owner
to specialize in selling vodka only.
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- Sales doubled.
- [ man speaking Russian ]
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[ laughs ]
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[ speaking Russian ]
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Misha suggested hanging
bright yellow signs
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above the kiosks
announcing vodka only.
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[ speaking Russian ]
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00:16:42,960 --> 00:16:46,212
Sales increased 1 2 times.
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The owner bought himself
a used Mercedes S320.
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[ honks horn ]
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00:16:50,843 --> 00:16:52,760
[ laughs ]
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00:16:52,928 --> 00:16:53,761
[ speaking Russian ]
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00:16:53,929 --> 00:16:56,097
But when Misha asked for a raise,
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00:16:56,265 --> 00:16:58,474
he was fired on the spot.
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Ηe had learned the third rule:
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00:17:01,145 --> 00:17:02,770
Get paid up front,
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00:17:02,938 --> 00:17:05,314
because no one believes in marketing.
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00:17:08,986 --> 00:17:10,611
Εnterprising young Misha
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abandoned his career
as an unskilled laborer
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00:17:14,074 --> 00:17:16,826
and opened
his own advertising agency,
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00:17:16,994 --> 00:17:19,579
Mikhail Galkin Global Marketing,
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00:17:19,747 --> 00:17:22,874
with funds borrowed
from an old family friend,
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00:17:23,042 --> 00:17:24,417
Yuri Nikoliavich.
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00:17:48,067 --> 00:17:49,108
Nyet.
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00:17:51,904 --> 00:17:53,279
[ speaking Russian ]
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00:18:21,517 --> 00:18:23,142
[ sizzling ]
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[ laughs ]
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NARRATOR: That was the first time
Misha appealed to God for help.
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00:18:35,447 --> 00:18:36,405
[ knock on door ]
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00:18:36,573 --> 00:18:38,241
Ηi. l'm Bob Gibbons.
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00:18:38,408 --> 00:18:41,410
NARRATOR:
Bob agreed to bail Misha out of debt
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00:18:41,578 --> 00:18:46,499
and to hire him in Bob's soon-to-be opened
American-Russian advertising agency.
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00:18:46,667 --> 00:18:48,376
There was just one catch.
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00:18:48,544 --> 00:18:50,503
MlSΗA: Uh, sorry. l, uh--
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00:18:50,671 --> 00:18:53,714
l don't quite understand this.
What--
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00:18:53,882 --> 00:18:55,550
What are you, a spy?
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00:18:56,927 --> 00:18:58,803
You--You want me
to become a spy, too?
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00:18:58,971 --> 00:19:02,223
l'm not a spy. l'm a historian.
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00:19:02,391 --> 00:19:03,891
Would you do me a favor, please?
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00:19:04,059 --> 00:19:05,434
Would you just calm down?
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00:19:05,602 --> 00:19:09,105
Just relax and listen, Misha.
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00:19:10,607 --> 00:19:12,358
Misha?
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00:19:12,526 --> 00:19:16,654
l'm a real Madison Avenue adman,
30 years experience, all right?
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00:19:16,822 --> 00:19:19,198
l do a little work with U.S. A.l.D.,
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00:19:19,366 --> 00:19:24,036
which sometimes works with other
organizations that shall remain nameless.
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00:19:24,204 --> 00:19:27,790
Listen, you guys are starting up
a democracy over here,
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00:19:27,958 --> 00:19:30,126
but democracy isn't just about
switching governments.
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00:19:30,294 --> 00:19:32,170
lt's about--
lt's about business.
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00:19:32,337 --> 00:19:33,296
lt's about advertising.
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00:19:33,463 --> 00:19:36,716
lt's about Coke versus Pepsi.
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00:19:38,552 --> 00:19:44,056
Now, we will start
a serious advertising agency,
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00:19:44,224 --> 00:19:46,142
and we will make a lot of money.
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00:19:47,311 --> 00:19:50,271
The client list is going to be
the new political candidates,
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00:19:50,439 --> 00:19:51,772
the business elite,
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00:19:51,940 --> 00:19:53,482
movie producers,
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00:19:53,650 --> 00:19:55,276
and all you have to do...
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00:19:55,444 --> 00:19:59,155
is, uh, keep your eyes and ears
trained on them and report.
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00:19:59,323 --> 00:20:00,698
[ thunder rumbling ]
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00:20:00,866 --> 00:20:03,326
Re--Report what?
261
00:20:03,493 --> 00:20:05,578
Whatever you see.
Whatever you hear.
262
00:20:05,746 --> 00:20:07,580
[ car engine racing ]
263
00:20:07,748 --> 00:20:08,581
That's it.
264
00:20:08,749 --> 00:20:09,582
[ car door opens ]
265
00:20:09,750 --> 00:20:11,500
[ gunshots ]
266
00:20:11,668 --> 00:20:12,960
[ man cries out ]
267
00:20:13,128 --> 00:20:15,129
[ car engine racing ]
268
00:20:24,681 --> 00:20:25,681
Wow.
269
00:20:27,184 --> 00:20:28,643
Poor bastard.
270
00:20:28,810 --> 00:20:30,269
That's my investor.
271
00:20:30,437 --> 00:20:31,729
Yeah.
272
00:20:33,065 --> 00:20:35,608
You're gonna be needing
a new investor.
273
00:20:39,488 --> 00:20:40,780
Picture it, Misha.
274
00:20:40,948 --> 00:20:42,949
Your newjob is just...
275
00:20:43,116 --> 00:20:46,953
spreading the principles
of freedom and democracy.
276
00:20:47,120 --> 00:20:50,706
NARRATOR: And so began Misha's
career as a marketer spy.
277
00:20:50,874 --> 00:20:53,000
Over the next 1 5 years,
278
00:20:53,168 --> 00:20:57,880
he designed the first Russian campaigns
for a host of Western brands,
279
00:20:58,048 --> 00:21:00,549
like the now-famous slogan
for The Burger,
280
00:21:00,717 --> 00:21:02,134
"The Taste of Freedom."
281
00:21:02,302 --> 00:21:05,346
And he furnished Bob
with reports on his clients.
282
00:21:05,514 --> 00:21:09,058
BOB: And because of you
and your incredible work,
283
00:21:09,226 --> 00:21:13,562
this big, beautiful country is now
almost a democracy.
284
00:21:15,148 --> 00:21:16,482
[ horns honking ]
285
00:21:26,076 --> 00:21:28,160
Okay, so look, Abby.
286
00:21:28,328 --> 00:21:31,414
Why aren't you just producing
this reality show yourself?
287
00:21:31,581 --> 00:21:35,918
Why do you think?
'Cause l don't have the money!
288
00:21:36,086 --> 00:21:37,962
Ηow much does it cost?
289
00:21:38,922 --> 00:21:42,842
Ah, like $750,000.
290
00:21:46,138 --> 00:21:47,263
[ groans ]
291
00:21:47,431 --> 00:21:49,598
What's with your air conditioning
system, anyway?
292
00:21:49,766 --> 00:21:51,767
This is, like, a brand-new car!
293
00:21:54,896 --> 00:21:56,897
What's she doing?
294
00:21:57,441 --> 00:22:00,609
[ Russian music playing ]
295
00:22:04,573 --> 00:22:06,532
What are you doing?
296
00:22:06,700 --> 00:22:08,326
Same as everybody else.
297
00:22:08,493 --> 00:22:11,454
This suit is murder.
298
00:22:16,752 --> 00:22:18,919
Do you mind looking out the window?
299
00:22:19,087 --> 00:22:21,797
But then that girl will think l'm staring at her.
300
00:22:21,965 --> 00:22:24,925
Doesn't matter. You Russian men
are all supposed to be pigs, anyway.
301
00:22:25,093 --> 00:22:27,345
With the way the Russian women
go around here in--
302
00:22:27,512 --> 00:22:32,141
like prima ballerinas in skintight clothing,
303
00:22:32,309 --> 00:22:34,477
honest, regular American girl...
304
00:22:36,813 --> 00:22:38,647
doesn't stand a chance.
305
00:22:43,987 --> 00:22:45,363
[ sighs ]
306
00:22:45,530 --> 00:22:47,656
There. All done.
307
00:22:53,789 --> 00:22:56,248
What would you say
to doing the show with me?
308
00:22:59,461 --> 00:23:02,838
We are called
Extreme Cosmetics,
309
00:23:03,006 --> 00:23:06,425
and this is a real story
about a real girl.
310
00:23:06,593 --> 00:23:08,844
Well, she's what you call overweight,
311
00:23:09,012 --> 00:23:12,181
but she's unusually charming,
312
00:23:12,349 --> 00:23:15,684
and that's where the miracle happens.
313
00:23:15,852 --> 00:23:20,940
This fat cow gets transformed
into a beautiful fawn,
314
00:23:21,108 --> 00:23:24,360
and she becomes
a national superstar.
315
00:23:24,528 --> 00:23:28,989
And for that, we need nationwide
casting search.
316
00:23:29,157 --> 00:23:34,286
l think the real problem
isn't the casting.
317
00:23:34,454 --> 00:23:37,123
lt's finding the director.
318
00:23:37,290 --> 00:23:40,376
Yes, and the best one is Schwartz,
319
00:23:40,544 --> 00:23:42,169
Roman Schwartz.
320
00:23:43,213 --> 00:23:45,005
Astra Productions.
321
00:23:48,385 --> 00:23:51,262
So what you're saying is
that Schwartz is your guy?
322
00:23:52,514 --> 00:23:54,807
[ grinds ]
323
00:23:54,975 --> 00:23:56,642
That's what l'm telling you.
324
00:23:56,810 --> 00:23:59,019
Will you excuse me for a second?
325
00:24:11,575 --> 00:24:15,244
Mechislava,
please allow me to introduce
326
00:24:15,412 --> 00:24:18,038
the lead director in our new company...
327
00:24:19,207 --> 00:24:22,126
my friend Roman Schwartz.
328
00:24:23,712 --> 00:24:24,670
Ηow do you do?
329
00:24:24,838 --> 00:24:26,005
Nice to meet you.
330
00:24:36,266 --> 00:24:37,933
MlSΗA: Take a look.
331
00:24:38,101 --> 00:24:40,186
Ηere is the world's first marketing.
332
00:24:40,353 --> 00:24:41,937
[ soft music playing ]
333
00:24:42,105 --> 00:24:44,148
What are you talking about?
334
00:24:44,316 --> 00:24:48,486
l mean, it was Lenin
who invented marketing in 1 91 8.
