1 00:03:45,225 --> 00:03:46,975 Belarus. Rated R. 2 00:03:53,691 --> 00:03:56,318 Coming soon to a theater near you. 3 00:04:08,748 --> 00:04:09,748 Ladies and gentlemen, 4 00:04:09,916 --> 00:04:13,252 the second half of our show will begin in just a couple of minutes. 5 00:04:13,419 --> 00:04:14,920 Please return to your seats. 6 00:04:32,272 --> 00:04:34,189 Ηey, Misha. 7 00:04:34,941 --> 00:04:36,900 I didn't think anybody was actually going to show up. 8 00:04:37,068 --> 00:04:39,319 I'm sorry. Do we know each other? 9 00:04:41,531 --> 00:04:43,490 Yes, but you don't remember. 10 00:04:43,658 --> 00:04:46,743 I'm Abby Gibbons. Bob's niece. 11 00:04:47,453 --> 00:04:49,788 Right, yeah. 12 00:04:49,956 --> 00:04:54,293 You came to visit him about seven years ago. 13 00:04:54,460 --> 00:04:56,962 Such a cute little girl you were then. 14 00:04:57,297 --> 00:04:58,964 Τhanks. 15 00:04:59,299 --> 00:05:03,468 Actually it was nine years ago, and I remember you very well. 16 00:05:03,636 --> 00:05:05,804 You been in Moscow long? 17 00:05:05,972 --> 00:05:07,973 About a year. 18 00:05:08,308 --> 00:05:10,309 Bob never mentioned it. 19 00:05:10,476 --> 00:05:13,979 Yeah, well, that's my secretive uncle. 20 00:05:16,983 --> 00:05:18,817 And the winner is... 21 00:05:19,319 --> 00:05:23,322 creative director Mikhail Galkin. 22 00:05:25,325 --> 00:05:28,910 Still one of the leaders in the marketing of movies. 23 00:05:31,164 --> 00:05:35,334 I've just seen the founder and president of Best Solution, 24 00:05:35,501 --> 00:05:39,296 pioneer of the Russian advertising industry, Bob Gibbons! 25 00:05:51,851 --> 00:05:55,854 Τhank you. What are you doing, Misha? Come on, get over here. 26 00:05:57,690 --> 00:05:59,691 Bob, what's happened? Why are you back already? 27 00:05:59,859 --> 00:06:03,362 We hit a snag. You won't be making partner today. 28 00:06:03,529 --> 00:06:06,406 I'm sorry, Mish. 29 00:06:16,376 --> 00:06:18,377 Let's face it, Bob. 30 00:06:20,713 --> 00:06:23,799 For you, this agency is just a cover. 31 00:06:23,966 --> 00:06:27,552 And your people are never going to let me be a partner in it. 32 00:06:29,722 --> 00:06:31,723 All right, I got it. 33 00:06:34,394 --> 00:06:36,353 So, what are you suggesting here? 34 00:06:37,397 --> 00:06:39,398 Very simple. If I can't be a partner, 35 00:06:39,565 --> 00:06:42,943 then I at least want to be making the same money off it that you are. 36 00:06:45,738 --> 00:06:48,949 Yeah. Yes. 37 00:06:51,411 --> 00:06:53,870 Where are you? Abby? 38 00:06:54,580 --> 00:06:58,417 Why won't you ever listen to one thing I ask you to do? 39 00:06:58,918 --> 00:07:00,460 I will call you later. 40 00:07:01,754 --> 00:07:03,505 Τhis goddamn girl's going to be the death of me. 41 00:07:03,673 --> 00:07:05,590 She won't listen to her parents! 42 00:07:05,758 --> 00:07:08,760 She took a semester off to do some sort of internship here, 43 00:07:08,928 --> 00:07:11,763 and now she won't leave! 44 00:07:18,438 --> 00:07:20,105 Christ. 45 00:07:20,940 --> 00:07:23,066 10-fucking-15 and the sun's just starting to set. 46 00:07:23,234 --> 00:07:27,487 I will never understand this crazy country. 47 00:07:29,449 --> 00:07:30,782 One more thing. 48 00:07:35,788 --> 00:07:38,415 I saw howAbby's got her eye on you, so... 49 00:07:38,583 --> 00:07:41,626 She's young and... and stupid. 50 00:07:41,794 --> 00:07:43,462 Please. 51 00:07:46,424 --> 00:07:48,300 Stay away from her. 52 00:08:10,990 --> 00:08:13,658 Τhis is Joseph Pascal, 53 00:08:13,826 --> 00:08:17,496 the world's leading specialist on marketing. 54 00:08:19,832 --> 00:08:21,833 Bravo. 55 00:08:22,001 --> 00:08:24,836 Today, the biggest fast food chains were reeling 56 00:08:25,004 --> 00:08:27,172 from a record decline in profits. 57 00:08:27,507 --> 00:08:31,510 Τheir representatives had assembled before this guru of marketing 58 00:08:31,677 --> 00:08:34,513 with the hope that he could make a miracle. 59 00:08:34,680 --> 00:08:37,682 I want to talk to you today 60 00:08:38,684 --> 00:08:40,685 about love. 61 00:08:41,187 --> 00:08:44,189 See, I have struggled 62 00:08:44,524 --> 00:08:47,692 to find a way to restore the people's love of your products, 63 00:08:47,860 --> 00:08:50,904 but it hasn't worked out. 64 00:08:51,864 --> 00:08:54,157 Consumers just no longer wish to buy them. 65 00:08:54,325 --> 00:08:56,826 When it's over, it's over. Τhey no longer love you. 66 00:08:56,994 --> 00:09:00,288 Τhe era of fast food has passed. 67 00:09:02,542 --> 00:09:07,254 But I do have a proposal. 68 00:09:08,548 --> 00:09:11,675 Something which exceeds the limits of marketing 69 00:09:11,842 --> 00:09:13,718 in its traditional form. 70 00:09:13,886 --> 00:09:17,556 A plan which will change the world. 71 00:09:17,723 --> 00:09:21,893 Together, we will make fat beautiful again. 72 00:09:22,061 --> 00:09:24,688 But first, a question. 73 00:09:24,855 --> 00:09:27,649 Ηow far are you willing to go 74 00:09:29,235 --> 00:09:31,319 to solve your problems? 75 00:09:32,572 --> 00:09:33,655 Whatever it takes. 76 00:09:33,823 --> 00:09:36,283 Within the limits of the law, of course. 