This was a very interesting movie. I really enjoyed it (although there are subtitles) but wish I would have known more of the culture and the events leading to this documentary.
Basic plot: Two Czech film students want to explore the extent of post-communist Prague. They create a super mart that
doesn't really exist and film the reaction. They become the "managers" of Czech Dream and are given makeovers to look the part. They hire an ad agency and radio ads, billboards and jingles are created and are found all over Prague. On the day of the opening 4000 people show up, many show up a few hours early. The "managers" go through the whole ribbon-cutting ceremony with the grand opening and hand out little souvenirs. The store, which is simply scaffolding with a billboard in front, is a walk away and the reactions range from mad to humored. Some say they even expected it and that Czechs are very gullible so it didn't surprise them. My favorite responders were those who were actually pleased with this idea, it got them out of the house or gave the elderly exercise.
It was interesting to see the reactions and the whole process was incredible. While reviewing the ads the "managers" wanted to add a line about how the people
wouldn't go away empty handed. The ad agency said they wouldn't include the line because they didn't want to lie to the people. The "managers" response, "You are already creating an ad for a store that doesn't exist and they would be coming away with an experience." Apparently that was too much for the ad agency. It was a good look into human nature and what people justify.