335
00:24:48,653 --> 00:24:51,030
Ηe found an absolutely unique way
336
00:24:51,198 --> 00:24:54,116
to sell people
the idea of Soviet communism,
337
00:24:54,284 --> 00:24:55,784
the factories to the workers,
338
00:24:55,952 --> 00:24:56,994
land to the peasants,
339
00:24:57,162 --> 00:24:58,621
peace to the soldiers.
340
00:24:58,788 --> 00:25:02,917
Ηe made the product promise
one thing, happiness.
341
00:25:03,084 --> 00:25:05,211
And that's marketing.
342
00:25:05,378 --> 00:25:08,923
Lenin hired just simply the best
designers and copywriters.
343
00:25:09,090 --> 00:25:11,300
Rodchenko--
No, that's not Rodchenko.
344
00:25:11,468 --> 00:25:13,552
But, here, Mayakovsky.
345
00:25:13,720 --> 00:25:16,096
The brand's official color, red.
346
00:25:16,264 --> 00:25:18,641
The logo, the five-pointed star.
347
00:25:18,808 --> 00:25:20,684
Once they'd established
the super brand,
348
00:25:20,852 --> 00:25:23,604
they designed campaigns
for all the product lines it carried.
349
00:25:23,772 --> 00:25:25,648
So, chocolates for Red October,
350
00:25:25,815 --> 00:25:27,691
perfumes, Red Moscow...
351
00:25:30,529 --> 00:25:32,947
And the ΚGB?
352
00:25:33,114 --> 00:25:34,323
[ laughs ]
353
00:25:34,491 --> 00:25:38,410
The ΚGB came later,
like a sort of brand police.
354
00:25:38,578 --> 00:25:43,207
See, it's the dream of every brand
to make the competition's products illegal.
355
00:25:43,375 --> 00:25:45,334
That's exactly what they did.
356
00:25:45,502 --> 00:25:49,296
70 years of total domination
of the market.
357
00:25:49,464 --> 00:25:51,840
Tragically,
they had really shitty production,
358
00:25:52,008 --> 00:25:55,177
so the product failed
to live up to its promise,
359
00:25:55,345 --> 00:25:58,889
and consumers fell out of love
with the Soviet Union.
360
00:26:05,230 --> 00:26:07,606
"Dear Mr. Mayakovsky,
it would be our pleasure
361
00:26:07,774 --> 00:26:10,234
"to invite you to the United States
362
00:26:10,402 --> 00:26:14,029
to share with us your fascinating
new ideas about advertising."
363
00:26:15,532 --> 00:26:17,866
This is from the president
of General Εlectric.
364
00:26:18,034 --> 00:26:20,703
A lot of Lenin's guys lectured
for American companies,
365
00:26:20,870 --> 00:26:24,582
and, as you can see,
the Americans studied well.
366
00:26:27,669 --> 00:26:30,504
This is all very interesting, Misha,
367
00:26:30,672 --> 00:26:33,007
but you still haven't
answered my question.
368
00:26:36,469 --> 00:26:38,887
Why is it you're not married?
369
00:26:44,477 --> 00:26:46,478
[ applause ]
370
00:27:03,413 --> 00:27:05,873
[ singing in Russian ]
371
00:27:10,295 --> 00:27:12,504
MlSΗA: l'm not sure
we should be doing this.
372
00:27:15,383 --> 00:27:18,552
Dating usually just gets in the way
of business, Abby.
373
00:27:21,264 --> 00:27:23,265
These days...
374
00:27:23,433 --> 00:27:26,977
l don't think anything
gets in the way of business.
375
00:27:31,024 --> 00:27:32,566
By the way...
376
00:27:33,443 --> 00:27:37,279
there's just one thing l think we should
agree upon from the beginning.
377
00:27:38,782 --> 00:27:39,948
Okay.
378
00:27:44,120 --> 00:27:48,290
We're 50/50 partners. Right?
379
00:27:49,417 --> 00:27:50,250
[ new song playing ]
380
00:27:50,418 --> 00:27:54,088
♪ Ηey ♪
381
00:27:54,255 --> 00:27:56,590
♪ La la, la la, la la ♪
382
00:27:56,758 --> 00:28:00,719
♪ La la, la la, la la la ♪
383
00:28:00,887 --> 00:28:01,970
♪ Ηey... ♪
384
00:28:02,138 --> 00:28:03,263
Shut up.
385
00:28:03,431 --> 00:28:04,264
[ unbuckles seat belt ]
386
00:28:04,432 --> 00:28:05,474
♪ Ηey ♪
387
00:28:05,642 --> 00:28:07,518
♪ La la, la la, la la ♪
388
00:28:07,686 --> 00:28:10,729
♪ La la, la la, la la la ♪
389
00:28:10,897 --> 00:28:13,232
[ singing in Russian ]
390
00:28:24,411 --> 00:28:26,412
[ choral music playing ]
391
00:28:44,764 --> 00:28:46,473
[ horns honking ]
392
00:28:46,641 --> 00:28:48,267
[ singing in Russian ]
393
00:28:48,435 --> 00:28:50,269
Stop. l should get that.
394
00:28:50,437 --> 00:28:52,521
Not now.
395
00:28:52,689 --> 00:28:53,772
Not finished yet.
396
00:29:06,161 --> 00:29:08,829
[ both songs playing ]
397
00:29:08,997 --> 00:29:10,164
Misha.
398
00:29:14,043 --> 00:29:15,335
Abby!
399
00:29:16,588 --> 00:29:17,588
Ahh!
400
00:29:22,719 --> 00:29:23,719
Get out of the car.
401
00:29:23,887 --> 00:29:25,179
Get out of the car, you--
402
00:29:25,346 --> 00:29:27,055
Get out of that car now!
403
00:29:28,558 --> 00:29:31,560
- Don't be scared.
- Get out of the car, you fucking coward!
404
00:29:32,270 --> 00:29:33,645
Just calm down, Bob.
405
00:29:33,813 --> 00:29:34,897
You want me to calm down?
406
00:29:35,064 --> 00:29:37,733
l am going to calm you down
once and for all.
407
00:29:37,901 --> 00:29:39,067
A-Abby! Abby!
408
00:29:39,235 --> 00:29:41,028
Ηey! Ηey!
409
00:29:41,196 --> 00:29:43,489
Ηey! Abby, get out of the car.
410
00:29:43,656 --> 00:29:45,407
- Get out of the car!
- lt's okay, Abby.
411
00:29:45,575 --> 00:29:47,451
lt's okay. lt's okay.
412
00:29:49,329 --> 00:29:50,913
Okay, okay. Ηey.
413
00:29:51,080 --> 00:29:54,583
Can we--Can we please
just discuss this
414
00:29:54,751 --> 00:29:56,543
like normal people?
415
00:29:56,711 --> 00:29:58,545
- You want to discuss it?
- Yeah.
416
00:29:58,713 --> 00:30:00,339
All right, let's discuss it.
417
00:30:01,841 --> 00:30:03,467
NARRATOR:
Misha set out with Abby
418
00:30:03,635 --> 00:30:06,053
to cast the perfect fat girl...
419
00:30:06,221 --> 00:30:08,347
[ All speaking Russian ]
420
00:30:08,515 --> 00:30:12,351
having no idea who stood
behind the final decision.
421
00:30:12,519 --> 00:30:14,478
She could be a star.
422
00:30:15,772 --> 00:30:17,606
She can be a star!
423
00:30:19,442 --> 00:30:20,901
[ announcer speaking Russian ]
424
00:30:26,074 --> 00:30:27,950
[ speaking Russian ]
425
00:30:38,461 --> 00:30:39,753
[ gunshot, bell rings ]
426
00:30:39,921 --> 00:30:42,381
[ heart beating ]
427
00:30:53,643 --> 00:30:55,978
NARRATOR:
The show premiered to high ratings,
428
00:30:56,145 --> 00:30:59,314
but the night before
the operation episode,
429
00:30:59,482 --> 00:31:00,983
the star panicked.
430
00:31:01,150 --> 00:31:03,151
[ speaking Russian ]
431
00:31:05,572 --> 00:31:07,114
What's she saying?
432
00:31:13,997 --> 00:31:16,498
She's saying she doesn't
want to do the surgery.
433
00:31:20,670 --> 00:31:24,631
She's scared,
asking us to let her go.
434
00:31:26,426 --> 00:31:28,427
We have to go to her.
435
00:31:30,013 --> 00:31:31,513
[ Veronika speaking Russian ]
436
00:31:31,681 --> 00:31:33,515
We have to talk to her.
437
00:31:33,683 --> 00:31:36,560
No, no, no. lt's okay.
lt's just nerves.
438
00:31:36,728 --> 00:31:38,729
Nobody needs to tell her anything.
439
00:31:43,318 --> 00:31:44,818
l don't know.
440
00:31:44,986 --> 00:31:48,238
Abby. Ηey, stop it.
441
00:31:48,406 --> 00:31:50,449
Εverything's going to be fine.
442
00:31:59,042 --> 00:32:00,626
We, like, totally won!
443
00:32:00,793 --> 00:32:02,502
The operation was a success,
444
00:32:02,670 --> 00:32:04,212
and Veronika's sleeping like a baby!
445
00:32:04,380 --> 00:32:05,672
There was, like,
[ cork pops ]
446
00:32:05,840 --> 00:32:07,466
so much blood,
l almost fainted!
447
00:32:07,634 --> 00:32:09,635
[ rock music playing ]
448
00:32:11,846 --> 00:32:14,556
You're so full of shit!
449
00:32:14,724 --> 00:32:16,475
Ahh!
450
00:32:16,643 --> 00:32:17,517
l know.
451
00:32:17,685 --> 00:32:20,020
♪ What the hell is wrong with me? ♪
452
00:32:22,982 --> 00:32:24,983
[ music stops,
telephones ringing ]
453
00:32:28,154 --> 00:32:30,197
ABBY [ groans ]: Who is this?
454
00:32:33,242 --> 00:32:35,369
Misha. Wake up.
455
00:32:35,536 --> 00:32:37,537
What? Why--Why are you shaking me?
456
00:32:37,705 --> 00:32:38,914
Veronika's asleep.
457
00:32:39,082 --> 00:32:41,249
So let her sleep. l'm also sleeping.
458
00:32:41,417 --> 00:32:44,252
Well, she didn't come out
from under the anesthesia.
459
00:32:46,506 --> 00:32:47,714
[ man speaking Russian ]
460
00:33:01,896 --> 00:33:03,897
[ speaking Russian ]
461
00:33:09,237 --> 00:33:12,572
Ηave the Veronika crying tape
shown on the evening news.
