All language subtitles for Czech.Dream.2004.LiMiTED.DVDRip.XviD-LiNE.ENG.1250.ANSI

Here it comes...

Here it comes...

- Let in 200.
- 200.

in cooperation with

with contributions from

the State Fund for Promotion and
Development of Czech Cinematography

present a film reality show

CZECH DREAM

Welcome, dear viewers.

The intro you're watching is
sort of like an advertisement for our film.

We're in a parking lot
situated next to a meadow

where we'll build the front
of our hypermarket.

One that will never exist.
It will just be a front wall.

We've called the hypermarket
the Czech Dream.

First, let us introduce ourselves.

This is V�t Klus�k and I'm Filip Remunda.

We study at the Film Academy in Prague
and this is our final project.

During the film, we'll visit
a world-renowned advertising agency

who will create the ad campaign
for our fictitious hypermarket.

It'll be the kind of campaign
we're all familiar with.

The kind with ads that are
always in your face.

We'll have our own
TV and radio spots,

ads in newspapers and magazines
and 400 City lights in Prague.

We'll have a website and items
like ketchup and mineral water.

At the end of the campaign,
we'll announce the grand opening.

May 31st here in Let�any.

We expect several thousand
customers to come.

You might be asking why
we want to do all this.

Why fool thousands of people
into going to a fake hypermarket

which is more like a meadow
than a hypermarket?

We won't answer, in the hope that
the film will answer that for you.

So come join the film with us.

- We'll see.
- You'll see.

Should we use a particular look?

It's not so important right now.
The main part will come later.

Then I'll tell you how to look,
how to act, how to turn.

Mr �etl�k, we're trying for
a certain expression,

the ability to act and look
honest in front of a camera.

But that's not what
we're working on right now.

Let's document this now.
Side by side, please.

Is it obvious that we don't
have the right look yet?

Yes, I think it is.

You should look like a manager,
respectable and trustworthy.

I've already talked to him
about it and we agreed.

Then we'll pick a proper haircut.

It's a bubble that will burst soon,

but at the same time
it must be a hypermarket logo,

a symbol that'll stick with you.

When you say a bubble,
we could use a cartoon bubble.

There are two kinds of bubbles.

When a person says something
and when they're thinking.

A bubble cloud
with their thoughts and ideas.

Czech Dream

Welcome to Hugo Boss,
where we'll continue to...

Into the camera, please.

We'll continue to transform
you into real managers.

It was a chance to enter into
a mutually favourable contract

including an actual presentation
of the Hugo Boss logo.

For about ten seconds.

- Three, four, five, six.
- I think that's enough.

Now the image makers will
transform you into real managers.

Girls, your time has come.

Banana

Sardines

Tuna in brine

Milk

Bread

Beer

Now you are a perfect
semi-finished "product",

but you need to come
to life and perform,

because in business you need
to persuade the client

and it's not your looks or your
clothes that will convince him.

Those are actually just
supplementary things.

You must persuade him with
your personality, your charisma,

your power, your ego.

Those are the key elements.

Now you must pull it off.

- That's it. It's good. Very good.
- It's absolutely convincing. It's perfect.

OK, OK, let's go. This is it.

Let's see that warm expression
in your eyes.

You could do a ballet
and not management.

Gestures, moves, expression, look at me.

Smile, put the smile into it.
Look at me. I'm here.

Your enthusiasm must be obvious.

- Yes, this is great.
- Side by side.

Great...

Czech Dream. Extra special Czech Dream.

- Closer to each other.
- Czech Dream.

The image of adverting presented
in the Czech media is distorted.

That's why I find it interesting
that in this documentary

advertising agents aren't played
by actors, they're real agents.

In fact, you kind of show them the mirror.

We didn't say that.

It's a glimpse at our own ranks,
into our own work,

through someone's disinterested eye,
which is quite interesting.

I mean, you say MARK/BBDO,
Martin P�ikryl and his team,

made an ad for something that didn't exist

and people still came,
just because of the ad campaign.

- That's absolutely incredible.
- That makes it way cool.

Do you view it as publicity for your team?

Beer cap hat - a big success

If it works, then it helps us.

Witty ads work everywhere

Our ads work even if the product
sucks or doesn't exist at all.

- So you're into the experiment?
- Pretty much.

Czech Television seeks people
for a documentary film

Hypermarket with a Human Face.

We're looking for a Czech family
who have repeatedly experienced

entire days in hypermarkets.

The selected family gets
a shopping spree at the shoot.

This is exactly what you see.
It's just scaled down to 1:100.