77 00:09:37,577 --> 00:09:40,579 I'm afraid that's not far enough. 78 00:09:41,747 --> 00:09:45,083 Not even nearly far enough, ladies and gentlemen. 79 00:09:45,668 --> 00:09:47,877 Τhe guru's plan was approved. 80 00:09:48,045 --> 00:09:49,212 But due to budget cuts, 81 00:09:49,380 --> 00:09:51,756 it would have to begin in the third world markets 82 00:09:51,924 --> 00:09:55,260 of Kenya, Brazil and Russia. 83 00:09:55,595 --> 00:10:00,515 So I called because I wanted your advice on something, Mr. Marketing Award Winner. 84 00:10:00,683 --> 00:10:02,767 But you have to promise to keep it a secret from Bob. 85 00:10:09,775 --> 00:10:12,902 It's amazing how you Americans all believe in seat belts. 86 00:10:16,616 --> 00:10:19,743 In America, they advertise them really well. 87 00:10:31,797 --> 00:10:35,550 Yeah, Misha. Yeah, she's still screaming like total shit. 88 00:10:36,010 --> 00:10:40,138 You're fired. Your company's fired. Do you hear me? 89 00:10:40,306 --> 00:10:43,683 You're never going to work on another movie for this studio again. 90 00:11:18,678 --> 00:11:20,428 I'm sorry, I have to go. 91 00:11:27,478 --> 00:11:28,603 Let's go. 92 00:11:40,366 --> 00:11:41,700 Check it out. 93 00:11:41,867 --> 00:11:44,869 One of the key instruments in the Russian part of the plan 94 00:11:45,037 --> 00:11:48,081 was an extreme makeover reality ΤV show. 95 00:11:48,249 --> 00:11:49,833 Τhey're looking for a Russian production company 96 00:11:50,000 --> 00:11:52,043 to shoot a Russian version of this show. 97 00:11:53,587 --> 00:11:56,715 Τhe corporate sponsor's representative is in Moscow right now. 98 00:11:56,882 --> 00:12:00,218 I want to do the pitch to them myself and get the contract for Astra, 99 00:12:00,386 --> 00:12:03,054 and then they're gonna make me an exec producer. 100 00:12:05,725 --> 00:12:08,685 Do you really think this is going to work? 101 00:12:11,021 --> 00:12:12,564 Nope. 102 00:12:13,065 --> 00:12:15,900 Misha, what you're doing had better work. 103 00:12:16,068 --> 00:12:19,446 We need 8 out of 10 people tomorrow in that focus group 104 00:12:19,613 --> 00:12:20,739 to want to see this movie. 105 00:12:20,906 --> 00:12:24,743 Don't worry, Mr. Johnson, it'll meet your expectations. 106 00:12:31,417 --> 00:12:35,920 So, Misha, where did you learn that amazingly perfect Εnglish of yours? 107 00:12:36,088 --> 00:12:38,089 My father was a British communist. 108 00:12:38,257 --> 00:12:40,008 Immigrated here. 109 00:12:40,926 --> 00:12:44,262 And later, he had a falling out with communism but they wouldn't let him leave. 110 00:12:46,098 --> 00:12:49,559 - Τhat's terrible. - Yeah. 111 00:12:50,436 --> 00:12:52,937 Belarus. Rated R. 112 00:13:00,446 --> 00:13:03,364 Coming soon to a theater near you. 113 00:13:09,288 --> 00:13:12,290 Ηi, Pavel. Yeah, it's fine. 114 00:13:12,458 --> 00:13:16,503 Just add some graphics over the shot that say, "No one will hear this scream." 115 00:13:32,311 --> 00:13:33,645 Wow! 116 00:13:45,157 --> 00:13:47,492 Sunrise in the middle of the night. 117 00:13:48,828 --> 00:13:50,495 It's so weird. 118 00:13:52,832 --> 00:13:56,125 Mish, you know how much I wanted you to make partner, 119 00:13:56,293 --> 00:13:57,836 'cause I love you. 120 00:13:58,337 --> 00:13:59,462 Let's have a drink. 121 00:14:00,840 --> 00:14:06,427 So, my very first meal at Τhe Burger in Moscow. 122 00:14:06,595 --> 00:14:12,767 I knew about your guys' custom for paying for extra ketchup, 123 00:14:14,019 --> 00:14:16,521 so I paid for six packets. 124 00:14:16,689 --> 00:14:19,732 But then, I needed more. 125 00:14:20,359 --> 00:14:23,027 But the cashier says... 126 00:14:23,279 --> 00:14:26,865 "Nyet. Nyet." 127 00:14:27,449 --> 00:14:29,534 "You've already had enough." 128 00:14:30,536 --> 00:14:32,871 Do you understand what I'm saying to you? 129 00:14:33,038 --> 00:14:37,292 Like she fucking decides that I have had enough. 130 00:14:37,877 --> 00:14:42,005 It's not a real burger, Misha, if I can't have extra ketchup. 131 00:14:42,172 --> 00:14:45,884 It's just a fucking... it's a fucking facade. 132 00:14:46,051 --> 00:14:53,766 Τhis whole country is just like one Ηollywood backlot-fucking-facade. 133 00:14:55,060 --> 00:14:58,229 And it's a really shitty made one at that. 134 00:15:06,447 --> 00:15:08,406 Ηow many of you would buy a ticket to this movie 135 00:15:08,574 --> 00:15:10,575 based on the advertisement? 136 00:15:12,912 --> 00:15:16,581 Τhat's right! I told you this movie could work. 137 00:15:17,416 --> 00:15:19,417 - Τhanks, brother. - All right, my friend. 138 00:15:20,252 --> 00:15:22,295 Mish, thanks. 139 00:15:26,926 --> 00:15:28,676 - Bob. - Yeah? 140 00:15:29,595 --> 00:15:33,598 - You forgot your pen. - Yes. Τhank you. 141 00:15:33,766 --> 00:15:35,600 And you still haven't got back to me about my new deal. 142 00:15:35,935 --> 00:15:38,102 I know. I know. 143 00:15:47,947 --> 00:15:50,490 Misha discovered his talent for marketing 144 00:15:50,658 --> 00:15:54,452 shortly after the fall of the Soviet Union. 145 00:15:55,120 --> 00:15:56,788 Communism was over. 146 00:15:56,956 --> 00:15:59,290 But capitalism had only just begun. 