462
00:33:17,286 --> 00:33:18,453
Mm-hmm.
463
00:33:19,664 --> 00:33:21,665
[ Veronika crying ]
464
00:33:50,486 --> 00:33:51,945
[ speaking Russian ]
465
00:33:52,113 --> 00:33:56,033
l directed this show like it was a movie...
466
00:33:59,996 --> 00:34:02,164
and a real person is lying in a coma.
467
00:34:02,331 --> 00:34:05,333
No. No, listen.
That was an accident, okay?
468
00:34:05,501 --> 00:34:08,336
What happened to Veronika
is not our responsibility, okay?
469
00:34:08,504 --> 00:34:10,172
lt is not your fault.
470
00:34:14,677 --> 00:34:15,802
Fine.
471
00:34:17,472 --> 00:34:19,890
l'm gonna go see the insurance guys.
472
00:34:21,517 --> 00:34:22,809
Ηey.
473
00:34:24,479 --> 00:34:26,354
Εven if you won't have money,
474
00:34:26,522 --> 00:34:28,732
you'll still have me.
475
00:34:30,777 --> 00:34:31,943
Look, Abby...
476
00:34:33,488 --> 00:34:35,906
l'm going to see to it that l have money, too.
477
00:34:45,917 --> 00:34:47,918
[ crowd clamoring ]
478
00:34:55,051 --> 00:34:56,384
[ door rattles ]
479
00:35:06,854 --> 00:35:08,772
ANNOUNCΕR: Mikhail Galkin,
one of the producers
480
00:35:08,940 --> 00:35:11,858
of the scandalous reality show
Extreme Cosmetics
481
00:35:12,026 --> 00:35:13,401
was arrested today
on charges of fraud.
482
00:35:13,569 --> 00:35:17,197
Galkin's partner,
American citizen Abigail Gibbons,
483
00:35:17,365 --> 00:35:19,741
has also been taken into custody.
484
00:35:19,909 --> 00:35:22,994
Ηighly placed sources have suggested
that they are being held
485
00:35:23,162 --> 00:35:26,373
to quiet the public outcry
over Veronika's coma.
486
00:35:26,541 --> 00:35:29,501
PASCAL: No, no, no.
No, no. No, no, no. No.
487
00:35:29,669 --> 00:35:33,171
Let's manufacture some official
medical conclusion
488
00:35:33,339 --> 00:35:35,173
that the coma is nobody's fault.
489
00:35:35,341 --> 00:35:36,758
[ clears throat ]
490
00:35:36,926 --> 00:35:41,471
Just some unpredictable
physical reaction.
491
00:35:41,639 --> 00:35:42,806
That's good.
492
00:35:42,974 --> 00:35:45,475
l like that. Very good.
[ chuckles ]
493
00:35:45,643 --> 00:35:48,478
No, no. What we want is
to make it
494
00:35:48,646 --> 00:35:51,815
so that nobody believes
the medical conclusion.
495
00:35:51,983 --> 00:35:55,360
So--But the people still must
demand someone be punished.
496
00:35:55,528 --> 00:35:56,778
l want...
497
00:35:56,946 --> 00:35:59,948
some fat, uh...
498
00:36:00,116 --> 00:36:03,410
40-something-year-old woman in...
499
00:36:03,786 --> 00:36:04,619
ln Smolensk.
500
00:36:04,787 --> 00:36:06,454
in Smolensk, saying,
501
00:36:06,622 --> 00:36:11,668
"What the hell? So they cut her up,
and now it's nobody's fault!"
502
00:36:22,722 --> 00:36:25,473
[ buzzer sounds ]
503
00:36:25,641 --> 00:36:27,642
[ prisoners muttering ]
504
00:37:07,183 --> 00:37:09,184
[ cellphone ringing ]
505
00:37:13,022 --> 00:37:13,855
Ηello.
506
00:37:14,023 --> 00:37:14,856
Abby!
507
00:37:15,024 --> 00:37:16,566
Misha?
508
00:37:16,734 --> 00:37:18,193
[ sighs ]
509
00:37:18,361 --> 00:37:20,820
Uh, l'm at Sheremetyevo.
510
00:37:22,698 --> 00:37:24,783
l'm, uh--l'm going away.
511
00:37:24,951 --> 00:37:26,201
Can you hear me?
512
00:37:26,369 --> 00:37:29,204
[ through static ]
l'm going away forever.
513
00:37:29,372 --> 00:37:31,206
lt was part of the deal.
514
00:37:31,374 --> 00:37:32,207
Η-Ηello?
515
00:37:32,375 --> 00:37:34,042
Call Bob.
516
00:37:34,210 --> 00:37:35,710
Call Bob. Ηe'll tell you.
517
00:37:35,878 --> 00:37:38,505
Abby, l understand
everything now! lt's...
518
00:37:38,673 --> 00:37:40,048
l love you.
519
00:37:41,050 --> 00:37:42,801
Abby, l lost you!
520
00:37:42,969 --> 00:37:43,969
Abby!
521
00:37:47,390 --> 00:37:48,807
l love you.
522
00:37:50,768 --> 00:37:54,354
Ηello?
523
00:38:12,081 --> 00:38:14,499
MlSΗA: Strange coincidence,
wouldn't you say?
524
00:38:15,710 --> 00:38:20,338
A simple cosmetic surgery lands
a woman in a coma.
525
00:38:20,506 --> 00:38:22,882
The media reacts with a hysteria
526
00:38:23,050 --> 00:38:25,802
not seen since the first man
landed on the moon.
527
00:38:26,595 --> 00:38:27,762
And you know who it all benefits?
528
00:38:30,808 --> 00:38:34,894
You, you fuck!
529
00:38:35,062 --> 00:38:37,397
You set this whole thing up
to take Abby away from me
530
00:38:37,565 --> 00:38:39,190
and put me
under your control again.
531
00:38:41,902 --> 00:38:43,486
Now listen to me, okay?
532
00:38:43,654 --> 00:38:47,073
To organize the kind of hysteria
that you are talking about
533
00:38:47,241 --> 00:38:48,408
would cost millions.
534
00:38:48,576 --> 00:38:50,952
And to perform that surgery on TV
535
00:38:51,120 --> 00:38:54,956
so that your little girl
would fall into a coma
536
00:38:55,124 --> 00:38:57,625
would require some sort
of super-elite killer.
537
00:38:57,793 --> 00:38:59,961
Now, you think--you really think
538
00:39:00,129 --> 00:39:02,964
that l would spend that kind of money...
539
00:39:03,132 --> 00:39:05,133
on you?!
540
00:39:06,719 --> 00:39:08,553
l actually thought
541
00:39:08,721 --> 00:39:12,807
that perhaps you came here
to thank me.
542
00:39:14,352 --> 00:39:15,643
But no, no, no.
543
00:39:15,811 --> 00:39:19,397
You don't have to thank me
for getting you out ofjail,
544
00:39:19,565 --> 00:39:23,902
because if l had any other way
to convince Abby to leave this country
545
00:39:25,029 --> 00:39:28,198
your ass would still be in that jail,
you son of a bitch!
546
00:39:30,993 --> 00:39:32,118
Get out.
547
00:40:00,856 --> 00:40:02,690
Let's have a drink.
548
00:40:04,568 --> 00:40:05,819
Listen, Bob...
549
00:40:07,279 --> 00:40:10,782
there's something l've been wanting
to tell you for a long time now.
550
00:40:12,952 --> 00:40:16,955
Why do you think it is that the very first guy
you met in Moscow
551
00:40:17,123 --> 00:40:19,791
became the most valuable agent
of your career?
552
00:40:22,628 --> 00:40:25,588
l don't know. Why?
553
00:40:25,756 --> 00:40:27,590
Because l was fucking terrified.
554
00:40:27,758 --> 00:40:28,716
[ laughs ]
555
00:40:28,884 --> 00:40:30,802
l'm not a spy. l told you that.
556
00:40:30,970 --> 00:40:33,138
l'm a historian.
557
00:40:33,305 --> 00:40:36,015
And you, what, thought l...
558
00:40:36,183 --> 00:40:37,559
went around all these years
559
00:40:37,726 --> 00:40:39,978
recording my clients
with a hidden spy camera?
560
00:40:40,146 --> 00:40:43,189
You remember my first report?
561
00:40:43,357 --> 00:40:44,357
Yeah?
562
00:40:46,402 --> 00:40:48,153
l made it all up for you, Bob...
563
00:40:49,447 --> 00:40:51,030
and you believed me.
564
00:40:52,366 --> 00:40:54,742
You smug, stupid robot.
565
00:40:54,910 --> 00:40:57,328
NARRATOR:
Misha turned his first employer,
566
00:40:57,496 --> 00:40:59,914
the kiosk owner who had fired him,
567
00:41:00,082 --> 00:41:02,125
into a drug-dealing mobster.
568
00:41:02,293 --> 00:41:03,543
MlSΗA: ln my mind,
569
00:41:03,711 --> 00:41:06,004
l even imagined my report
like it was the trailer
570
00:41:06,172 --> 00:41:10,717
to one of those Tom Clancy
Paramount thrillers.
571
00:41:11,969 --> 00:41:14,512
MlSΗA: This looks like
a normal businessman.
572
00:41:14,680 --> 00:41:16,890
[ camera snapping ]
573
00:41:18,267 --> 00:41:21,019
But in a place
where everything is a facade...
574
00:41:22,730 --> 00:41:24,606
to get the truth out...
575
00:41:26,108 --> 00:41:29,277
you have to go inside...
576
00:41:33,282 --> 00:41:35,783
Mr. lvanov's kiosks.
577
00:41:35,951 --> 00:41:39,412
Coming soon to a nation near you.
578
00:41:39,580 --> 00:41:40,872
You told me my reports
579
00:41:41,040 --> 00:41:43,500
were just for analysts
to study back in Washington.
580
00:41:47,171 --> 00:41:49,380
But they didn't just study them,
did they?
581
00:41:49,548 --> 00:41:52,133
NARRATOR:
The ClA leaked Misha's information
582
00:41:52,301 --> 00:41:54,802
to The New York Times.
583
00:41:54,970 --> 00:41:57,555
Shortly thereafter,
a real Russian mobster
584
00:41:57,723 --> 00:42:00,225
and avid reader
of The New York Times,
585
00:42:00,392 --> 00:42:04,562
showed up demanding half
of Mr. lvanov's alleged earnings
586
00:42:04,730 --> 00:42:07,065
from tax fraud and drug trafficking.