So there will only be this front wall

which is 100 metres long
and ten metres high.

Our task is to convince people
that it's a real hypermarket.

Now we've got to think of a campaign
for it. Ivanka has the brief.

So, the Czech Dream Hypermarket.

What impact do we want this ad to have?

Something to the effect that,
"I can't miss this."

Remember when Giga Sport opened
or Electro World?

It's something a typical
Czech person won't miss.

He'll spend the night there

to get the cheapest washing machine
he saw in their ad.

Hello. If I could have your attention now.

I'd like to welcome you to today's casting.

Also I'd like to introduce
Dr Jitka Vysekalov�,

a shopping behaviour specialist
who is in charge of casting.

So I'll give her the floor now.

What does your day
in a hypermarket look like?

Well, shopping starts
the previous evening.

Insomnia, preparation,
a list written on toilet paper, et cetera.

You pack your prepared bags
and crates quickly, split,

drop the kids at a play corner.

The shopping in Makro takes two hours,
then two more in Hypernova.

Then we maybe have some lunch.

I always tell myself
not to spend too much

but then I see something
for a good price and I think,

"I might need it. It will make a nice sauce."

I like to try all the various
kinds of spices. I can't resist.

And I end up spending a fortune.
I'm stunned by how much it costs.

I love supermarkets.
They make me feel great.

You can relax in a hypermarket.
You can look at stuff.

Whatever you're interested in.

That's the joy of hypermarkets.
It has something for everyone.

I don't like small stores with only one brand.

Last weekend we went on a hike,
not very long, six kilometres.

She hated it, so to calm her down,

we went to Tesco that evening
and she beamed with happiness.

That reflects the youth of today.

But you refused to go to
Kenvelo and to Orsi with me.

- That was too much for us.
- So was the nature for me.

Can you tell us about the relief?
Can you describe it?

Being dragged along all day
and then coming to the store.

Well, it was like, I don't know,
like it was raining all day

and then I suddenly saw the sun come out.

It was cool, fun and mellow.

How did you spend your Saturdays
together as a family

- before there were any malls?
- At home or in our garden.

We hardly remember what it was
like before the hypermarkets.

Back then, nobody was buying milk in bulk.

Ten years ago,
we weren't buying water either.

- What would you call it?
- Nothing comes to mind...

Can you think of something pleasant?
Some word or name.

I'd call it Amore.

Amore Supermarket.
That's love, so people would feel close to it.

- I'd call it Harmony.
- Easy Life...

I like Oneness more than Harmony.
It says more.

Grant Me Wishes is too long.
It wouldn't work.

I got it. I'd call it Cornucopia.

- I like that, going to the Corn.
- Corny, huh?

- It's not a dream, it's Harmony.
- What did you say?

It's not a dream, it's reality,
it's the Harmony.

- How about the Czech Dream?
- Why not?

Good morning, dear TV viewers.

Let me welcome you
to our Tesco Hypermarket,

one of the most beautiful
hypermarkets in the entire world.

Let me introduce myself.
My name is Eva Williams

I'm the director of corporate relations.

I hope that the day which
you'll spend with the Kudrnas

will be enjoyable not only
for you but also for our family.

Now let me introduce the director
of our hypermarket, Mr Suran,

who will greet the family personally,

wishing them a nice time shopping

and enjoying themselves in our mall.

Hello. Welcome to Tesco,

our beautiful hypermarket
and shopping centre

which is, I dare to say,
the largest in the Czech Republic.

I hope that you'll enjoy
shopping in our hypermarket

and also in our shopping centre.

Let me give you an example
from my own life. I was about 17.

I went to a stand selling bananas.
There was a huge line.

Bananas were hard to get so I got in line.

It was terrible.
Tourists from Japan filmed us.

I waited until it was my turn
to buy one kilo of bananas.

There were restrictions then.
We couldn't buy ten or 20 kilos.

- They're running away.
- They finally got rid of us.

Let me introduce myself.
My name is Martin P�ikryl

and my job is to think up advertisements.

Today I'm seeing what people like you buy,

what you'd want in a hypermarket,
so we know how to make the ad.

Hi. Whose birthday is it today?

Look, the sun is setting.

Look how beautiful it is.
Tomorrow will be a nice day.

We're not just filming it or...
How to put it?

- We live it.
- We study it.

Life is short,
so live your life as best you can.

Yeah, that's obvious.
And what about you? I mean...

- Mum, do you have any scissors?
- I think your work has meaning.

What makes you think that?

You do it with enthusiasm
and you want to achieve something.

What are we trying to achieve?