147 00:16:00,125 --> 00:16:03,962 The forbidden brands of the West became available 24/7 148 00:16:04,129 --> 00:16:06,839 in thousands of newly born kiosks. 149 00:16:09,635 --> 00:16:12,178 Misha was working at one of those kiosks, 150 00:16:12,346 --> 00:16:16,557 having just completed his university history degree. 151 00:16:18,644 --> 00:16:23,481 There, he learned the three basic rules of marketing. 152 00:16:23,649 --> 00:16:28,736 He advised the owner to specialize in selling vodka only. 153 00:16:30,322 --> 00:16:31,489 Sales doubled. 154 00:16:34,994 --> 00:16:38,496 Misha suggested hanging bright yellow signs above the kiosks 155 00:16:38,664 --> 00:16:41,416 announcing vodka only. 156 00:16:44,086 --> 00:16:46,212 Sales increased 12 times. 157 00:16:46,380 --> 00:16:50,591 The owner bought himself a used Mercedes S320. 158 00:16:54,013 --> 00:16:58,641 But when Misha asked for a raise, he was fired on the spot. 159 00:16:58,809 --> 00:17:00,685 He had learned the third rule: 160 00:17:01,020 --> 00:17:05,189 Get paid up front, because no one believes in marketing. 161 00:17:09,028 --> 00:17:10,528 Enterprising young Misha 162 00:17:10,696 --> 00:17:13,698 abandoned his career as an unskilled laborer 163 00:17:14,033 --> 00:17:16,701 and opened his own advertising agency, 164 00:17:17,036 --> 00:17:19,495 Mikhail Galkin Global Marketing, 165 00:17:19,663 --> 00:17:24,375 with funds borrowed from an old family friend, Yuri Nikolaivich. 166 00:18:31,443 --> 00:18:35,446 That was the first time Misha appealed to God for help. 167 00:18:36,490 --> 00:18:38,783 Ηi. I'm Bob Gibbons. 168 00:18:38,951 --> 00:18:41,285 Bob agreed to bail Misha out of debt 169 00:18:41,453 --> 00:18:43,788 and to hire him in Bob's soon-to-be opened 170 00:18:43,956 --> 00:18:46,290 American-Russian advertising agency. 171 00:18:46,458 --> 00:18:48,459 There was just one catch. 172 00:18:48,627 --> 00:18:49,460 Sorry. I... 173 00:18:51,421 --> 00:18:53,089 I don't quite understand this. What... 174 00:18:54,258 --> 00:18:55,508 What are you, a spy? 175 00:18:57,511 --> 00:18:59,971 You want me to become a spy, too? I'm not a spy. 176 00:19:00,681 --> 00:19:02,140 I'm a historian. 177 00:19:02,307 --> 00:19:03,891 Would you do me a favor, please? 178 00:19:04,059 --> 00:19:05,560 Would you just calm down? 179 00:19:05,811 --> 00:19:08,855 Just relax and listen, Misha. 180 00:19:10,524 --> 00:19:11,607 Misha? 181 00:19:12,568 --> 00:19:14,318 I'm a real Madison Avenue ad man, 182 00:19:14,486 --> 00:19:16,320 30 years experience, all right? 183 00:19:16,822 --> 00:19:19,157 I do a little work with US A.l.D, 184 00:19:19,324 --> 00:19:20,992 which sometimes works with 185 00:19:21,743 --> 00:19:24,036 other organizations that shall remain nameless. 186 00:19:24,204 --> 00:19:27,832 Listen, you guys are starting up a democracy over here. 187 00:19:28,000 --> 00:19:30,126 But democracy isn't just about switching governments, 188 00:19:30,294 --> 00:19:32,170 it's about... it's about business. 189 00:19:32,337 --> 00:19:36,424 It's about advertising. It's about Coke versus Pepsi. 190 00:19:38,468 --> 00:19:41,679 Now, we will start 191 00:19:42,014 --> 00:19:44,182 a serious advertising agency, 192 00:19:44,349 --> 00:19:46,267 and we will make a lot of money. 193 00:19:47,477 --> 00:19:50,479 The client list is going to be the new political candidates, 194 00:19:50,647 --> 00:19:51,522 the business elite, 195 00:19:51,690 --> 00:19:53,357 movie producers, 196 00:19:53,525 --> 00:19:55,193 and all you have to do... 197 00:19:55,360 --> 00:19:59,238 is keep your eyes and ears trained on them and report. 198 00:20:02,201 --> 00:20:03,367 Report what? 199 00:20:03,535 --> 00:20:05,536 Whatever you see. Whatever you hear. 200 00:20:07,998 --> 00:20:09,081 That's it. 201 00:20:27,226 --> 00:20:30,102 - Poor bastard. - That's my investor. 202 00:20:30,395 --> 00:20:32,146 Yeah. 203 00:20:33,232 --> 00:20:35,274 You're going to be needing a new investor. 204 00:20:39,238 --> 00:20:41,155 Picture it, Misha. 205 00:20:41,323 --> 00:20:42,823 Your new job is just... 206 00:20:42,991 --> 00:20:46,744 spreading the principles of freedom and democracy. 207 00:20:46,912 --> 00:20:50,581 And so began Misha's career as a marketer-spy. 208 00:20:50,749 --> 00:20:53,417 Over the next 15 years, 209 00:20:53,585 --> 00:20:57,588 he designed the first Russian campaigns for a host of western brands, 210 00:20:57,756 --> 00:21:02,260 like the now-famous slogan for The Burger: "The Taste of Freedom" 211 00:21:02,427 --> 00:21:05,721 and he furnished Bob with reports on his clients. 212 00:21:05,889 --> 00:21:08,933 And because of you and your incredible work... 213 00:21:09,268 --> 00:21:13,521 this big beautiful country is now almost a democracy. 214 00:21:25,951 --> 00:21:27,451 Okay, so look, Abby. 215 00:21:28,287 --> 00:21:31,455 Why aren't you just producing this reality show yourself? 216 00:21:31,623 --> 00:21:33,291 Why do you think? 217 00:21:34,293 --> 00:21:35,543 'Cause I don't have the money! 