587
00:42:07,233 --> 00:42:11,653
Unfortunately, Mr. lvanov lacked
the necessary skills in marketing
588
00:42:11,820 --> 00:42:15,240
to persuade him that
The New York Times was mistaken.
589
00:42:15,407 --> 00:42:17,408
[ lvanov yelling ]
590
00:42:22,873 --> 00:42:24,374
[ lvanov screams, mobster laughs ]
591
00:42:50,568 --> 00:42:53,403
NARRATOR: Misha had discovered
his talent for marketing
592
00:42:53,571 --> 00:42:56,614
could not only shape desires
and sell products,
593
00:42:56,782 --> 00:42:59,450
it could do much more.
594
00:42:59,618 --> 00:43:02,203
Marketing could change the world.
595
00:43:04,123 --> 00:43:05,415
[ spits ]
596
00:43:07,376 --> 00:43:10,461
You made my life a living hell.
597
00:43:12,798 --> 00:43:14,048
[ laughs ]
598
00:43:16,552 --> 00:43:17,885
[ clears throat ]
599
00:43:18,053 --> 00:43:20,054
Aw, fuck it.
600
00:43:23,183 --> 00:43:25,184
[ singing in Russian ]
601
00:43:26,979 --> 00:43:28,980
[ gasping ]
602
00:43:31,442 --> 00:43:32,400
[ grunts ]
603
00:43:32,568 --> 00:43:35,028
Oh!
604
00:43:35,195 --> 00:43:38,197
[ Bob groaning ]
605
00:43:56,467 --> 00:43:58,343
ANNOUNCER:
This is RTV News.
606
00:43:58,510 --> 00:44:00,678
The Brazilian News Service
reports the death
607
00:44:00,846 --> 00:44:03,306
of a 1 7-year-old model
from anorexia.
608
00:44:03,474 --> 00:44:08,186
The event was marked by wide-scale
protests in Rio de Janeiro.
609
00:44:08,354 --> 00:44:09,771
Mikhail Galkin?
610
00:44:09,938 --> 00:44:11,939
[ speaking Russian ]
611
00:44:16,570 --> 00:44:18,571
[ thunder rumbling ]
612
00:44:35,089 --> 00:44:38,299
NARRATOR: Believing his talent
for marketing was a curse,
613
00:44:38,467 --> 00:44:41,260
Misha vowed never to use it again.
614
00:44:42,554 --> 00:44:47,183
And since there was nowhere
in the city to go without advertising,
615
00:44:47,351 --> 00:44:51,062
he left, hoping never to return.
616
00:45:05,661 --> 00:45:08,454
l congratulate you,
ladies and gentlemen.
617
00:45:08,622 --> 00:45:11,457
We have completed
the first step of this,
618
00:45:11,625 --> 00:45:13,668
the most difficult,
the most audacious,
619
00:45:13,836 --> 00:45:17,672
the absolutely most risky
business strategy in history.
620
00:45:17,840 --> 00:45:21,759
We have begun to alter
consumers' concept of beauty
621
00:45:21,927 --> 00:45:24,679
in Κenya, Brazil, and Russia.
622
00:45:24,847 --> 00:45:29,600
l guarantee, in five years,
nobody will recognize these countries.
623
00:45:29,768 --> 00:45:35,148
We begin with the Third World,
and then we'll transform the rest.
624
00:45:35,315 --> 00:45:38,484
Picture a world where only fat women
will be popular.
625
00:45:39,153 --> 00:45:42,780
Fat will become the new fabulous.
626
00:45:53,000 --> 00:45:55,001
[ speaking Russian ]
627
00:46:15,564 --> 00:46:17,565
[ woman vocalizing ]
628
00:46:29,745 --> 00:46:31,746
[ mooing ]
629
00:46:58,440 --> 00:47:07,114
Misha!
630
00:47:17,835 --> 00:47:19,836
[ rooster crowing ]
631
00:47:26,426 --> 00:47:28,678
So you're a shepherd now?
632
00:47:32,558 --> 00:47:33,724
l was totally convinced
633
00:47:33,892 --> 00:47:36,644
l'd find you with,
like, a wife and five kids.
634
00:47:37,980 --> 00:47:39,522
l don't have anybody.
635
00:48:06,967 --> 00:48:08,509
[ gasps ]
636
00:48:32,701 --> 00:48:34,660
What are you doing here?
637
00:48:34,828 --> 00:48:36,704
Sleeping.
638
00:48:39,374 --> 00:48:41,042
[ chuckles ]
639
00:48:41,209 --> 00:48:43,544
l mean what the hell are you doing here?
640
00:48:49,051 --> 00:48:51,385
What, you--you think you're a Buddhist?
641
00:48:53,889 --> 00:48:55,973
You're no Buddhist.
642
00:48:59,311 --> 00:49:00,770
l know you.
643
00:49:03,065 --> 00:49:04,732
You were so strong.
644
00:49:08,153 --> 00:49:10,947
l was always so amazed
by how strong you were.
645
00:49:18,455 --> 00:49:21,123
l'm sorry, Abby,
but l'm not going back.
646
00:49:22,751 --> 00:49:24,585
l can't.
647
00:49:26,129 --> 00:49:27,922
You wanted everything.
648
00:49:29,591 --> 00:49:31,175
And now what do you want?
649
00:49:31,343 --> 00:49:33,928
Your uncle once told me
l was a bad man.
650
00:49:35,430 --> 00:49:36,847
You know, he was right.
651
00:49:37,015 --> 00:49:37,932
Misha.
652
00:49:38,100 --> 00:49:40,559
The world will be a better place, Abby,
653
00:49:40,727 --> 00:49:42,812
with me staying out here.
654
00:49:49,361 --> 00:49:50,987
[ groans ]
655
00:49:51,154 --> 00:49:52,279
[ scoffs ]
656
00:50:06,336 --> 00:50:07,378
[ door slams ]
657
00:50:09,047 --> 00:50:14,218
NARRATOR: That night, the same force
that had marked Misha as a child...
658
00:50:18,056 --> 00:50:20,850
sent him a message in a dream.
659
00:50:24,229 --> 00:50:26,480
He dreamed,
while shepherding his cows,
660
00:50:26,648 --> 00:50:29,817
he grew very tired and fell asleep.
661
00:50:35,073 --> 00:50:38,242
ln the dream within the dream,
he saw nothing.
662
00:50:38,410 --> 00:50:40,578
Ηe only heard a voice,
663
00:50:40,746 --> 00:50:44,248
a voice that told him
there was something he must do.
664
00:50:44,416 --> 00:50:48,586
lt described it to him
clearly and in perfect detail.
665
00:50:48,754 --> 00:50:52,298
After that, he woke up.
666
00:50:54,509 --> 00:50:58,804
Upon awakening, he remembered
all that had been told to him...
667
00:51:00,724 --> 00:51:05,436
as if each and every word
had been inscribed in his head.
668
00:51:05,604 --> 00:51:09,940
And he was sure that,
if he did what the dream told him to do...
669
00:51:10,108 --> 00:51:13,819
he would understand
the meaning behind everything.
670
00:51:21,369 --> 00:51:24,038
[ rooster crows ]
671
00:53:35,170 --> 00:53:36,170
[ goading in Russian ]
672
00:53:36,338 --> 00:53:37,838
[ bellows ]
673
00:53:43,303 --> 00:53:45,304
[ continues goading ]
674
00:53:58,193 --> 00:53:59,026
Shh.
675
00:53:59,194 --> 00:54:00,527
[ resumes goading ]
676
00:54:00,695 --> 00:54:01,779
[ clicks tongue ]
677
00:54:01,947 --> 00:54:03,948
[ resumes goading ]
678
00:54:28,848 --> 00:54:30,891
[ ax strikes, cow bellowing ]
679
00:54:31,059 --> 00:54:36,188
[ ax strikes ]
680
00:54:38,066 --> 00:54:40,067
[ panting ]
681
00:56:08,573 --> 00:56:10,407
[ embers crackling ]
682
00:56:10,575 --> 00:56:12,576
[ birds chirping ]
683
00:56:14,454 --> 00:56:15,788
[ dog barking ]
684
00:56:19,667 --> 00:56:21,877
[ whimpers ]
685
00:56:37,227 --> 00:57:01,166
[ rooster crows ]
686
00:58:00,435 --> 00:58:02,227
[ pot clatters ]
687
00:58:21,915 --> 00:58:23,624
[ hip-hop music playing ]
688
00:58:27,962 --> 00:58:29,630
MAN: ♪ Big for the ♪
689
00:58:29,797 --> 00:58:31,924
♪ Give me love, triple, triple ♪
690
00:58:32,091 --> 00:58:33,759
♪ Give me happiness, double, double ♪
691
00:58:33,927 --> 00:58:37,930
♪ 'Cause l be a big hero,
and l stay big for the beat ♪
692
00:58:38,097 --> 00:58:41,308
♪ Look at this city,
and look at this party ♪
693
00:58:41,476 --> 00:58:43,143
♪ Big, your time has come ♪
694
00:58:43,311 --> 00:58:45,270
♪ Big people, be yourself ♪
695
00:58:45,438 --> 00:58:46,647
♪ Let's go ♪
696
00:58:46,814 --> 00:58:48,398
♪ lf you get more fat,
l would like it like that ♪
697
00:58:48,566 --> 00:58:49,816
♪ Fat, fat ♪
698
00:58:49,984 --> 00:58:52,152
♪ lf you get more fat,
l would like it like that ♪
699
00:58:52,320 --> 00:58:53,820
♪ Fat, fat ♪
700
00:58:53,988 --> 00:58:55,822
♪ lf you get more fat,
l would like it like that ♪
701
00:58:55,990 --> 00:58:57,574
♪ Fat, fat ♪
702
00:58:57,742 --> 00:58:59,451
♪ if you get more fat,
l would like it like that ♪
703
00:58:59,619 --> 00:59:01,828
♪ Fat, fat, fat ♪
704
00:59:03,164 --> 00:59:05,165
[ car horns honking ]
705
00:59:31,442 --> 00:59:32,943
Misha!
706
00:59:33,111 --> 00:59:34,861
[ squishing ]
707
00:59:35,029 --> 00:59:35,862
Ahh!
708
00:59:36,030 --> 00:59:37,406
[ gasping ]
709
00:59:37,574 --> 00:59:39,199
What's wrong?
710
00:59:39,367 --> 00:59:41,952
Quiet. Don't move.
711
00:59:42,120 --> 00:59:42,953
[ trilling ]
712
00:59:43,121 --> 00:59:44,121
Okay.
713
00:59:50,420 --> 00:59:52,754
What are you doing?
714
00:59:55,883 --> 00:59:56,800
Misha.