You find the positives
and negatives of shopping.

- What are your passions?
- My passions?

To be honest,
I am gripped by circumstances.

I have a passion for reading,
drawing, and I like to sing.

Would you sing something for us?

- Yeah, I can sing for you.
- The English song.

I'll sing with Michalka.

- How does it start?
- Hey ho?

If I may say something...
They are all sad...

- We just discussed it.
- You can hear it.

Kids, I'd like you to know that
this is the song's composer...

Hello.

A very competent person said
what I've said from the start.

It continues to drop
so keep a slight smile on

and try it without the music.

Try swinging in opposite directions.
V�tek, start.

One, two, three.

Try to see as a child,
many things will seem wild...

Just like Yesterday.

Each row sings in waves.

How would you describe your interpretation?

Even though you've heard it before,
it still makes you cry.

How do you make someone cry?

Horns, strings and harmony
that's very obvious.

I play...

- That's it.
- And it gets stuck in your head?

Now it makes you cry, or it doesn't.

"Try to see as a child,"
meaning through a kid's eyes.

Everything is great, stunning.
It makes you happy.

Why should they point to things?

Because "many things will seem wild".

I mean, we thought the cart...
Is it for that...

- For what?
- For that Czech Dream?

- For that supermarket...
- So they'd point at store items?

- "I'd like this or that."
- So many things they could want.

- "Wow, I like this."
- I see.

- It's up to you if you want it.
- You thought of it.

- It's your call.
- I like it.

Let's take it from the end.
"I want to fulfil my dream".

Everyone nods,
"Yes, I want to fulfil my dream."

No need to nod in unison,
but you want to fulfil your dream.

Nod that you want to fulfil your dream.

What is happiness like?
What makes a dream full?

How can anything be bright
when the day is so dull?

You see what you want,
no need to idealise

Life lasts but a second,
so want truth, not lies

Try to see as a child,
many things will seem wild

The world's yours, so take it,
all you need is to want it

It will be a nice big bash,
and if you got no cash

Get a loan and scream

"I want to fulfil my dream"

The City light poster.
I like the simpler one more.

Don't go there

The client laughs. That's great.

So this is where we'd take it.
I like it a lot.

It's funny. It's nice.

Sometimes it takes an hour
before the client laughs.

- So we've got "Don't go there."
- I always do what I'm not supposed to do.

So if someone tells me
don't come, then I'll come.

- "Don't come."
- That's great. Even better.

"Don't skip ahead."

"Don't wait."

"Don't rush."

Don't push

That's my favourite.

"Don't bother." "Don't spend." And so on.

Cut. Nice! One more time with
the assistants and we're done.

It's long enough to be a feature movie.

Act less.

It's more macho with your chin up...

Don't be so modest.

The sun's shining so let's go. Video.

Action.

It wouldn't be too expensive
and it'd have cute shop assistants.

Cut.

I think we've got it.

The Czech Dream Hypermarket,
opening on May 31st at 10am.

Where? You'll find out soon.

Be a little slicker.

More lurid.
"The Czech Dream Hypermarket..."

The Czech Dream Hypermarket,
opening on May 31st at 10am.

Where? You'll find out soon.

That's better. It's natural.

Commercial Break

Imagine the hypermarket of your dreams.
What would it be like?

It wouldn't be too expensive
and it'd have cute shop assistants.

The Czech Dream Hypermarket,
opening on May 31st at 10am.

Where? You'll find out soon.

That's better. It's more natural.

I suggest that we put there,
"The Czech Dream Hypermarket.

"On opening day you won't walk
out empty-handed." What's wrong?

It's a lie. People won't get anything...

They won't get a thing but
they'll get some experience.

If you personally explain that
to everyone then you can add it,

- but we don't lie to people.
- It's not a lie.

- It is and I won't approve of it.
- We don't say, "You'll get stuff."

Empty-handed is never used
to describe something immaterial.

But you can open the Czech Dream
Hypermarket when there isn't one?

- What's the difference?
- There won't be a hypermarket.

- We aren't going to build one.
- You didn't say that.

You said you'd build
the front of the hypermarket...

It's a front, not a hypermarket.

Since when is a front called a hypermarket?

Why don't you write "The front
of The Czech Dream Hypermarket"?

- Are you splitting hairs?
- No, you are.

How is not leaving empty-handed
equated with loads of free stuff?

Why should it mean that
they'll get something?

They'll have what they brought along,
or they can pick grass.

We'll piss them off. If you want to, go ahead.

But we don't do things like that.

If they come and there's nothing,
they'll be pissed off anyway.

