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Time Out says
A slick, sly and mostly successful doc by two film students who decide to test the greed and gullibility of their post-Communism compatriots by orchestrating a massive publicity campaign for the opening of a non-existent hypermarket. En route to the inevitably controversial revelation – to thousands of eager shoppers – that all the posters, songs, flyers, teasers and TV spots were a hoax, some interesting insights into the marketing world and consumer culture are gained, though it’s the almost philosophical reaction to the truth on the part of some of the deceived that is most fascinating.