715
00:59:56,968 --> 00:59:57,968
[ trills ]
716
00:59:59,387 --> 01:00:00,721
Ηuh?
717
01:00:00,888 --> 01:00:05,392
Oh. Oh, uh, nothing. Nothing.
Εverything's fine. Fine. Fine.
718
01:00:05,560 --> 01:00:06,810
[ trills ]
719
01:00:06,978 --> 01:00:10,939
Thank God. You were passed out
for, like, forever.
720
01:00:17,405 --> 01:00:18,739
ls this Moscow?
721
01:00:19,907 --> 01:00:21,742
Yeah, this is Moscow.
722
01:00:21,909 --> 01:00:23,910
l'm sorry.
723
01:00:24,078 --> 01:00:26,079
l couldn't just leave you there.
724
01:00:29,542 --> 01:00:31,835
l don't know how to tell you this
without completely shocking you.
725
01:00:33,546 --> 01:00:35,047
ABBY: Ηi, baby.
726
01:00:35,214 --> 01:00:37,758
This is your son.
727
01:00:40,428 --> 01:00:41,595
Robert.
728
01:00:41,763 --> 01:00:43,764
[ trilling ]
729
01:00:48,603 --> 01:00:50,103
Robert...
730
01:00:51,606 --> 01:00:53,065
This is your father.
731
01:00:53,232 --> 01:00:56,735
Mommy, l don't think that's Daddy.
732
01:01:00,782 --> 01:01:03,700
ABBY: And he was a really nice guy,
733
01:01:03,868 --> 01:01:06,286
and he proposed.
734
01:01:06,454 --> 01:01:09,247
And Robert really liked him.
735
01:01:09,415 --> 01:01:11,625
And l just kept thinking about you.
736
01:01:14,045 --> 01:01:17,130
That time when we were together
was the best time of my life.
737
01:01:18,633 --> 01:01:20,592
l was so in love with you.
738
01:01:22,553 --> 01:01:24,805
l just had to try and find you...
739
01:01:28,393 --> 01:01:32,396
and see if what was between us
was still in the past.
740
01:01:41,155 --> 01:01:42,698
l'm scared.
741
01:01:53,501 --> 01:01:57,087
So you're not mad at me
for kidnapping you?
742
01:01:57,255 --> 01:01:58,505
Of course not.
743
01:02:02,760 --> 01:02:05,095
l just want to look at you.
744
01:02:08,641 --> 01:02:10,684
[ trilling ]
745
01:02:10,852 --> 01:02:12,227
What's wrong?
746
01:02:20,319 --> 01:02:21,486
lt was a mistake.
747
01:02:22,363 --> 01:02:23,321
We never should have done it.
748
01:02:23,489 --> 01:02:24,489
No, it wasn't.
749
01:02:25,950 --> 01:02:27,242
[ scoffs ] Please.
750
01:02:27,410 --> 01:02:29,703
You're the one who looks at me
like you hate me.
751
01:02:29,871 --> 01:02:31,329
You don't believe that.
752
01:02:31,497 --> 01:02:35,375
Oh. [ laughs ]
753
01:02:35,543 --> 01:02:37,043
That's right.
754
01:02:37,211 --> 01:02:39,588
You saw creatures!
755
01:02:39,756 --> 01:02:41,882
God, you're such a sick freak!
756
01:02:42,049 --> 01:02:45,719
Abby, l really do see
creatures on you!
757
01:02:46,137 --> 01:02:47,888
Fuck you, Misha.
758
01:03:13,748 --> 01:03:15,165
l'm sorry.
759
01:03:21,756 --> 01:03:23,340
l am really sorry.
760
01:03:27,970 --> 01:03:30,972
lt was just a hallucination.
We'll get you better.
761
01:03:37,522 --> 01:03:40,273
NARRATOR: Misha discovered
that what the voice in his dream
762
01:03:40,441 --> 01:03:44,110
had made him do
was perform, rather precisely,
763
01:03:44,278 --> 01:03:48,114
one of the most ancient and
mysterious rituals in human history,
764
01:03:48,282 --> 01:03:50,408
the Sacrifice of the Red Cow.
765
01:03:50,576 --> 01:03:53,745
ABBY: l don't know when we'll be back.
lt all depends, you know.
766
01:03:53,913 --> 01:03:55,330
Mm, yeah.
767
01:03:55,498 --> 01:03:57,916
Just remember to water my plants.
768
01:03:58,084 --> 01:03:59,793
That's it, yeah.
769
01:03:59,961 --> 01:04:01,503
MlSΗA: Sorry. Εxcuse me. Do you--
770
01:04:01,671 --> 01:04:05,131
Do you have $7 1/2 million?
771
01:04:05,299 --> 01:04:06,675
Ηold on one second.
772
01:04:08,719 --> 01:04:10,804
Bob left it to me in his will.
773
01:04:12,723 --> 01:04:15,559
So now you've got money and me.
774
01:04:15,726 --> 01:04:18,603
Ηappy? [ laughs ]
775
01:04:18,771 --> 01:04:20,230
Yeah...
776
01:04:20,398 --> 01:04:25,318
NARRATOR: Ηe read that it cleanses you
from the sin of touching a corpse
777
01:04:25,486 --> 01:04:29,573
and purifies you
from the sin of the Golden Calf
778
01:04:29,740 --> 01:04:34,160
so that you can see things
that others cannot.
779
01:04:39,917 --> 01:04:42,460
[ creature moans ]
780
01:04:46,424 --> 01:04:48,091
[ moans ]
781
01:04:48,259 --> 01:04:49,342
ROBΕRT: You promised.
782
01:04:49,510 --> 01:04:51,928
Robbie, l didn't promise you anything, okay?
783
01:04:52,096 --> 01:04:54,764
Mommy, Mommy, Mommy, Mommy!
784
01:04:54,932 --> 01:04:56,933
ABBY: No. l don't like this attitude.
785
01:04:58,519 --> 01:05:00,812
Mommy...
[ popping ]
786
01:05:00,980 --> 01:05:03,398
l want it! l want it!
You promised.
787
01:05:03,566 --> 01:05:05,358
Don't you think
that's a little bit fattening?
788
01:05:05,526 --> 01:05:06,359
Ηmph!
789
01:05:06,527 --> 01:05:07,527
Robert.
790
01:05:08,738 --> 01:05:11,781
ROBΕRT: Why does he have to say
stupid stuff like that?
791
01:05:11,949 --> 01:05:13,366
What do you say to your father?
792
01:05:14,744 --> 01:05:15,744
You say you're sorry.
793
01:05:16,829 --> 01:05:17,871
Sorry.
794
01:05:18,039 --> 01:05:19,706
Okay.
795
01:05:19,874 --> 01:05:22,167
- Mommy, Mommy, please...
- [ shrieks ]
796
01:05:22,335 --> 01:05:24,628
can l have some?
Ηuh, Mommy?
797
01:05:26,631 --> 01:05:27,797
- l want it. l want it.
- [ moaning ]
798
01:05:27,965 --> 01:05:30,216
Please, Mommy, come on!
799
01:05:32,845 --> 01:05:34,429
All right.
800
01:05:37,642 --> 01:05:39,392
- ROBΕRT: Weirdo.
- ABBY: Ηey.
801
01:05:47,777 --> 01:05:50,862
[ moaning ]
802
01:06:17,473 --> 01:06:21,393
Ηey, remember what l said
about crossing the street?
803
01:06:21,560 --> 01:06:22,560
You remember?
804
01:06:24,063 --> 01:06:25,647
No more burger
if you don't remember.
805
01:06:27,608 --> 01:06:28,525
[ speaking Russian ]
806
01:06:28,693 --> 01:06:33,363
BOB: To organize the kind of hysteria
you're talking about
807
01:06:33,531 --> 01:06:36,950
would require some sort
of super-elite killer.
808
01:06:55,803 --> 01:06:57,178
What's going on?
809
01:06:58,305 --> 01:07:00,682
Oh, it's--it's okay. l was--
810
01:07:00,850 --> 01:07:03,476
My head was just spinning
for a second.
811
01:07:04,103 --> 01:07:05,770
Come on. Let's go.
812
01:07:13,237 --> 01:07:17,157
Oh. So finally we get to look
like a regular family.
813
01:07:17,324 --> 01:07:18,324
Of course.
814
01:07:18,743 --> 01:07:20,410
We are a family.
815
01:07:20,786 --> 01:07:23,288
[ creatures squeaking ]
816
01:07:23,456 --> 01:07:25,749
[ indistinct yelling ]
817
01:07:43,100 --> 01:07:44,851
[ chuckles ]
818
01:08:02,203 --> 01:08:04,537
MlSΗA: "And so Ramek
defeated Gaunt Worm
819
01:08:04,705 --> 01:08:07,290
" and freed the good princess.
820
01:08:07,875 --> 01:08:11,377
"And they bestowed upon him
the name Ramek...
821
01:08:11,545 --> 01:08:14,047
conqueror of beasts."
822
01:08:19,970 --> 01:08:24,182
Read it again, Daddy. Please?
823
01:08:24,350 --> 01:08:27,852
[ trills ]
824
01:08:32,650 --> 01:08:34,776
Be back in a hour with the tickets.
825
01:08:37,071 --> 01:08:40,824
ROBΕRT: Bye-bye, Daddy.
Don't eat my hamburger.
826
01:08:40,991 --> 01:08:43,243
SlNGER:
♪ l eat, and l'm still hungry ♪
827
01:08:43,410 --> 01:08:45,495
♪ But l don't know what for ♪
828
01:08:45,663 --> 01:08:47,747
- ♪ Got plenty in my tummy ♪
- [ spits ]
829
01:08:47,915 --> 01:08:50,583
♪ But l still want some more ♪
830
01:08:50,751 --> 01:08:51,751
[ spits ]
831
01:08:51,919 --> 01:08:53,753
♪ l drink, and l'm still thirsty ♪
832
01:08:53,921 --> 01:08:55,672
♪ But l don't know what for... ♪
833
01:08:55,840 --> 01:08:57,882
[ crashing ]
834
01:08:58,050 --> 01:08:59,926
♪ And l still need some more ♪
835
01:09:00,094 --> 01:09:01,594
♪ Come on, come on, come on ♪
836
01:09:01,762 --> 01:09:04,180
♪ l look, and l'm still pouring... ♪
837
01:09:04,348 --> 01:09:05,473
[ clatter ]
838
01:09:12,940 --> 01:09:13,940
♪ l'm still yearning ♪
839
01:09:14,108 --> 01:09:15,692
♪ But l don't know what for ♪
840
01:09:15,860 --> 01:09:18,444
♪ Got enough for two inside me ♪
841
01:09:18,612 --> 01:09:20,196
♪ And l still want some more ♪
842
01:09:20,364 --> 01:09:26,744
♪ Come on, come on, come on ♪
843
01:09:26,912 --> 01:09:29,038
♪ Come on, come on ♪
844
01:09:34,962 --> 01:09:37,130
[ music stops ]
845
01:09:41,218 --> 01:09:42,719
Come on, baby.
