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Deep Dive: Czech Dream (2004)

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Czech Dream
Czech Dream is a documentary directed by Vít Klusák and Filip Remunda that captures a large-scale hoax aimed at the Czech public. The filmmakers created a fictitious hypermarket called Český sen and executed an extensive advertising campaign to promote it. They posed as businessmen and collaborated with an ad agency and a public relations agency to produce billboards, pamphlets, and television commercials, all promoting the grand opening of the hypermarket on May 31, 2003. The event attracted over 3,000 shoppers to an empty plain, where a canvas facade created the illusion of a large building. When attendees discovered the deception, reactions varied from understanding the filmmakers' message to anger and blame directed at the government. The film serves as a commentary on consumer culture and public gullibility, while also documenting the reactions of those who were misled.

Why Watch

  • •See the unique hoax of the Český sen hypermarket
  • •Find out how 3,000 people were misled in Prague
  • •Meet the creative minds behind this bold project

Did You Know

•The grand opening of the fake hypermarket attracted over 3,000 shoppers.
•The filmmakers distributed 200,000 pamphlets in Prague for the campaign.
•The advertising campaign included a jingle and television commercials.
•The film won prizes at festivals in five different cities.

Perfect For

Czech culture enthusiastsFans of social experimentsDocumentary film students