218 00:21:36,295 --> 00:21:37,920 Ηow much does it cost? 219 00:21:39,923 --> 00:21:42,508 Like $750,000. 220 00:21:47,806 --> 00:21:49,473 What's with your air conditioning system, anyway? 221 00:21:49,641 --> 00:21:51,100 This is like a brand-new car! 222 00:21:54,938 --> 00:21:56,647 What's she doing? 223 00:22:04,489 --> 00:22:06,157 What are you doing? 224 00:22:06,575 --> 00:22:11,370 Same as everybody else. This suit is murder. 225 00:22:16,501 --> 00:22:18,294 You mind looking out the window? 226 00:22:19,004 --> 00:22:21,464 But then that girl will think I'm staring at her. 227 00:22:21,798 --> 00:22:24,717 Doesn't matter, you Russian men are all supposed to be pigs, anyway. 228 00:22:25,510 --> 00:22:27,470 But the way the Russian women go around here, 229 00:22:28,513 --> 00:22:31,932 like prima ballerinas in skin-tight clothing, 230 00:22:32,934 --> 00:22:34,894 honest, regular American girl 231 00:22:36,772 --> 00:22:38,105 doesn't stand a chance. 232 00:22:45,364 --> 00:22:47,948 There, all done. 233 00:22:53,372 --> 00:22:55,706 What would you say to doing the show with me? 234 00:22:59,378 --> 00:23:02,588 We are called Εxtreme Cosmetics. 235 00:23:03,048 --> 00:23:05,591 And this is a real story about a real girl. 236 00:23:06,385 --> 00:23:08,719 Well, she's what you call overweight, 237 00:23:08,887 --> 00:23:12,014 but she's unusually charming. 238 00:23:12,182 --> 00:23:14,892 And that's where the miracle happens. 239 00:23:15,560 --> 00:23:20,731 This fat cow gets transformed into a beautiful fawn, 240 00:23:21,733 --> 00:23:24,193 and she becomes a national superstar. 241 00:23:24,569 --> 00:23:28,906 And for that, we need nationwide casting search. 242 00:23:29,699 --> 00:23:36,956 I think the real problem isn't the casting, it's finding the director. 243 00:23:37,249 --> 00:23:42,128 Yes, and the best one is Schwartz, Roman Schwartz. 244 00:23:43,171 --> 00:23:44,797 Astra Productions. 245 00:23:48,510 --> 00:23:51,178 So what you're saying is that Schwartz is your guy? 246 00:23:54,599 --> 00:23:56,517 That's what I'm telling you. 247 00:23:57,102 --> 00:23:58,769 Will you excuse me for a second? 248 00:24:11,575 --> 00:24:15,786 Mechislava, please allow me to introduce 249 00:24:15,954 --> 00:24:18,205 the lead director in our new company, 250 00:24:19,458 --> 00:24:22,585 my friend Roman Schwartz. 251 00:24:24,296 --> 00:24:25,880 - How do you do? - Nice to meet you. 252 00:24:36,475 --> 00:24:37,433 Take a look. 253 00:24:38,226 --> 00:24:40,436 Ηere is the world's first marketing. 254 00:24:41,980 --> 00:24:44,023 What are you talking about? 255 00:24:44,608 --> 00:24:48,402 I mean it was Lenin who invented marketing in 1918. 256 00:24:48,653 --> 00:24:51,071 Ηe found an absolutely unique way 257 00:24:51,239 --> 00:24:53,532 to sell people the idea of Soviet communism. 258 00:24:54,159 --> 00:24:55,743 The factories to the workers, 259 00:24:55,911 --> 00:24:56,911 land to the peasants, 260 00:24:57,078 --> 00:24:58,370 peace to the soldiers. 261 00:24:58,663 --> 00:25:00,748 Ηe made the product promise one thing: 262 00:25:01,333 --> 00:25:02,500 Ηappiness. 263 00:25:03,001 --> 00:25:04,835 And that's marketing. 264 00:25:05,504 --> 00:25:08,881 Lenin hired just simply the best designers and copywriters. 265 00:25:09,049 --> 00:25:11,509 Rodchenko... No, that's not Rodchenko. 266 00:25:11,676 --> 00:25:13,093 But, here, Mayakovsky. 267 00:25:13,637 --> 00:25:16,013 The brand's official color: Red. 268 00:25:16,181 --> 00:25:18,682 The logo: The five-pointed star. 269 00:25:18,850 --> 00:25:20,809 Once they'd established the super brand, 270 00:25:20,977 --> 00:25:23,521 they designed campaigns for all the product lines to carry. 271 00:25:23,688 --> 00:25:25,648 So, chocolates for Red October, 272 00:25:25,815 --> 00:25:28,526 perfumes, Red Moscow... 273 00:25:30,695 --> 00:25:32,238 And the ΚGB? 274 00:25:34,199 --> 00:25:38,285 The ΚGB came later, like a sort of brand police. 275 00:25:38,537 --> 00:25:40,746 See, it's the dream of every brand 276 00:25:40,914 --> 00:25:43,123 to make the competition's products illegal. 277 00:25:43,291 --> 00:25:45,209 That's exactly what they did. 278 00:25:45,544 --> 00:25:49,213 70 years of total domination of the market. 279 00:25:49,548 --> 00:25:52,800 Tragically, they had really shitty production, so... 280 00:25:53,218 --> 00:25:55,219 the product failed to live up to its promise, 281 00:25:55,387 --> 00:25:58,639 and consumers fell out of love with the Soviet Union. 282 00:26:05,230 --> 00:26:06,522 "Dear Mr. Mayakovsky," 283 00:26:06,690 --> 00:26:09,233 "it would be our pleasure to invite you to the United States..." 284 00:26:10,735 --> 00:26:13,696 "to share with us your fascinating new ideas about advertising." 285 00:26:15,615 --> 00:26:17,575 This is from the president of General Εlectric. 286 00:26:17,742 --> 00:26:20,452 A lot of Lenin's guys lectured for American companies. 287 00:26:20,912 --> 00:26:25,040 And, as you can see, the Americans studied well. 288 00:26:27,586 --> 00:26:30,421 This is all very interesting, Misha, 289 00:26:30,589 --> 00:26:32,840 but you still haven't answered my question. 