846
01:09:45,890 --> 01:09:47,891
[ trilling ]
847
01:10:01,530 --> 01:10:02,655
Okay, Misha.
848
01:10:02,823 --> 01:10:04,240
What the fuck?
849
01:10:04,408 --> 01:10:05,658
Listen, Abby,
850
01:10:05,826 --> 01:10:08,661
l have tried to pretend
that everything is okay,
851
01:10:08,829 --> 01:10:11,247
but, Abby,
everything is not okay.
852
01:10:11,415 --> 01:10:12,332
Yeah, l can see that.
853
01:10:12,499 --> 01:10:14,459
All right. l see them.
854
01:10:14,627 --> 01:10:16,669
And l know l'm really seeing them.
855
01:10:16,837 --> 01:10:18,463
lt's brands, Abby. They're alive!
856
01:10:18,631 --> 01:10:21,758
l see how it works!
Don't--Don't--Plea--
857
01:10:21,926 --> 01:10:23,259
Please don't look at me like that.
858
01:10:23,427 --> 01:10:24,510
l am not crazy.
859
01:10:24,678 --> 01:10:26,679
Misha.
860
01:10:26,847 --> 01:10:29,098
And l know who's responsible
for what happened to Veronika.
861
01:10:29,266 --> 01:10:32,518
l know who put her into a coma!
l know who destroyed our lives!
862
01:10:32,686 --> 01:10:33,686
Who?
863
01:10:33,854 --> 01:10:35,104
Fast food!
864
01:10:35,272 --> 01:10:38,191
The fast food corporations
are responsible for all of it!
865
01:10:38,359 --> 01:10:40,652
l can--l can prove it to you.
866
01:10:40,819 --> 01:10:45,365
lt was a conspiracy,
a disgusting, cynical conspiracy.
867
01:10:45,532 --> 01:10:48,910
All the noise surrounding
what happened to Veronika
868
01:10:49,078 --> 01:10:53,164
was manufactured to--
to alter people's image of beauty,
869
01:10:53,332 --> 01:10:54,499
to make fat cool.
870
01:10:54,667 --> 01:10:56,459
Cool to be fat.
Cool to eat more hamburgers.
871
01:10:56,627 --> 01:10:58,002
l mean, look what
they've done to people.
872
01:10:58,170 --> 01:10:59,337
Look what they've done to Robert!
873
01:11:00,464 --> 01:11:02,715
What have they done to Robert?
874
01:11:05,135 --> 01:11:07,262
What have they done to him?
875
01:11:12,059 --> 01:11:15,144
Um...okay. Okay.
876
01:11:17,898 --> 01:11:18,898
Ηere.
877
01:11:20,901 --> 01:11:24,487
They feed off our desires, okay?
878
01:11:24,655 --> 01:11:26,406
Y-You begin to want something,
879
01:11:26,573 --> 01:11:31,369
and this--this big weird creature
growing out of you starts getting bigger.
880
01:11:31,537 --> 01:11:33,288
Okay? They make you have desires
881
01:11:33,455 --> 01:11:35,915
that aren't the kind
that can be completely fulfilled.
882
01:11:36,083 --> 01:11:38,167
They've gotten totally
out of control! l mean,
883
01:11:38,335 --> 01:11:40,795
it's not as if we can have
that many desires anyway
884
01:11:40,963 --> 01:11:43,047
to have them wasted on these...
885
01:11:43,215 --> 01:11:45,591
things!
886
01:11:45,759 --> 01:11:47,051
What's gotten out of control?
887
01:11:47,219 --> 01:11:48,845
Fast food's gotten out of control?
888
01:11:49,013 --> 01:11:51,848
No, what's fast food got to do with it?
889
01:11:52,016 --> 01:11:54,767
l mean--l mean, yes,
yes, fast food is--
890
01:11:54,935 --> 01:11:57,437
lt's all the brands.
lt's the whole system.
891
01:11:57,604 --> 01:12:02,191
lt-lt's an occupation,
a subtle, unnoticeable occupation,
892
01:12:02,359 --> 01:12:06,279
and everyone is just running around
happy. Εveryone's smiling.
893
01:12:06,447 --> 01:12:09,198
That's because
everybody wants to be happy.
894
01:12:14,121 --> 01:12:16,706
A castrated lamb is happy, too, Abby.
895
01:12:16,874 --> 01:12:17,957
Great.
896
01:12:18,125 --> 01:12:20,251
'Cause it doesn't know what it lost.
897
01:12:21,378 --> 01:12:25,298
l mean, we--we don't even know
that desires can be different anymore.
898
01:12:25,466 --> 01:12:29,218
We have been trained to love shit,
want shit and shit shit.
899
01:12:30,095 --> 01:12:32,138
Trained? Trained by whom?
900
01:12:32,306 --> 01:12:33,806
Lenin.
901
01:12:33,974 --> 01:12:36,559
Marketing was invented by Lenin.
902
01:12:36,727 --> 01:12:39,145
D-Don't you remember any of this?
903
01:12:39,313 --> 01:12:42,815
And now, it's the foundation
of the world economy,
904
01:12:42,983 --> 01:12:46,486
the great global brand revolution has won.
905
01:12:46,653 --> 01:12:51,574
We are all still living
in the world Lenin created.
906
01:12:53,535 --> 01:12:58,790
lt used to be the brands
were formed from people's desires.
907
01:12:58,957 --> 01:13:05,338
Now it's the people that are being formed
according to the desires of the brands.
908
01:13:07,716 --> 01:13:09,425
Fine.
909
01:13:11,303 --> 01:13:12,637
Okay.
910
01:13:14,264 --> 01:13:16,265
What are you going to do about it?
911
01:13:19,853 --> 01:13:22,105
l, uh...
912
01:13:22,272 --> 01:13:24,524
l don't--l don't know.
913
01:13:26,193 --> 01:13:27,944
l don't know what l'm gonna do.
914
01:13:28,112 --> 01:13:29,862
Ηey. [ laughs ]
915
01:13:32,032 --> 01:13:35,076
l know what you need to do
about all of this.
916
01:13:36,120 --> 01:13:38,663
You need to go see a doctor.
917
01:13:38,831 --> 01:13:42,291
ANNOUNCΕR: This strange and deadly
new disease continues to grip Russia.
918
01:13:42,459 --> 01:13:43,584
1 0 more fatalities today,
919
01:13:43,752 --> 01:13:46,963
and medical authorities
are no closer to determining its source.
920
01:13:47,131 --> 01:13:49,215
What's causing the outbreak?
921
01:13:49,383 --> 01:13:52,718
GUΕST: Well, we at the World Medical
Association are continuing...
922
01:13:52,886 --> 01:13:53,970
Pull over please, Abby.
923
01:13:54,138 --> 01:13:57,056
...to caution everyone
that while the virus is deadly in 40%...
924
01:14:02,229 --> 01:14:04,647
The disease cannot be classified
as epidemic.
925
01:14:06,567 --> 01:14:09,444
[ squeaking ]
926
01:14:28,505 --> 01:14:29,464
[ gasps ]
927
01:14:29,631 --> 01:14:31,257
Misha?
928
01:14:31,425 --> 01:14:32,467
Ηey.
929
01:14:34,678 --> 01:14:36,179
Why don't you let me help you?
930
01:14:38,932 --> 01:14:40,433
Let me help you.
931
01:14:45,147 --> 01:14:46,522
Abby. Abby, l didn't mean to...
932
01:14:54,990 --> 01:14:55,907
Abby!
933
01:14:57,117 --> 01:14:58,326
Wait!
934
01:15:18,805 --> 01:15:20,431
Guys?
935
01:15:28,315 --> 01:15:29,482
Robert?
936
01:15:34,655 --> 01:15:36,030
Abby?
937
01:15:39,785 --> 01:15:42,370
ABBY'S VOlCΕ: Misha...
938
01:15:42,538 --> 01:15:46,457
all of this is too hard and unhealthy
for Robert and me.
939
01:15:46,625 --> 01:15:49,085
l'm sorry, but we can't be together.
940
01:15:49,253 --> 01:15:51,963
We're going on vacation alone.
941
01:15:52,422 --> 01:15:54,840
Please leave the apartment
before our return.
942
01:16:00,264 --> 01:16:02,265
[ thunder crashing ]
943
01:16:08,605 --> 01:16:10,648
[ channels changing ]
944
01:16:10,816 --> 01:16:11,649
...effects of smog...
945
01:16:11,817 --> 01:16:13,025
- ...9/11 bomber...
- ...wide-scale...
946
01:16:13,193 --> 01:16:16,404
- ...the virus has gone too...
- ...purists...
947
01:16:16,572 --> 01:16:20,116
...16 medical authorities
signed the letter to the President.
948
01:16:20,284 --> 01:16:23,703
The letter labels the outbreak
of the new disease a pandemic
949
01:16:23,870 --> 01:16:25,830
far more dangerous than bird flu.
950
01:16:25,998 --> 01:16:27,999
[ recording speaking Russian ]
951
01:16:37,134 --> 01:16:38,634
...of the late 20th century
952
01:16:38,802 --> 01:16:42,054
and the early 21 st, had clear sources.
953
01:16:42,222 --> 01:16:46,017
When HlV-AlDS appeared,
people quickly learned what to do
954
01:16:46,184 --> 01:16:50,062
and what not to do
to avoid contracting the deadly virus.
955
01:16:50,230 --> 01:16:53,649
The origin of the new disease
is still unknown,
956
01:16:53,817 --> 01:16:56,402
and, to date, there is no effective cure
957
01:16:56,570 --> 01:16:57,695
on the horizon.
958
01:16:57,863 --> 01:17:00,823
Robert Black,
ΚLN News, reporting.
959
01:17:00,991 --> 01:17:02,992
[ thunder crashing ]
960
01:17:23,263 --> 01:17:27,725
[ screams ]
961
01:17:45,869 --> 01:17:49,622
Distinguished leaders
of restaurant chain Dim Song...
962
01:17:51,708 --> 01:17:58,881
it is my great pleasure to introduce you
to a true legend in the world of marketing,
963
01:17:59,049 --> 01:18:00,424
Mikhail Galkin.
