the main problem with the documentary czech dream be that isn not really say what it think it say . in an audacious i hesitate to use the word inspire act of street theater and vit klusak and filip remunda and two student filmmaker from the czech republic and pull off a major corporate hoax to serve a the basis for their movie represent they deliberately fabricate a phony hypermarket ( the eastern european equivalent of costco or wal mart super store ) and build an entire ad campaign around it replete with billboard and radio and tv spot and an official logo and a catchy theme song and photo of fake merchandise and then wait around to see just how many dope would show up to their creation on open day . they even build a makeshift façade to convince people that the store itself actually exist . one might well ask and why do such a thing . well and that a very good question and but the answer the filmmaker provide isn not all that satisfy a one . essentially and be tell that the purpose of the stunt be to show how easily people can be manipulate into believe something even something that not true simply through the power of advertising . and the movie maker run for moral cover by claim that the real ( i. e. high ) purpose for the charade be to convince the czech people not to fall for all the advertisement encourage them to join the european union . fair enough especially when one consider that the actual advertiser who agree to go along with the stunt declaim against the unethical nature of lie to customer and all the while justify their collaboration in the deception by claim it to be a form of research into what do and do not work in advertising . in a way and by allow themselves to be catch on camera make these comment and these ad men and woman be a much dupe of the filmmaker a the poor unsuspecting people who be the primary target of the ruse . but and in many way and the satirical arrow not only do not hit it intend target and it ironically zero right back around on the very filmmaker who launch it . for it be they themselves and not the good hearted and naturally trust people who ultimately come off a the unethical and classless one here and a they proceed to make fool out of perfectly decent people and some of them old and handicap and force to travel long distance on foot to get to the spot . and what be all this suppose to prove anyway . that people be greedy because they go to the opening of a new supermarket look for bargain . or that theyre stupid and gullible because they do not suspect that there might not be an actual market even though one have be advertise . such vigilance would require a level of cynicism that would make it virtually impossible to function in the real world . no and i be afraid this smart alecky and nasty little stunt only prove what complete and utter jerk the filmmaker be for make some really nice people feel like idiot . and and indeed many of them and when they finally discover the trick that be play on them and react with a graciousness and good humor i be not sure i would be able to muster be i to find myself in their position . i be not say that the movie isn not grip something akin to witness a massive traffic accident in action but and when the dust have finally settle and all the disappointed customer return red face and empty hand to their home and we can safely declare that they be not the one who should be feel ashamed .