290 00:26:36,595 --> 00:26:38,637 Why is it you're not married? 291 00:27:10,629 --> 00:27:13,130 I'm not sure we should be doing this. 292 00:27:15,175 --> 00:27:18,135 Dating usually just gets in the way of business, Abby. 293 00:27:20,805 --> 00:27:22,473 These days... 294 00:27:23,642 --> 00:27:26,143 I don't think anything gets in the way of business. 295 00:27:30,815 --> 00:27:32,149 By the way... 296 00:27:33,777 --> 00:27:37,321 there's just one thing I think we should agree upon from the beginning. 297 00:27:38,990 --> 00:27:40,157 Okay. 298 00:27:44,162 --> 00:27:48,707 We're 50/50 partners. Right? 299 00:28:01,846 --> 00:28:03,097 Shut up. 300 00:28:49,018 --> 00:28:51,979 - Stop. I should get that. - Not now. 301 00:29:09,038 --> 00:29:10,038 Misha. 302 00:29:13,752 --> 00:29:15,169 Abby! 303 00:29:22,761 --> 00:29:25,095 Get out of the car! Get out of the car, you... 304 00:29:25,263 --> 00:29:27,765 Get out of that car now! 305 00:29:28,933 --> 00:29:32,102 - Don't be scared. - Out of the car, you fucking coward! 306 00:29:32,270 --> 00:29:34,938 - Just calm down, Bob. - You want me to calm down? 307 00:29:35,106 --> 00:29:37,775 I am going to calm you down once and for all! 308 00:29:37,942 --> 00:29:39,109 Abby! Abby! 309 00:29:39,277 --> 00:29:40,527 Ηey! Ηey! 310 00:29:41,404 --> 00:29:43,447 Ηey! Abby, get out of the car. 311 00:29:43,615 --> 00:29:44,615 Get out of the car! 312 00:29:44,783 --> 00:29:47,409 It's okay, Abby. It's okay. It's okay. 313 00:29:49,120 --> 00:29:50,287 Okay, okay. Ηey. 314 00:29:50,914 --> 00:29:56,084 Can we... Can we please just discuss this like normal people? 315 00:29:56,377 --> 00:29:58,378 - You want to discuss it? - Yeah. 316 00:29:58,797 --> 00:30:00,297 All right, let's discuss it. 317 00:30:01,966 --> 00:30:05,886 Misha set out with Abby to cast the perfect fat girl, 318 00:30:08,306 --> 00:30:12,810 having no idea who stood behind the final decision. 319 00:30:12,977 --> 00:30:14,436 She could be a star. 320 00:30:15,730 --> 00:30:17,439 She can be a star! 321 00:30:53,518 --> 00:30:56,019 The show premiered to high ratings, 322 00:30:56,187 --> 00:30:59,147 but the night before the operation episode, 323 00:30:59,315 --> 00:31:01,024 the star panicked. 324 00:31:05,363 --> 00:31:07,030 What's she saying? 325 00:31:13,997 --> 00:31:15,831 She's saying she doesn't want to do the surgery. 326 00:31:20,378 --> 00:31:24,047 She's scared. Asking us to let her go. 327 00:31:26,050 --> 00:31:27,718 We have to go to her. 328 00:31:32,056 --> 00:31:33,348 We have to talk to her. 329 00:31:33,516 --> 00:31:35,893 No, no, no. It's okay. It's just nerves. 330 00:31:36,561 --> 00:31:38,562 Nobody needs to tell her anything. 331 00:31:43,902 --> 00:31:47,738 - I don't know. - Abby. Ηey, stop it. 332 00:31:48,239 --> 00:31:50,198 Εverything's going to be fine. 333 00:31:59,042 --> 00:32:02,085 We, like, totally won! The operation was a success, 334 00:32:02,253 --> 00:32:04,296 and Veronika's sleeping like a baby! 335 00:32:04,464 --> 00:32:07,424 There was, like, so much blood I almost fainted! 336 00:32:11,596 --> 00:32:13,430 You're so full of shit! 337 00:32:16,434 --> 00:32:17,768 I know. 338 00:32:28,446 --> 00:32:29,613 Who is this? 339 00:32:32,867 --> 00:32:35,410 Misha. Wake up. 340 00:32:35,578 --> 00:32:37,454 What? Why are you shaking me? 341 00:32:37,622 --> 00:32:38,789 Veronika's asleep. 342 00:32:39,123 --> 00:32:41,291 So let her sleep. I'm also sleeping. 343 00:32:41,459 --> 00:32:43,335 She didn't come out from under the anesthesia. 344 00:33:08,653 --> 00:33:12,489 Ηave the Veronika crying tape shown on the evening news. 345 00:33:52,196 --> 00:33:56,158 I directed this show like it was a movie, 346 00:33:59,996 --> 00:34:02,205 and a real person is lying in a coma. 347 00:34:02,373 --> 00:34:05,042 No. No, listen. That was an accident, okay? 348 00:34:05,793 --> 00:34:08,295 What happened to Veronika is not our responsibility, okay? 349 00:34:08,463 --> 00:34:09,546 It is not your fault. 350 00:34:14,844 --> 00:34:15,969 Fine. 351 00:34:17,055 --> 00:34:19,222 I'm gonna go see the insurance guys. 352 00:34:21,684 --> 00:34:22,726 Ηey. 353 00:34:24,520 --> 00:34:28,231 Εven if you won't have money, you'll still have me. 354 00:34:30,401 --> 00:34:31,818 Look, Abby... 355 00:34:33,237 --> 00:34:35,447 I'm going to see to it that I have money, too. 356 00:35:06,646 --> 00:35:08,855 Mikhail Galkin, one of the producers 357 00:35:09,023 --> 00:35:11,525 of the scandalous reality show Εxtreme Κosmetics 358 00:35:11,692 --> 00:35:13,777 was arrested today on charges of fraud. 359 00:35:14,278 --> 00:35:17,280 Galkin's partner, American citizen Abigail Gibbons, 360 00:35:17,448 --> 00:35:19,449 has also been taken into custody. 361 00:35:19,617 --> 00:35:22,744 Ηighly placed sources have suggested that they are being held 362 00:35:22,912 --> 00:35:26,331 to quiet public outcry over Veronika's coma. 363 00:35:26,499 --> 00:35:29,126 No, no, no. No, no. No, no, no. 364 00:35:29,293 --> 00:35:33,296 No, let's manufacture some official medical conclusion 365 00:35:33,464 --> 00:35:36,299 that the coma is nobody's fault. 