That's ludicrous,
to say they'll be pissed off by the slogan.

But they won't go there
to leave empty-handed.

It's another comment,
something completely new...

You're making a film about
a hypermarket that doesn't exist.

It's about an event taking
place at a certain day and time.

We brought professional suggestions

that have the values you want.

And like with our paying clients,
we can say that we're done,

we can say that now too.

So let's agree on what
we'll test in tomorrow's focus groups.

If we don't agree on anything,
we'll test empty billboards.

I suggest two versions,
this and the "Opening" version.

How about putting
"You won't leave empty-handed" there?

I'm staying away from that. I won't lie.

But you're lying to them.
There is no Czech Dream Hypermarket.

I'm not going to promise anything.

- You won't.
- I'm really not going there.

There's a difference between
a double meaning and a lie...

How can you say that this is
opening when it doesn't exist?

- Well, at least I won't...
- They won't know it's not real.

I mean, if you filmmakers
are used to lying to people,

we don't lie in advertising.

It's surprising, but we don't.

- Can you repeat that?
- Sure. I can say it again.

Even if you lie in your films,
we don't lie in advertising.

Listen, I've got to go.

I was supposed to be
somewhere else at five...

Imagine a new hypermarket opens.
Of course it will be advertised.

And you'll come across
a billboard or a magazine

and see some kind of a logo

which will say, "Don't wait."

I sure will wait. It invites me to wait.

OK. So you think it's captivating,
that it's witty.

- "Don't come."
- I sure will come!

What about you?

Well, it's negative.

"Don't spend."

- What would we do there then?
- Your management could go home.

- They won't make any money.
- They won't sell anything.

Will it grab people?
Will they take it seriously?

- Maybe they'll shop.
- They might shoplift.

- Thank you and goodbye.
- Here are your gifts...

- Thank you for coming.
- Thank you very much. Goodbye.

If you could move
your hair off your forehead.

I'll put the camera contraption
on your head now.

I'm going to adjust the top camera
to record the position of your eyes.

Is it too tight? Is it OK?

The top camera records
the exact position of your sight.

And the bottom camera
records what you're looking at.

Is it too tight? Is it uncomfortable? Great.

The computers behind you
blend both of the signals

so we can see what you're looking at,

and the small square shows
what you focus on.

The square moves around the materials.

Here is the lens.
If you could look directly ahead.

Now imagine this situation.

You come home from work,
take three flyers out of your letter box.

You're planning to buy
a lot of groceries tomorrow

and, based on the three flyers
I'm handing you now,

you'll decide which hypermarket you'll go to.

So go through them slowly

as if you were sitting
at home and had time to do it.

Flip through them and tell us
which one inspired you

to go shopping there.

When you're done, put everything aside.

We'll end by presenting our results.

We divided the front
into four basic categories

to see how effective they are.

The company logo's at the top,

the headline
"Opening day surprises for everyone."

Then products and information.

The next slide shows
how time was distributed.

Products 70�%, information 7�%,
logo 17�% and the headline 6�% .

So the headline was
not as noticeable as we'd hoped.

Nobody seemed to notice
the part about the surprise,

so we recommend highlighting that part.

What did you just say about Czech Dream?

The idea behind marketing campaigns
that are manipulative and misleading

is something I don't agree with.

Then why did you take part in the research?

You worked on Czech Dream,
to help reach its target group.

It's a professional approach
to evaluating ads.

You got information
on how to make the most convincing ad

so it'd affect the recipient.

The decision to manipulate
the recipient was yours.

It's your responsibility.

I don't see why you work on
corporate things you disapprove of.

There are ads we wouldn't do
if we had the power,

as we don't believe in them.

But professionals must
be able to test things

that aren't their cup of tea,

like an ad for something they don't like.

Selective research has no point.

A doctor can't refuse to operate on a felon
who raped some little girl.

When they wheel him
into the operating room, he operates.

So who is who, then? You are the doctor?

- In this analogy, I am.
- That's enough.

Attention, all Prague citizens.
Leave the capital.

A huge invasion is nearing.
Prepare for chaos.

The Czech Dream Hypermarket -
a whole new experience -

opens on May 31st at 10am.

So don't forget.

There are only 13 days left.

Our dream? I guess, more money.

More money so we can afford more.

- And a vacation.
- My dream is a bit different.

I'm a student, so my dream is
to finish school and have a career.

Of course there's money too,
so I can afford more stuff.

What do you want that you can't afford?
What do you long for?

- I guess a vacation abroad.
- A vacation above all.