964
01:18:01,885 --> 01:18:03,511
So, gentlemen...
965
01:18:03,970 --> 01:18:06,597
you wish to introduce
a chain of vegetarian restaurants
966
01:18:06,765 --> 01:18:08,974
into the Russian market.
967
01:18:09,142 --> 01:18:12,061
l've analyzed the results
of the focus group,
968
01:18:12,229 --> 01:18:15,481
and, frankly, l must say
you have a problem.
969
01:18:15,649 --> 01:18:18,567
Russians just don't like your product.
970
01:18:18,735 --> 01:18:23,030
Marketing in its traditional form
is simply powerless here.
971
01:18:27,202 --> 01:18:31,414
Thank you for your very interesting
opinion, Mr. Galkin.
972
01:18:31,581 --> 01:18:33,749
l do, however, have a proposal,
973
01:18:33,917 --> 01:18:39,004
something which exceeds the limits
of marketing in its traditional form.
974
01:18:40,173 --> 01:18:41,924
But first, let me ask you a question.
975
01:18:44,094 --> 01:18:47,054
Ηow far are you willing to go
to solve your problem?
976
01:18:47,222 --> 01:18:49,181
We are ready for anything,
977
01:18:49,349 --> 01:18:51,809
anything within the law, of course.
978
01:18:52,853 --> 01:18:55,354
l'm afraid that's not going to be
far enough, gentlemen.
979
01:18:55,522 --> 01:18:57,523
[ speaking Chinese ]
980
01:19:15,584 --> 01:19:18,419
We are ready to go far enough.
981
01:19:20,130 --> 01:19:21,714
Fine.
982
01:19:21,882 --> 01:19:25,593
Then l would like you
to mass-produce and market
983
01:19:25,761 --> 01:19:29,430
a little apparatus for testing beef.
984
01:19:31,558 --> 01:19:33,559
A beef tester, for short.
985
01:19:34,561 --> 01:19:35,811
What?
986
01:19:35,979 --> 01:19:37,855
A beef tester.
987
01:19:38,023 --> 01:19:38,939
What?
988
01:19:39,107 --> 01:19:41,108
[ man singing in French ]
989
01:20:07,511 --> 01:20:09,512
[ announcer speaking Russian ]
990
01:20:21,274 --> 01:20:22,399
[ song continues ]
991
01:20:22,567 --> 01:20:23,901
[ beeping ]
992
01:20:24,069 --> 01:20:25,945
Aah!
993
01:20:29,115 --> 01:20:31,116
[ cheering ]
994
01:20:32,619 --> 01:20:34,870
Yeah, it's good.
And just add some graphics
995
01:20:35,038 --> 01:20:39,166
that say, "Test your beef,
or taste your death."
996
01:20:43,797 --> 01:20:45,297
Ηi, guys.
997
01:20:45,465 --> 01:20:48,300
ANNOUNCΕR: Despite the beef tester
campaign's insinuation,
998
01:20:48,468 --> 01:20:50,302
only 1 2% of Russians polled
999
01:20:50,470 --> 01:20:52,972
believe there is a link
between mad cow disease
1000
01:20:53,139 --> 01:20:54,640
and the deadly new virus
1001
01:20:54,808 --> 01:20:57,226
that has to date claimed
over 500 lives.
1002
01:20:57,394 --> 01:21:01,355
ln response, the Russian Minister
of Food and Agriculture
1003
01:21:01,523 --> 01:21:05,526
consumed a hamburger live on TV today
during a press conference
1004
01:21:05,694 --> 01:21:09,363
in which he announced
a nationwide ban on the campaign.
1005
01:21:10,866 --> 01:21:16,912
As a result, restaurant chain Dim Song
has reported record losses for last quarter.
1006
01:21:18,665 --> 01:21:20,457
You tell Mr. Min Tao
1007
01:21:20,625 --> 01:21:24,378
banning the beef tester campaign
was part of the plan.
1008
01:21:24,713 --> 01:21:29,341
You tell him that now is the time
to open and advertise his restaurants,
1009
01:21:29,509 --> 01:21:32,219
a lot of restaurants.
1010
01:21:32,387 --> 01:21:37,141
And tell him that l would suggest
not limiting his campaign to Russia alone.
1011
01:21:38,435 --> 01:21:39,977
What?
1012
01:21:40,145 --> 01:21:42,771
[ creaking ]
1013
01:21:42,939 --> 01:21:44,481
[ groaning ]
1014
01:21:47,235 --> 01:21:48,819
ANNOUNCΕR:
Following the government's ban
1015
01:21:48,987 --> 01:21:51,155
on the advertising campaign
for beef testers
1016
01:21:51,323 --> 01:21:53,324
and the sudden,
unexplained death
1017
01:21:53,491 --> 01:21:55,826
of the Russian Minister
of Food and Agriculture,
1018
01:21:55,994 --> 01:21:58,037
consumers are now
completely convinced
1019
01:21:58,204 --> 01:22:00,331
that beef is deadly dangerous.
1020
01:22:08,715 --> 01:22:10,215
[ chuckles ]
1021
01:22:10,383 --> 01:22:12,718
Meanwhile,
over the last three days,
1022
01:22:12,886 --> 01:22:16,388
32 vegetarian restaurants
opened in Moscow alone,
1023
01:22:16,556 --> 01:22:20,059
where one can eat without having
to test every slice of beef.
1024
01:22:20,226 --> 01:22:23,729
Whether this newfound love
of all things vegetable will stick,
1025
01:22:23,897 --> 01:22:26,148
only time can tell.
1026
01:22:27,651 --> 01:22:30,069
From the streets of Moscow, Russia,
1027
01:22:30,236 --> 01:22:33,489
this is Diana Κruger,
Business Channel News.
1028
01:22:47,337 --> 01:22:49,338
[ groaning ]
1029
01:23:08,191 --> 01:23:09,733
[ creature shrieking ]
1030
01:24:35,862 --> 01:24:37,029
Abby, it's me.
1031
01:24:37,197 --> 01:24:39,198
Εverything's changed now.
1032
01:24:39,365 --> 01:24:41,867
Sorry l was sick, but now l'm okay.
1033
01:24:42,035 --> 01:24:44,244
l know it sounded crazy
when l told you
1034
01:24:44,412 --> 01:24:46,789
that fast food was to blame
for everything,
1035
01:24:46,956 --> 01:24:49,500
but look, if in a week
1036
01:24:49,667 --> 01:24:52,503
or if in two weeks
The Burger goes bankrupt,
1037
01:24:52,670 --> 01:24:55,672
then l'm not crazy,
and you'll answer my call.
1038
01:24:58,551 --> 01:25:01,470
[ shrieks ]
1039
01:25:03,473 --> 01:25:06,308
[ bell tolling ]
1040
01:25:06,476 --> 01:25:09,812
Ladies and gentlemen,
l understand your despair.
1041
01:25:09,979 --> 01:25:11,230
Believe me, l do,
1042
01:25:11,397 --> 01:25:13,357
but--but unfortunately,
1043
01:25:13,525 --> 01:25:16,235
l have practically nothing
to cheer you up with,
1044
01:25:17,320 --> 01:25:19,363
but perhaps...
1045
01:25:19,531 --> 01:25:20,447
[ thunder rumbling ]
1046
01:25:20,615 --> 01:25:24,034
Oh. Looks like a storm is coming.
1047
01:25:27,247 --> 01:25:29,289
Wait. What were you gonna say?
1048
01:25:29,457 --> 01:25:32,459
l don't want to get your hopes too high--
1049
01:25:38,675 --> 01:25:40,467
HOST:
We're joined today in the studio
1050
01:25:40,635 --> 01:25:42,594
by economic analyst Mark Short.
1051
01:25:42,762 --> 01:25:44,513
Now, l want to ask you the same thing
1052
01:25:44,681 --> 01:25:47,141
that must be on the minds
of many of our viewers out there.
1053
01:25:47,308 --> 01:25:49,768
Fine, people have stopped
eating beef for the moment,
1054
01:25:49,936 --> 01:25:51,770
but why is that having
such a big effect
1055
01:25:51,938 --> 01:25:53,605
on these massive
fast-food corporations?
1056
01:25:53,773 --> 01:25:57,818
What, you're telling me they don't have
billions saved up?
1057
01:25:57,986 --> 01:25:59,778
SΗORT: That's exactly right.
1058
01:25:59,946 --> 01:26:01,989
You have to understand
that their hard costs alone
1059
01:26:02,157 --> 01:26:05,117
for a week of operations
are in the hundreds of millions.
1060
01:26:05,285 --> 01:26:06,201
Now you'll remember--
1061
01:26:06,369 --> 01:26:08,120
Mommy, are hamburgers
bad in America, too?
1062
01:26:08,288 --> 01:26:09,204
[ cellphone rings ]
1063
01:26:09,372 --> 01:26:11,415
Ah, come on.
1064
01:26:11,583 --> 01:26:13,250
Come on, Abby.
Pick it up.
1065
01:26:15,336 --> 01:26:17,296
Come on.
Pick up the phone.
1066
01:26:21,634 --> 01:26:24,761
Abby, pick up the phone.
1067
01:26:24,929 --> 01:26:26,597
SHORT:
lt's very unlikely consumers
1068
01:26:26,764 --> 01:26:29,933
will return to beef
anytime in the near future.
1069
01:26:30,101 --> 01:26:34,646
l love you.
Pick up the phone.
1070
01:26:34,814 --> 01:26:36,231
ΗOST: ...demanded
a government bailout.
1071
01:26:36,399 --> 01:26:38,358
Do you think that's likely to happen?
1072
01:26:38,526 --> 01:26:42,362
SΗORT [ chuckles ]: There's really
no chance of a government bailout.
1073
01:26:42,530 --> 01:26:45,157
Well, do you think
the fast-food industry can survive?
1074
01:26:45,325 --> 01:26:48,577
Well, depends on what kind of food
they choose to serve.
1075
01:26:48,745 --> 01:26:50,454
You've reached Abby and Robert.
1076
01:26:50,622 --> 01:26:53,957
Leave us a message,
and we'll call you right back.
1077
01:26:57,837 --> 01:27:00,047
SΗORT: When the threat came only
from the Russian market,
1078
01:27:00,215 --> 01:27:01,173
they could withstand it,
1079
01:27:01,341 --> 01:27:03,383
but now that the beef scare
has gone global,
1080
01:27:03,551 --> 01:27:05,177
the end comes for them
rather quickly.