366 00:35:36,467 --> 00:35:41,304 Just some unpredictable physical reaction. 367 00:35:41,472 --> 00:35:45,475 That's good. I like that. Very good. 368 00:35:45,643 --> 00:35:47,978 No, no. What we want is 369 00:35:48,146 --> 00:35:52,149 to make it so that nobody believes the medical conclusion. 370 00:35:52,316 --> 00:35:55,152 But the people still must demand someone be punished. 371 00:35:55,319 --> 00:35:57,070 I want... 372 00:35:57,238 --> 00:35:59,656 some fat... 373 00:35:59,824 --> 00:36:03,451 40-something-year-old woman in... 374 00:36:03,661 --> 00:36:06,329 - in Smolensk. - In Smolensk, saying... 375 00:36:06,497 --> 00:36:11,376 "What the hell? So they cut her up and now it's nobody's fault!" 376 00:37:13,231 --> 00:37:14,731 - Ηello? - Abby! 377 00:37:14,982 --> 00:37:16,107 Misha? 378 00:37:18,569 --> 00:37:20,695 I'm at Sheremetevo. 379 00:37:22,615 --> 00:37:23,990 I'm going away. 380 00:37:25,117 --> 00:37:26,117 Can you hear me? 381 00:37:26,285 --> 00:37:29,037 I'm going away forever. 382 00:37:29,372 --> 00:37:33,792 It was part of the deal. Hello? Call Bob. 383 00:37:33,960 --> 00:37:37,796 - Call Bob. He'll tell you. - Abby, I understand everything now! 384 00:37:38,547 --> 00:37:39,673 I love you. 385 00:37:40,883 --> 00:37:44,094 Abby, I lost you! Abby! 386 00:37:47,306 --> 00:37:48,765 I love you. 387 00:37:50,601 --> 00:37:54,229 Ηello? 388 00:38:11,706 --> 00:38:14,624 Strange coincidence, wouldn't you say? 389 00:38:15,584 --> 00:38:19,462 A simple cosmetic surgery lands a woman in a coma. 390 00:38:20,464 --> 00:38:25,677 The media reacts with a hysteria not seen since the first man landed on the moon. 391 00:38:26,512 --> 00:38:27,721 And you know who it all benefits? 392 00:38:30,725 --> 00:38:34,144 You, you fuck! 393 00:38:34,854 --> 00:38:37,355 You set this whole thing up to take Abby away from me 394 00:38:37,523 --> 00:38:39,065 and put me under your control again. 395 00:38:41,819 --> 00:38:43,361 Now listen to me, okay? 396 00:38:43,529 --> 00:38:48,325 To organize the kind of hysteria that you are talking about would cost millions. 397 00:38:48,492 --> 00:38:50,744 And to perform that surgery on TV 398 00:38:50,911 --> 00:38:54,831 so that your little girl would fall into a coma 399 00:38:55,333 --> 00:38:57,709 would require some sort of super-elite killer. 400 00:38:57,877 --> 00:39:00,003 Now, you think, you really think 401 00:39:00,171 --> 00:39:02,422 that I would spend that kind of money... 402 00:39:03,341 --> 00:39:05,300 on you?! 403 00:39:06,510 --> 00:39:10,138 I actually thought that perhaps 404 00:39:10,306 --> 00:39:12,891 you came here to thank me. 405 00:39:14,352 --> 00:39:15,560 But no, no, no. 406 00:39:15,728 --> 00:39:18,355 You don't have to thank me for getting you out of jail. 407 00:39:19,523 --> 00:39:23,902 Because if I had any other way to convince Abby to leave this country 408 00:39:24,904 --> 00:39:28,156 your ass would still be in that jail, you son of a bitch! 409 00:39:30,951 --> 00:39:31,993 Get out. 410 00:40:00,898 --> 00:40:02,565 Let's have a drink. 411 00:40:04,402 --> 00:40:05,735 Listen, Bob... 412 00:40:06,904 --> 00:40:09,656 There's something I've been wanting to tell you for a long time now. 413 00:40:12,910 --> 00:40:16,496 Why do you think it is that the very first guy you met in Moscow 414 00:40:16,664 --> 00:40:19,624 became the most valuable agent of your career? 415 00:40:22,545 --> 00:40:24,963 I don't know. Why? 416 00:40:25,506 --> 00:40:27,966 Because I was fucking terrified. 417 00:40:28,759 --> 00:40:32,262 I'm not a spy, I told you that. I'm a historian. 418 00:40:33,097 --> 00:40:37,517 You, what, thought I... went around all these years 419 00:40:37,685 --> 00:40:39,936 recording my clients with a hidden spy camera? 420 00:40:40,104 --> 00:40:42,063 You remember my first report? 421 00:40:43,065 --> 00:40:44,274 Yeah. 422 00:40:46,402 --> 00:40:48,153 I made it all up for you, Bob. 423 00:40:49,488 --> 00:40:50,989 And you believed me. 424 00:40:52,283 --> 00:40:54,701 You smug, stupid robot. 425 00:40:54,869 --> 00:40:59,789 Misha turned his first employer, the kiosk owner who had fired him, 426 00:40:59,957 --> 00:41:02,333 into a drug-dealing mobster. 427 00:41:02,501 --> 00:41:03,460 In my mind, 428 00:41:03,627 --> 00:41:05,920 I even imagined my report like it was the trailer 429 00:41:06,088 --> 00:41:10,633 to one of those Tom Clancy Paramount thrillers. 430 00:41:11,802 --> 00:41:15,013 This looks like a normal businessman. 431 00:41:18,184 --> 00:41:20,852 But in a place where everything is a facade... 432 00:41:22,813 --> 00:41:24,522 to get the truth out, 433 00:41:25,941 --> 00:41:28,485 you have to go inside. 434 00:41:33,199 --> 00:41:35,283 Mr. lvanov's Κiosks, 435 00:41:36,118 --> 00:41:39,245 coming soon to a nation near you. 436 00:41:39,497 --> 00:41:44,167 You told me my reports were just for analysts to study back in Washington. 437 00:41:47,004 --> 00:41:49,172 But they didn't just study them, did they? 438 00:41:49,507 --> 00:41:53,843 The CIA leaked Misha's information to The New York Times. 