- Then maybe a car.
- A beautiful car.

Our own place to live without our parents.

These are our basic ideas.

It's nice, all glossy. It's an attractive flyer.

- Is that important?
- No, it's not.

The prices and stuff for sale are important,

like I want their juice,
cheese or a cheap camera.

Everything here is very cheap.
I hope it stays that way

and it's not just for
the opening to get people there.

Then they raise the prices
so next time it's twice as high.

It shouldn't be that way.
Some places try to keep prices low.

- OK, thank you.
- You're welcome.

- Where will it be?
- Look at your flyer.

Oh yes, here it is. Thank you. Goodbye.

I think people like to be persuaded.

Do you know why?

I mean people need solid footing,
and ads provide that for them.

All ad manuals always use the example
of the Sistine Chapel ceiling,

which was an ad made to order.

It was a paid advertisement.

A mega-billboard on the ceiling
stating that God is great.

It was done for dough.
It was made to order and it's art.

Its goal was not to be a beautiful image
that would evoke emotions.

The commission was...

"Paint the ceiling
so it's obvious that God is great.

"And it must blow everyone's mind.
Here is the dough."

You know, it's like you make
something and you want to sell it.

So it shouts. But the way
it shouts today is smarter.

But, you know, it still shouts.
I mean, it's still the same stuff.

It's totally normal, so no point
in getting worked up about it.

You know, there's more stuff,
so you've got to shout.

I mean, the world's like that
whether we like it or not.

That's just the way it is and
there's nothing wrong with that.

I mean, it's as bad
as making cars in a factory, right?

Cars pollute, but you could
talk like this about anything.

I mean, it's nonsense.
You know, I try not to piss people off.

You know, I definitely don't want
to lie to them or cheat them.

I mean, it's something that I'd hate,
so I try to do my best

to make them happy, you know.

I enjoy working in advertising.

I mean, every time I leave work
to see my friends in a bar,

I honestly think that
it's me who moves the world.

In what sense?

I mean, like the stuff that we're working on

and we'll work on for a couple more hours.

If it works we'll decide

what several thousand people
will do on May 31st at 10am.

That's pretty cool.

The feeling that you talk
someone into doing something,

that you hook them into something,
is kind of slick, I think.

We're just a tiny land,
we're just a little place

But we can take nothing
and build castles up into space

Good people live here,
beautiful children too

So kill the envious viper
and let your dream come true

How many ways can you let love in?
What does a happy dream say?

When they cut the red ribbon
on that nice dreamy day

The earth becomes Shangri-la,
it's sunny and they all play

Add it to your agenda, the 31st of May

I want to see like a child,
many things will seem wild

The world's yours so take it,
all you need is to want it

Don't be a sloth, come grab a cart

Don't blow it off

Let the Czech Dream start

Let the Czech Dream start

This is Czech Radio.
Here are today's stories.

At dawn we can view a solar eclipse.

Sunrise will not cast its usual glare,

rather, only a small crescent
which will shrink further.

You don't need much to watch
this fascinating phenomenon.

Get up early and have your
special glasses to hand.

Details on the course
of the partial solar eclipse

will be given by Michal �vanda
of Amateur Sky Watchers.

I want to see like a child,
many things will seem wild

The world's yours so take it,
all you need is to want it

It will be a nice big bash,
and if you got no cash

Get a loan and scream

"I want to fulfil my dream..."

I have this image of no one coming at all.

What would that mean?

- What would it mean for you?
- That it didn't work.

But if nobody at all came
it would also be significant.

Look, a woman with a plastic bag is coming.

Those people are coming here, they are.

- Don't come near me. I'm shy.
- Here is our first shopper.

- What caught your eye?
- I've never done this before.

I didn't want to come today either,

but there was a solar eclipse
and my husband woke me up.

I was interested in this digital
camera for 1,690 crowns.

I want to see if they have it.

- Looking forward to the surprise?
- Definitely.

I like surprises if they are pleasant.

You came almost three hours
before the opening.

When I saw how people always went crazy,

I expected to see sleeping bags here.

And because there was
that solar eclipse today,

and my husband woke me up, I thought,

since we were already up
so early we could risk it.

I was told to buy this TV here. What else?

Chocolate, powder detergent
for 89 crowns. That's all.

Three cartons of milk.
Two jars of pickles.

You're using a wide-angle lens
so my whole body will be there.

I don't know.

- Hold on. It's opening at ten.
- Where is it?

- Look and see.
- Where am I supposed to look?

- It's happening. There was an ad.
- Yeah, the ads are everywhere.

Did you come because of the flyer?

