Czech documentary about an elaborate scam perpetrated by two young filmmakers, exploring the psychological powers of consumerism. Filip Remunda and Vit Klusak set up an advertising campaign for a new hypermarket in Prague, and managed to draw a crowd of 3,000 eager shoppers to witness the official opening day. When the crowds were finally let loose on the hypermarket, they were shocked to discover that it was actually an elaborate film prop, and that it did not in fact exist.
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