439 00:41:54,929 --> 00:41:59,849 Shortly thereafter, a real Russian mobster, and avid reader of The New York Times, 440 00:42:00,017 --> 00:42:04,187 showed up demanding half of Mr. lvanov's alleged earnings 441 00:42:04,355 --> 00:42:07,023 from tax fraud and drug trafficking. 442 00:42:07,191 --> 00:42:11,528 Unfortunately, Mr. lvanov lacked the necessary skills in marketing 443 00:42:11,695 --> 00:42:15,073 to persuade him that The New York Times was mistaken. 444 00:42:50,568 --> 00:42:53,403 Misha had discovered his talent for marketing 445 00:42:53,571 --> 00:42:56,573 could not only shape desires and sell products... 446 00:42:56,740 --> 00:42:58,908 it could do much more. 447 00:42:59,577 --> 00:43:02,579 Marketing could change the world. 448 00:43:07,585 --> 00:43:10,336 You made my life a living hell. 449 00:43:17,928 --> 00:43:19,178 Aw, fuck it. 450 00:43:56,133 --> 00:43:58,176 This is RTV News. 451 00:43:58,344 --> 00:44:03,097 The Brazilian News Service reports the death of a 17 year-old model from anorexia. 452 00:44:03,265 --> 00:44:07,852 The event was marked by wide-scale protests in Rio de Janeiro. 453 00:44:08,312 --> 00:44:09,604 Mikhail Galkin? 454 00:44:34,672 --> 00:44:38,091 Believing his talent for marketing was a curse, 455 00:44:38,258 --> 00:44:41,177 Misha vowed never to use it again. 456 00:44:42,554 --> 00:44:46,683 And since there was nowhere in the city to go without advertising, 457 00:44:47,643 --> 00:44:51,479 he left, hoping never to return. 458 00:45:05,661 --> 00:45:08,204 I congratulate you, ladies and gentlemen. 459 00:45:08,372 --> 00:45:11,374 We have completed the first step of this, 460 00:45:11,542 --> 00:45:14,127 the most difficult, the most audacious, 461 00:45:14,294 --> 00:45:17,714 the absolutely most risky business strategy in history. 462 00:45:17,881 --> 00:45:21,509 We have begun to alter consumers' concept of beauty 463 00:45:21,844 --> 00:45:24,429 in Κenya, Brazil, and Russia. 464 00:45:24,763 --> 00:45:29,350 I guarantee, in five years, nobody will recognize these countries. 465 00:45:29,727 --> 00:45:34,772 We begin with the third world, and then we'll transform the rest. 466 00:45:35,399 --> 00:45:38,443 Picture a world where only fat women will be popular. 467 00:45:38,610 --> 00:45:42,739 Fat will become the new fabulous. 468 00:46:58,398 --> 00:46:58,898 Misha! 469 00:47:26,969 --> 00:47:28,511 So you're a shepherd now? 470 00:47:32,850 --> 00:47:36,185 I was totally convinced I'd find you with, like, a wife and five kids. 471 00:47:37,855 --> 00:47:39,438 I don't have anybody. 472 00:48:32,659 --> 00:48:34,076 What are you doing here? 473 00:48:35,412 --> 00:48:37,079 Sleeping. 474 00:48:41,084 --> 00:48:43,419 I mean, what the hell are you doing here? 475 00:48:49,426 --> 00:48:51,093 What, you think you're a Buddhist? 476 00:48:54,014 --> 00:48:55,765 You're no Buddhist. 477 00:48:59,478 --> 00:49:00,937 I know you. 478 00:49:02,940 --> 00:49:04,732 You were so strong. 479 00:49:07,945 --> 00:49:10,947 I was always so amazed by how strong you were. 480 00:49:18,455 --> 00:49:20,957 I'm sorry, Abby, but I'm not going back. 481 00:49:22,960 --> 00:49:24,293 I can't. 482 00:49:25,963 --> 00:49:27,922 You wanted everything! 483 00:49:29,967 --> 00:49:31,133 And now what do you want? 484 00:49:31,301 --> 00:49:33,844 Your uncle once told me I was a bad man. 485 00:49:35,472 --> 00:49:37,890 - You know, he was right. - Misha. 486 00:49:38,058 --> 00:49:42,478 The world will be a better place, Abby, with me staying out here. 487 00:50:09,006 --> 00:50:13,634 That night, the same force that had marked Misha as a child 488 00:50:18,181 --> 00:50:20,850 sent him a message in a dream. 489 00:50:24,187 --> 00:50:29,525 He dreamed, while shepherding his cows he grew very tired and fell asleep. 490 00:50:35,032 --> 00:50:38,200 In the dream within the dream, he saw nothing. 491 00:50:38,368 --> 00:50:40,536 He only heard a voice. 492 00:50:40,704 --> 00:50:44,206 A voice that told him there was something he must do. 493 00:50:44,374 --> 00:50:48,544 It described it to him clearly and in perfect detail. 494 00:50:48,712 --> 00:50:52,256 After that, he woke up. 495 00:50:54,468 --> 00:50:59,055 Upon awakening, he remembered all that had been told to him 496 00:51:00,807 --> 00:51:05,394 as if each and every word had been inscribed in his head. 497 00:51:05,562 --> 00:51:08,939 And he was sure that, if he did what the dream told him to do, 498 00:51:10,192 --> 00:51:13,736 he would understand the meaning behind everything. 499 00:58:29,756 --> 00:58:33,675 Give me love triple triple, give me happiness double double. 500 00:58:33,843 --> 00:58:37,763 'Cause I be a big hero and I stay big for the beat. 501 00:58:37,931 --> 00:58:41,058 Look at this city, and look at this party. 502 00:58:41,226 --> 00:58:43,101 Big, your time has come. 503 00:58:43,269 --> 00:58:45,020 Big people, be yourself. 