Not only the flyer. I saw
the ads about a month ago -

"Don't pay more" or whatever it said.
"Don't spend..."

- It said, "Don't come."
- Yes.

So where am I not supposed to go?

I saw those ads saying,
"Don't come, don't spend,"

and thought the government came
up with something dumb again.

And then I saw it was
at the Let�any exhibition grounds.

I fish here anyway, so why not go?

Then, two days ago, they told us
that it was for a hypermarket.

I had no clue that it was for a hypermarket.

Since I work at a supermarket,
I wanted to check it out.

But they told you,
"Don't go there, don't spend."

They said, "Don't go there, don't spend,"
so I listened

and I didn't go and spend money
in any other supermarkets.

I thought, "What the heck?
Something will come out of it."

It says, "Don't come, don't spend,"
then only, "Opening at ten."

If it's their opening,
I'll wait to see what opens.

It's interesting to see how the ad works.

It says "Don't come, don't spend."
It's an odd mechanism.

It's true, but I am a joker too.

I like practical jokes like this one

and also, their ad is very good.

They didn't reveal their
know-how until the very end

so that Tesco couldn't react to it

which was pretty well thought out
by their management.

Hello everybody, our dear customers.

Welcome to the opening of Czech Dream.

The idea behind Czech Dream
and our main goal is

to go beyond the expectations
of our customers, you.

Ads are everywhere, but nobody
pays attention to them any more.

So we had to be original
and make it look anti-consumer.

As if we weren't really inviting you,
which may appeal to you.

I greet our next wave of patrons.
We're glad more folks are coming.

To everyone still in the car park,
come closer.

There are still some items available here...

Come and get the last key chains
and rainbow-coloured flags.

Can I ask what you came to buy?

I don't know. I guess the TV
for 500 crowns, if it's there.

- I just came to look.
- Did you get the flyer?

No, they were pulling my leg.
I saw it on a tram.

A week before opening, an ad said
to go to the exhibition grounds.

It kept saying it was elsewhere.

- So you followed when it was opening?
- Well, kind of. I marked it down.

What else can old folks do?
We browse the stores.

Come and enjoy it like a child,
many things will seem wild

The world is yours so take it,
all you need is to want it

Don't be a sloth, come grab a cart

Don't blow it off

Watch the Czech Dream start

We hear applause. Thank you.

Let's play the song
with heartfelt rhymes again

and I hope you'll join me
in this beautiful weather.

What is happiness like?
What makes a dream full?

How can anything be bright
when the day is so dull?

Which isn't our problem today...

You see what you want,
no need to idealise

And now, together...

Life lasts but a second,
so want truth, not lies

And now the refrain...

Try to see as a child,
many things will seem wild

The world's yours so take it,
all you need is to want it

Sing it one octave higher.
It's a children's choir.

They sing very high. I can't even do it.

It will be a nice big bash,
and if you got no cash

Get a loan and scream,
"I want to fulfil my dream"

Some of you are joining in.

Here is the moment everybody
has anxiously waited for.

Soon, we'll cut the red ribbon

but first I'd like to invite on stage

the managers of Czech Dream,
Mr V�t and Mr Filip

who are backstage organising
things, but their time is up

and whether they like it or not
they have to come on stage.

Welcome to our meadow
by the Czech Dream Hypermarket.

In a moment, the ribbon will be cut

and you will have a chance
to visit our hypermarket.

Then we'll be ready to answer
any questions you may have.

Thank you for coming
and please go easy on us

if we don't completely meet
your expectations.

You may feel our hypermarket
is not your average store.

It was kind of obvious from the campaign,

which was very original and,
in a way, a form of anti-advertising.

"Don't come, don't buy, don't fight."

So let's proceed with cutting the ribbon.

Can we raise it higher?
Now comes the special cut.

Commercial Break

Imagine the hypermarket of your dreams.
What would it be like?

Hey, as longs as it's not boring, man.

The Czech Dream Hypermarket,
opening on May 31st at 10am.

Where? You'll find out soon.

Now here is the special cut.

The scissors are dull. The trumpet sounds.

Here we go. Czech Dream is open.

Now if you could please open the gates.

I'd better say goodbye now.

I'm 84.

Like cattle being put out to graze.

They won't cut it so we'll
just trample down it for them.

It's stupid! They're making
fools out of people.

Should I carry groceries
on my back when my car's so far away?

This is how we join Europe?

Nitwits joining Europe,
a bunch of blockheads and idiots.

Go ahead and go public with it.
Like a herd of Czech cattle.

