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In 2003, filmmakers Filip Remunda and Vit Klusak masterminded and documented the largest consumer hoax in the history of the Czech Republic, a scam that drew thousands to a megamarket that didn't actually exist. Publicized by a renowned advertising agency via countless radio spots, fliers and more than 400 illuminated billboards, the store turned out to be nothing but a movie studio-quality facade in the center of a big green field.