Films in this programme

#094 Dream Business

Interpreting dreams in modern times

On average, we spend one third of our lives sleeping and 25% of this time dreaming. For centuries, people have tried to understand the meaning of our dreams and how to influence them. Nowadays, there is a general consensus describing dreams as a combination of our emotions, perceptions and memories. But how does the overpowering consumerism we live in alter our everyday perception? Is it still possible to be in power over what we perceive and hear? Who decides about our daily sensations and subsequently – our dreams?

The immense billboard peeking through the trees, the never-ending remix of a well-known song on the radio and yet another social media post providing us with body positivity. Advertisements, promotions and songs are our regular encounters and slowly become an unquestioned part of our unconscious memories. Claiming ownership over our inner self seems logical. Yet, to what extent are our memories, hence dreams, substituted from those in power? As audio-visual advertisements take over our natural and online environment, they also usurp the elements of our perception. Therefore, it is important to question whether our unconscious reflections truly belong to us, or whether we simply became another marionette of consumerist society. Critical reflection on who dominates 25% of one third of our lifetime existence is then necessary.

This programme was created by Klaudie Kovarova as part of her Internship in 2021

Films in this programme

Branded Dreams
(NL 2016, 2:13 MIN)
We see ads everyday and everywhere. They have become part of our life. While some people try to avoid seeing ads, advertisers keep...
Benjamin Earl
(GB 2018, 6:22 MIN)
Microtargeting, a hyper-personal marketing technique to harvest personal data, has been proven to be of little to no effect. Targets...
Tuning the Sleeping Machine
David Sherman
(US 1996, 12:54 MIN)
A suggestion of a psycho-physical cinema, an emul­sive journey of hypnotic illusion. Fragments of unidentified and yet strangely...
Johanna Reich
(GER, 2008, 4:00 MIN)
Holes are cut into the projection enclosing the female head. The cutting of holes through the projection, through the fabric, through...
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