- Easy or you'll have a stroke.
- I'm cool.

- How else can you get some rays?
- Me? Alone.

- I should have brought my bikini.
- Me, going to the beach?

I don't need a European sea,
I have Czech water...

Don't bother going there.
It's just a banner. They fooled us.

- There is nothing there.
- It's just scaffolding.

Man, what the fuck...

- Now I've made a fool of myself.
- I said it. It looked fishy...

Those shitheads. Go ahead and put it there.

It's a great dream.

It's that building over there.

This whole country is a big scam.

- That's right. You're on TV.
- Good. I want everyone to know.

Fooling people like this is outrageous.

You comedians think it's OK
to make us look like asses?

I wonder how much it cost?

We can afford to blow money
on such stupid things.

It's a good joke. They wanted
to see how many idiots would come.

- And there are plenty.
- No point in commenting on it.

- It's useless.
- We should just stay put.

- It won't get us anywhere anyway.
- Let's not aim too high.

Somebody should beat them up.
This is not a children's party.

Joke like this and when you're serious,
nobody will believe you.

Make a fool out of someone else.

Lucky we're not Hussites
or we'd use flails and trash the place.

I want to know who's behind this.

I told you that Czech Dream was just a joke.

The weather is nice,
so it served its purpose after all.

Fun always has its price,
but we are satisfied. Thank you.

- Do you have any dream today?
- I do. I am completely satisfied.

I expected this.

And you succeeded.
I mean, let them have some...

But why didn't they do it?

It says it in the name. Czech Dream.

- You think they should open it?
- They should.

It said we'd all get a gift
and they stood by it.

- Everyone got a flag or this.
- But all these people came...

- Why do you think they did it?
- Why did they do it?

I guess it's a stunt
to show how greedy people are.

- But it still annoys me.
- Do you think that...

The weather's nice,
so I think a family can hang around.

There is a meadow here.
They can have a picnic.

I think a big campaign
that gets people outside is great,

even for the elderly.

- They did a nice job.
- So are you delighted, or not?

I'm delighted because at least
I got out of the house.

- We'd be at home doing chores.
- We'd be cleaning so it's nice.

- Do you feel cheated?
- Not really.

I mean, they should trick us
on April Fools' Day.

Go listen to the opinions
of those on their way back home.

We'll keep walking forward.

Oh God, you're filming me. I'm camera-shy.

Was it a surprise or not?

I must admit that my wife told me,
"Buy the original gherkins.

"You can't get them any more
and they have them. Buy them in bulk."

This can't be true.

Jesus Christ...

Those assholes.

It's an illusion. This day,
May 31st will make its mark.

Great day. The sun's shining.
A supermarket opened, beautiful!

- Did you get the flyer?
- We did. It's our souvenir.

- It's also an illusion.
- I think so, too.

What a disgrace.
Now they'll never trick anyone again.

Yes they will,
because Czechs will fall for anything.

If they sold duck for 25 crowns,

you'd travel all the way
across the country to get it.

- But I'm not greedy.
- Czechs are easy to manipulate.

Look, the crowd's coming back.

I mean, it's not good for the old people

and the handicapped who fell for it.

But it's our dream. It's every Czech's dream.

How many ways can you let love in?
What does a happy dream say?

When they cut the red ribbon
on that nice dreamy day

The earth becomes Shangri-la,
it's sunny and they all play

It's the biggest mean stunt
that I've ever seen.

You got maybe two thousand people
here and for what?

Our politicians do worse things that that.

But making fools
out of two thousand people is...

Our politicians make fools out of ten million.

And they do it every day.
We have it up to here.

So what would be your recipe
for a great Czech dream?

- This day.
- It's a rude awakening, but...

- Today was good.
- Goodbye, guys.

This is how we're joining
the European Union?

And you want us to vote for it?

What can they promise us,
that whole European Union?

They can't promise shit.

Line them up. Get it over with.

A bullet is cheaper than joining the EU.

- Are you mad you wasted your time?
- You know, I'm a fisherman.

I often sit and don't catch anything

so I'd have to be mad
all the time but I never am.

I'm just mad they lied to us.

I thought the era of lies was over,
but it's not.

If my supermarket did this to people,

- they'd turn it to rubble.
- Which supermarket do you work at?

- I can't tell you the name.
- Is it here in Prague?

I could get fired, so I'm sorry,
but I can't give you the name.

On Saturday the Czech Dream
Hypermarket opened its gates.

Their campaign was mysterious
and non-conventional.

The company's bubble-shaped logo
told their customers

not to go to the hypermarket
and not to spend.

