“Marketing is much more sophisticated than it was twenty years ago. We are fighting with the best psychologists,” thought the documentary filmmakers Remunda and Klusák, who confused the Czech Republic in 2004. They went to the paradise of discounts, the non-existent Český sen hypermarket .
“For me, the film is a statement about populism, which is fueled by political marketing,” said commentator Filip Remunda about the film Český sen. The directors celebrated 20 years since the first release of the film, which was put on launched the careers of both Remunda and his colleague Vít Klusák, with a screening at the Ji.hlava International Documentary Film Festival.And they didn’t just talk about the Czech Dream during the live recording of the Jonáš Zboril Interviews podcast.
“Several of the characters, including us, have aged to a great extent,” Klusák assesses the film. “The main representatives of the advertising agency Mark BBDO, who did the campaign for us, are basically influencing today. Martin Přikryl filmed spots in the campaign of the current president Petr Pavel, Petr Topinka was a gray credit on the campaign of Andrej Babiš and was much more important than Marek Prchal. And Hadj Moussa takes care of Spolu’s campaigns and Prime Minister Fiala’s marketing. These gentlemen and boys handled the marketing of fake yogurt and supermarkets. Today they care who we vote for.”
What would the people who came to buy at Czech Dream vote against? Filip Remunda asks himself. And he also answers to himself: “Maybe against support for Ukraine.” Remunda claims that marketing controls current politics, but also journalism, in which more and more people fight for clickbait. “Twenty years ago, flooding was an event for another year. Today, people in Jesenice have no place to stay and we can’t talk about it anymore, because events are so fast. It worries me when texts are created to turn something into a scandal, to take something attractive out of the conversation. That’s how it is today, but I don’t want to go to it.”
Filip Remunda presented his new film on Ji.hlava, the documentary Happiness and Goodness to All, which follows events in contemporary Russia. “If the cameras were pointed at a family at the time Hitler came to power, I would also be interested,” explained his motivation for making the film Remunda. “In what circumstances did they vote for Hitler, why did they vote?” them for it, what kind of frustration they lived with, how did propaganda take hold of that frustration and where did it all lead, or what did these people think after the villages -a lot of them. They were bombed and they just didn’t understand what mindset they were living in and what they were supporting.”
Why did Klusák stop promoting Remunda? Listen to the recording of the interview with the most important documentary makers from the festival in Ji.hlava.
Interviews with Jonáš Zboril
“The pillar of culture doesn’t have to be just about ideas, but also about questions. We don’t just have to refer indirectly to books, shows, films or wider phenomena, but also ask the artists themselves and other people who move in cultural traffic. Conversation belongs to culture,” says the head of the culture department of the website Seznam Zprávy.
You can also listen to Jonáš Zbořil’s interviews in the audio version at the beginning of the article, at Podcasty.cz, Apple Podcasts, Spotify and in all other podcast apps.
Photo: List of News
Podcast interview with the head of the culture department of the website Seznam Zpravy.
2024-11-03 18:46:00
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