Film students Filip Remunda and Vit Klusak embark on an outrageous final project for school: a video about their mass-marketing campaign (financed by government loans) for a nonexistent big-box retail store. They design an attractive logo, set up ubiquitous flyers and billboards, and start a smart TV commercial campaign employing reverse psychology—“Don't go,” “Don't rush,” “Don't spend”—and a catchy jingle. The result is this slyly subversive 2004 documentary charting Remunda and Klusak's meticulous advertising for their bogus “hypermarket,” which led several thousand unwitting would-be customers to show up for the grand opening at a storefront facade in the middle of a field. In Czech with subtitles. 87 min.