On Saturday, the bubble burst.

How did the one-day wondermarket look?

I'd shut you down immediately.
I'd lock you up.

You can't make us into fools.
We want to join the EU.

But people like you won't go there.
Playing tricks on people.

- What's this? Who put this out?
- We put it out. We're behind it.

We ordered it, hired graphic designers
to make the packaging.

You can't buy it so we can't
make any money on it.

So you made it up to make a film about it?

It wasn't just about making the film.

It was also to see how the media
and the public would react to it.

We wanted to see how ten million people
here would react to it.

It means a lot to me
to have a chance to talk to you.

You have money, the good life.

- But you know nothing about us!
- No, but you can afford this.

I only borrowed it.
I have to return it tomorrow.

When you release something,
you are responsible for it.

We're responsible.
But it's not an ad for a hypermarket.

I hope you get prosecuted
and fined a million crowns.

- By who?
- A city council.

- What for?
- For fooling people.

Do you want to join Europe? You two?

You're kidding me. Take that to Habesh.

Don't be surprised if you get beaten up here.

You do this and act like nothing happened.
Look at all the people.

I mean, the reason I came here
was to see that it wasn't true.

I knew you could never sell
steaks for fifty crowns.

- Good businessmen don't do that.
- But we're not businessmen.

- What are you then? Grifters?
- No, we're filmmakers.

- We study at the film school.
- Wow, that's great!

Where did you students get
the money for all the ads?

- A Ministry of Culture grant.
- Great, wasting our tax money!

Which film school do you go to?

The billboard owners,
the printing companies

and the ad agencies make incredible money

neither of us will ever get hold of.

That's why you don't have any chance
to even touch this world

or to do something about it.

Czech Dream. Under this name,
two filmmakers created a huge scam.

MP - Media Committee.

Most troubling is the fact
it was financed with public funds.

MP - Media Committee:

It was a cynical raw deal.
People paid to be scammed.

Avoid the exhibition grounds.
The fortune teller warned me.

People here were really offended.

That's not surprising.
If they weren't, they weren't thinking.

Yeah, people should finally see
that these young folks are right.

It's not our problem any more.
We won't be here in ten years.

But the youth are concerned
with everything that's going on.

Too bad the Prime Minister did
not cut the ribbon. It would have been fun.

Student

Czech Dream showed
the massive power of advertising

and the campaign to join the EU
is just an ad to vote "Yes".

At least, this is how people my age see it.

Maybe more money should have
gone into public education

rather than dumping 200 million
into TV spots.

Prime Minister Vladim�r �pidla

The TV spots weren't 200 million.
They were about 60 or 70 million.

I'm sorry, Mr Prime Minister, but this
isn't about the campaign's structure.

The main point is that the
Czech Dream Hypermarket showed

that people follow ads
even if there is nothing tangible.

Is the Euro campaign different?
Is something behind it?

The problem lies elsewhere.

The commercials, as the numbers show,

are "only" a fraction
of what is spent on edification.

Banks practice fraud.
People steal. That leads to dishonesty.

But they were openly dishonest,
while banks keep it secret.

They'll get to that once the money runs out.

They're used to having it.
So if they're short they find a way.

They just need to win recognition
and to hook up with a manager.

That is what they're after.

- Why do you think they did it?
- Why?

People want to be better
than others around them.

So if his colleagues
make films about animals,

he makes films about stupid people, right?

This can't be forgiven.
Even though I said I was a patriot,

you can forgive all kinds of things,
but not cheating.

Did you gain any experience today?
Was it a lesson for you?

Experience? A lesson?
Don't believe filmmakers.

Well, I mean now I am certain that

politics has a lot to do with it,
unfortunately.

Now I am certain that I'll vote
against joining the EU.

Thank you. Goodbye.

Czech Dream - a stunt or a scam?

Czech Dream submerged by curses

No big discounts, just anger
People waited in vain

Do these projects have a purpose?
Educational project

Nasty scam

The Czech Dream's rude awakening

Major companies befuddled
by Czech Dream

Czech Dream symbolizes
the change in society after 1989

Czech Dream was a Potemkin Village

The Czech Republic Today

Will ten million really come?

Yes, Mr President, they're on the meadow.

The Communist Party
criticised Czech Dream

The opposition
Civic Democratic Party News

"Czech Dream" or "The Year of the Left"

A reform must be planned
or it is a gamble!

The Prime Minister CZK 63

The Minister of the Interior
CZK 19.50

The Minister of Social Affairs
CZK 21.50

The illusion makers

Discount stores about
to flood the Czech Republic