Sat. Oct. 27

Now, this is rich. Maybe it’s not Clifford Irving/Howard Hughes rich, but it’s rich. Two of Eastern European’s top young documentary makers, Vit Klusak and Filip Remunda, decided to tackle rampant consumerism. How? They teamed up with a renowned ad agency to create an ad campaign for a “hypermarket.” The idea of this market was blasted around Prague for two weeks on TV, on billboards, in print, and on a website. There was a jingle, too – “Don’t Go, Don’t Rush, Don’t Spend” – which would seem to tip the savvy consumer off that something was amiss. Nevertheless, 4000 people showed up the first day on to find a façade on an open field. And there the filmmakers were to capture all that frustration and anger over being duped into going to the superstore of their dreams. The resulting film is called “Czech Dream,” and it’s screening at the Institute of Contemporary Art Friday Saturday Oct. 27 at 3:30 p.m. Tickets are $9. Oh, the photo: We're not certain, but we're guessing that's our intrepid filmmakers fleeing the angry mob.

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