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26 -\\\lH{1(x unnomr'u meant-sits» my :0 zoos Cinematheque Waterloo present Czech Dream May 24 (Iinematheque Waterloo is pleased to present exclusive directors Wt Klusék and Filip Reitiunda. brand. better than what they saw With their own eyes screenings of the uniquely comic documentary Czech Bernused by the embrace of “hypermarkets” tWalrMart “ The fiction was stronger than reality. and eveit when Dream at the Original Princess Cinema for two days only 7 like superstores‘) in their formerly Communist nation. they were running through waist high grass. realimtg that May 24 at 3 pm and May 26 at 7 pm. Klusak and Remunda created an aggressive marketing cainr there was just a canvas, some of them were looking for an Winner of several international film awards. (Izech paign for a newer. bigger. more elaborate hypermarket they underground entrance looking into the forest nearby Hop- Dream is the chronicle of an experiment conducted by its called Czech Dream. ing that the products were real even if the store was not." Public interest reached a fever pitch and The reactiort of a giant crowd to having been duped is f__._._..-._ ”N "T 4.000 excited consumers turning out for the one of the unpredictable surprises that has made (Ia-ch ’ . â€"â€"-â€".___ grand opening, lhe only hitch - Czech Dream Dream a festival favourite worldwide, earning raves from ,_ , Dr. B G Piefce didn't exist. papers as ideologically diverse as the Village Voice and the . x X . . . ln an interview with FutureMoviescom. New York Post, as well as experienced documentarians like [ Dl’. Patncra Ellison Remunda explained: “When l first saw the ads Michael Moore (Fahrenheit 9-1 It and Morgan Spiirlock . . . ' f. nnifer I u 'd for the hypermarket. I thought no one would (Super Size Me). D J8 c av e_ believe it. i . It was absolutely not convincing. . , ‘ Also deli tful are the outra eous claims the filmmakers tence amt tsron ‘- g l ' But we'd created this hypermarket in people's made to tip the public off to their prank. such as telling A . brains, and they really believed in this construc- shoppers not to come. -Eyc Elaintnaltws 'EMBJ/ 519-886-4170 tion. in this fake world. in the Czech Dream “We had some absurd prices, like a television for 500 - cmbcflms ‘07 Erb W. (Waterlool crowns. That's about 510," said Remundar “In the small ‘ “no“ in, no,“ Rec bunmk“ print. we said this was a seasonal television, solar pow Evening Hours Available ' cred, only to be used in tents on holidays, with a bat» wwwrpiercefamilyvisioncom tery life of two days The little details were designed “ I to show people that things were suspicious. ‘ ‘ “Also our campaign was based on negative infor» ( ' ' \.â€" r 1-7,} mm 5 mation â€" do not come. do not spend ~ and people VF __..._ . . believed in it.” "~ f‘l':\'r\ Cinematheque Waterloo's presentation is a rare (3 I ‘ I w non-festival screening for this fascinating document of ’ g _ our changing world. . ' ~-.‘ 6) W For more information visit ' a“ . Dell Sltced Store Made www.cinemathequewaterlooorg. - ’ I KW Ch'Idre" 5 Drama World”? COME” BEEF OR , New Quarterly shortlisted for presents PASTRAMI $1321kg 5.99 lb . . a National Magazme awards 'a Store Made Sptcy Salsanca or Texas Jalapeno S l . 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