1081
01:27:05,345 --> 01:27:07,930
ΗOST: Well, l never thought
l would live to see the day.
1082
01:27:09,140 --> 01:27:10,307
[ knock on door ]
1083
01:27:50,098 --> 01:27:53,850
[ overlapping radio chatter ]
1084
01:27:54,018 --> 01:27:55,519
Korean Cell
has joined the conference.
1085
01:27:55,687 --> 01:27:57,562
CΕO of Obbidas
has joined the conference.
1086
01:27:57,730 --> 01:28:00,065
CΕO of Johnny Vodka
has joined the conference.
1087
01:28:00,233 --> 01:28:02,234
President of Yepple
has joined the conference.
1088
01:28:02,402 --> 01:28:04,528
The leader
has joined the conference.
1089
01:28:08,408 --> 01:28:11,410
Ladies and gentlemen...
1090
01:28:12,036 --> 01:28:15,372
The Burger is dead.
1091
01:28:18,334 --> 01:28:23,547
The growth of brands
has spiraled out of control.
1092
01:28:23,715 --> 01:28:27,884
Never before in history
has it been this difficult to record growth,
1093
01:28:28,052 --> 01:28:31,888
because there simply is not enough room
in the minds of consumers
1094
01:28:32,056 --> 01:28:36,226
to hold new desires for new products.
1095
01:28:36,394 --> 01:28:38,520
What happened
in the case of fast food
1096
01:28:38,688 --> 01:28:41,898
has fundamentally altered
the market forever.
1097
01:28:43,443 --> 01:28:47,362
A crippling anxiety
has seized consumers.
1098
01:28:47,530 --> 01:28:50,532
They're terrified
the products can hurt them.
1099
01:28:52,368 --> 01:28:56,955
A unique opportunity
now stands before you.
1100
01:28:58,458 --> 01:28:59,791
The time has come
1101
01:28:59,959 --> 01:29:03,503
to clear a free space
in the minds of consumers
1102
01:29:03,671 --> 01:29:06,715
where your products can live on.
1103
01:29:06,883 --> 01:29:11,845
Today, in order to get consumers
to continue to desire computers,
1104
01:29:12,013 --> 01:29:16,975
you have to first make them
lose interest in cellphones.
1105
01:29:17,143 --> 01:29:19,353
What you need is to convince them
1106
01:29:19,520 --> 01:29:23,899
that the competition's brands
are deadly dangerous.
1107
01:29:25,485 --> 01:29:27,819
Destroy the market for cellphones...
1108
01:29:27,987 --> 01:29:30,322
and eradicate the competition.
1109
01:29:31,199 --> 01:29:33,742
For your brands to grow,
1110
01:29:33,910 --> 01:29:36,953
they need to learn how to attack.
1111
01:29:37,121 --> 01:29:40,749
And l know how to teach
your brands to attack.
1112
01:29:44,420 --> 01:29:46,421
[ roaring ]
1113
01:29:49,509 --> 01:29:51,510
[ shrieking ]
1114
01:29:55,848 --> 01:29:59,434
NARRATOR: 1 2 months after the release
of Misha's rumor campaign,
1115
01:29:59,602 --> 01:30:04,147
every remaining corporation in the world
was using his new technology.
1116
01:30:04,315 --> 01:30:07,192
And so began a total brand war,
1117
01:30:07,360 --> 01:30:09,486
everyone for himself.
1118
01:30:16,953 --> 01:30:29,381
[ roars ]
1119
01:30:39,642 --> 01:30:41,059
[ shrieking ]
1120
01:30:47,233 --> 01:30:48,733
[ Commercial announcer
speaking Russian ]
1121
01:31:25,438 --> 01:31:27,439
[ creatures roaring, wailing ]
1122
01:32:24,830 --> 01:32:26,831
[ cracking ]
1123
01:32:50,147 --> 01:32:52,315
Well, Jon...
1124
01:32:52,483 --> 01:32:55,360
thank you so much
for taking us to the concert.
1125
01:32:55,528 --> 01:32:58,113
We had such a lovely time.
1126
01:32:58,281 --> 01:32:59,114
My pleasure.
1127
01:32:59,282 --> 01:33:01,074
Right, Robert?
1128
01:33:05,037 --> 01:33:07,330
ANNOUNCΕR: The popular outcry
against advertising
1129
01:33:07,498 --> 01:33:09,499
continues to be felt across the globe.
1130
01:33:09,667 --> 01:33:12,377
To be an advertiser today
has become more dangerous
1131
01:33:12,545 --> 01:33:15,213
than to admit being
a homosexual in the 1 950s.
1132
01:33:15,381 --> 01:33:18,425
Nowhere has this been harder
felt than in Moscow, Russia.
1133
01:33:18,593 --> 01:33:20,343
The Duma recently
voted down legislation...
1134
01:33:20,511 --> 01:33:21,553
- Look.
- lt's Daddy.
1135
01:33:21,721 --> 01:33:24,055
...proposing a universal ban
on all advertising.
1136
01:33:24,223 --> 01:33:25,640
As last week's bombing
of Red Square
1137
01:33:25,808 --> 01:33:27,058
by extremists demonstrates,
1138
01:33:27,226 --> 01:33:29,477
many in the public strongly
disagree with this decision.
1139
01:33:29,645 --> 01:33:31,313
- Misha.
- And here is one of the leaders
1140
01:33:31,480 --> 01:33:35,400
of Russian advertising,
Mikhail Galkin. Mikhail?
1141
01:33:35,568 --> 01:33:38,028
Mikhail?
One question please?
1142
01:33:38,696 --> 01:33:40,488
The final word on whether
the Russian government
1143
01:33:40,656 --> 01:33:43,074
will ban advertising
is in the hands of the President.
1144
01:33:43,242 --> 01:33:44,659
What's he going to do?
1145
01:33:46,537 --> 01:33:49,372
l'm sure the President
will make the right decision.
1146
01:33:49,540 --> 01:33:51,499
[ crowd clamoring ]
1147
01:33:58,341 --> 01:33:59,424
[ bell tolling ]
1148
01:33:59,592 --> 01:34:01,593
[ cellphone ringing ]
1149
01:34:04,930 --> 01:34:07,390
You've reached Abby
and Robert in Moscow.
1150
01:34:07,558 --> 01:34:09,934
Please leave us a message
after the tone.
1151
01:34:10,102 --> 01:34:11,561
MlSΗA: Ηi, Abby.
1152
01:34:14,148 --> 01:34:15,482
l'm calling to say goodbye.
1153
01:34:17,693 --> 01:34:19,444
l've tried everything.
1154
01:34:21,614 --> 01:34:23,198
l even met with the President,
1155
01:34:23,366 --> 01:34:25,408
but he wouldn't listen.
1156
01:34:28,621 --> 01:34:30,413
You've been right all along.
1157
01:34:31,916 --> 01:34:34,459
What l really needed to do
was see a doctor.
1158
01:34:37,630 --> 01:34:41,132
20 years ago,
l wanted to get rich,
1159
01:34:41,300 --> 01:34:44,302
and that ended with the death
of an innocent man.
1160
01:34:46,180 --> 01:34:50,308
1 0 years ago,
l wanted to get really rich,
1161
01:34:50,476 --> 01:34:53,687
and that ended
with Veronika in a coma.
1162
01:34:55,940 --> 01:34:59,234
Now l decided to make the world
a better place...
1163
01:35:00,736 --> 01:35:03,988
and instead l just made things worse.
1164
01:35:08,828 --> 01:35:12,080
Why was l so sure the government
would ban advertising?
1165
01:35:12,248 --> 01:35:15,667
They will never ban advertising.
1166
01:35:16,502 --> 01:35:17,669
[ scoffs ]
1167
01:35:18,838 --> 01:35:21,005
l must have been obsessed.
1168
01:35:24,051 --> 01:35:26,344
And now it's like l've come
to my senses, and...
1169
01:35:29,056 --> 01:35:30,515
and there's bl...
1170
01:35:32,101 --> 01:35:34,185
blood everywhere...
1171
01:35:35,855 --> 01:35:38,440
and it's all my fault, my...
1172
01:35:41,610 --> 01:35:43,695
my insanity.
1173
01:35:50,119 --> 01:35:51,703
l wish...
1174
01:35:55,624 --> 01:35:57,167
l wi...
1175
01:35:59,378 --> 01:36:01,421
Oh, fuck it.
1176
01:36:16,562 --> 01:36:19,731
W-What's going on?
1177
01:36:20,733 --> 01:36:22,442
l'm calling you.
1178
01:36:26,405 --> 01:36:28,031
Okay.
1179
01:36:28,199 --> 01:36:30,200
[ crowd chanting ]
1180
01:36:55,976 --> 01:36:57,393
Come on. Come on!
1181
01:37:00,856 --> 01:37:02,857
[ employees yelling ]
1182
01:37:12,576 --> 01:37:14,410
Go! Get inside!
1183
01:37:33,430 --> 01:37:35,557
[ yells in Russian ]
1184
01:37:35,724 --> 01:37:37,141
[ gunfire ]
1185
01:37:38,644 --> 01:37:40,645
[ man speaking Russian on TV ]
1186
01:37:57,830 --> 01:37:59,831
[ President continues speaking Russian ]
1187
01:38:11,051 --> 01:38:12,886
[ crowd cheering ]
1188
01:38:13,053 --> 01:38:15,054
[ piano music playing ]
1189
01:38:32,823 --> 01:38:34,824
[ piano music continues ]
1190
01:38:37,786 --> 01:38:38,620
[ whirring ]
1191
01:38:38,787 --> 01:38:40,788
[ accordion playing ]
1192
01:39:03,312 --> 01:39:05,313
[ bell tolling ]
1193
01:39:31,674 --> 01:39:33,549
[ accordion music ends ]
1194
01:39:45,354 --> 01:39:48,106
[ beep beep ]
1195
01:40:02,037 --> 01:40:03,871
[ boy growls playfully ]
1196
01:40:05,124 --> 01:40:06,791
[ man growls ]
1197
01:40:06,959 --> 01:40:09,127
You are on, young man!
1198
01:40:09,294 --> 01:40:11,295
[ both growling ]
1199
01:40:18,303 --> 01:40:21,264
[ babbles ]
1200
01:40:22,266 --> 01:40:23,433
[ Robert growls ]
1201
01:41:36,757 --> 01:41:39,717
NARRATOR:
And a new era began.
1202
01:41:49,812 --> 01:41:51,813
[ rock 'n' roll playing ]
1203
01:45:14,266 --> 01:45:16,267
[ new instrumental playing ]
81276
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