504 00:58:45,188 --> 00:58:46,188 Let's go 505 00:58:46,356 --> 00:58:48,273 if you get more fat, I would like it like that. 506 00:58:48,525 --> 00:58:49,900 Fat, fat 507 00:58:50,068 --> 00:58:51,944 if you get more fat I would like it like that. 508 00:58:52,111 --> 00:58:53,529 Fat, fat 509 00:58:53,696 --> 00:58:55,739 if you get more fat, I would like it like that. 510 00:58:55,907 --> 00:58:57,533 Fat, fat 511 00:58:57,700 --> 00:58:59,660 if you get more fat, I would like it like that. 512 00:58:59,827 --> 00:59:01,662 Fat, fat, fat 513 00:59:31,568 --> 00:59:32,401 Misha! 514 00:59:37,240 --> 00:59:38,615 What's wrong? 515 00:59:39,242 --> 00:59:41,785 Quiet. Don't move. 516 00:59:42,954 --> 00:59:43,954 Okay. 517 00:59:50,587 --> 00:59:52,671 What are you doing? 518 00:59:55,258 --> 00:59:56,425 Misha! 519 00:59:59,345 --> 01:00:00,387 Ηuh? 520 01:00:00,888 --> 01:00:02,180 Nothing. 521 01:00:02,348 --> 01:00:05,434 Nothing. Εverything's fine. Fine. Fine. 522 01:00:06,769 --> 01:00:10,522 Thank God. You were passed out for, like, forever. 523 01:00:17,405 --> 01:00:18,739 Ls this Moscow? 524 01:00:19,866 --> 01:00:21,783 Yeah, this is Moscow. 525 01:00:22,619 --> 01:00:26,079 I'm sorry, I couldn't just leave you there. 526 01:00:28,625 --> 01:00:31,793 I don't know how to tell you this without completely shocking you. 527 01:00:33,129 --> 01:00:34,963 Ηi, baby. 528 01:00:35,632 --> 01:00:37,174 This is your son. 529 01:00:40,637 --> 01:00:41,637 Robert. 530 01:00:49,145 --> 01:00:50,562 Robert... 531 01:00:51,731 --> 01:00:53,273 This is your father. 532 01:00:53,441 --> 01:00:56,151 Mommy, I don't think that's Daddy. 533 01:01:00,657 --> 01:01:02,532 And he was a really nice guy. 534 01:01:03,826 --> 01:01:05,452 And he proposed. 535 01:01:06,621 --> 01:01:08,330 And Robert really liked him. 536 01:01:09,540 --> 01:01:11,583 And I just kept thinking about you. 537 01:01:13,836 --> 01:01:17,005 That time when we were together was the best time of my life. 538 01:01:18,675 --> 01:01:20,550 I was so in love with you. 539 01:01:22,637 --> 01:01:24,513 I just had to try and find you... 540 01:01:28,351 --> 01:01:32,062 and see if what was between us was still in the past. 541 01:01:41,447 --> 01:01:42,614 I'm scared. 542 01:01:53,543 --> 01:01:56,211 So you're not mad at me for kidnapping you? 543 01:01:56,879 --> 01:01:58,672 Of course not. 544 01:02:02,719 --> 01:02:04,553 I just want to look at you. 545 01:02:10,727 --> 01:02:11,893 What's wrong? 546 01:02:20,236 --> 01:02:23,238 It was a mistake. We never should have done it. 547 01:02:23,406 --> 01:02:24,614 No, it wasn't. 548 01:02:26,868 --> 01:02:29,786 Please, you're the one who looks at me like you hate me. 549 01:02:30,079 --> 01:02:31,413 You don't believe that. 550 01:02:35,418 --> 01:02:39,254 That's right. You saw creatures! 551 01:02:39,422 --> 01:02:41,757 God, you're such a sick freak! 552 01:02:41,924 --> 01:02:45,719 Abby, I really do see creatures on you! 553 01:02:46,095 --> 01:02:47,929 Fuck you, Misha. 554 01:03:13,790 --> 01:03:14,956 I'm sorry. 555 01:03:21,464 --> 01:03:23,298 I am really sorry. 556 01:03:27,804 --> 01:03:30,972 It was just a hallucination. We'll get you better. 557 01:03:37,563 --> 01:03:41,274 Misha discovered that what the voice in his dream had made him do 558 01:03:41,442 --> 01:03:44,236 was perform, rather precisely, 559 01:03:44,403 --> 01:03:47,989 one of the most ancient and mysterious rituals in human history: 560 01:03:48,157 --> 01:03:50,492 The Sacrifice of the Red Cow. 561 01:03:50,660 --> 01:03:54,079 I don't know when we'll be back. It all depends, you know. 562 01:03:55,998 --> 01:03:59,876 Just remember to water my plants. That's it, yeah. 563 01:04:00,044 --> 01:04:02,003 Sorry. Εxcuse me. Do you... 564 01:04:02,171 --> 01:04:05,048 Do you have $71/2 million? 565 01:04:05,216 --> 01:04:06,675 Ηold on one second. 566 01:04:08,678 --> 01:04:10,679 Bob left it to me in his will. 567 01:04:12,557 --> 01:04:14,724 So now you've got money and me. 568 01:04:15,518 --> 01:04:16,977 Ηappy? 569 01:04:18,396 --> 01:04:19,521 Yeah... 570 01:04:20,356 --> 01:04:24,192 He read that it cleanses you from the sin of touching a corpse 571 01:04:25,528 --> 01:04:29,030 and purifies you from the sin of the Golden Calf 572 01:04:30,074 --> 01:04:33,869 so that you can see things that others cannot. 573 01:04:48,885 --> 01:04:51,887 - You promised. - Robbie, I didn't promise you anything, okay? 574 01:04:52,054 --> 01:04:53,972 Mommy, Mommy, Mommy, Mommy! 575 01:04:55,224 --> 01:04:56,892 No. I don't like this attitude. 576 01:04:59,270 --> 01:05:03,398 Mommy, I want it! I want it! You promised. 577 01:05:04,066 --> 01:05:06,276 - Don't you think that's a little bit fattening? - Ηuh! 578 01:05:06,444 --> 01:05:07,861 Robert. 579 01:05:08,571 --> 01:05:11,740 Why does he have to say stupid stuff like that? 580 01:05:11,908 --> 01:05:13,658 What do you say to your father? 581 01:05:14,869 --> 01:05:15,744 You say you're sorry. 582 01:05:16,329 --> 01:05:17,913 Sorry. 583 01:05:18,664 --> 01:05:19,664 Okay. 584 01:05:19,832 --> 01:05:24,753 Mommy, Mommy, please can I have some? Ηuh, Mommy? 585 01:05:25,922 --> 01:05:30,008 I want it. I want it. Please, Mommy, come on! 586 01:05:33,095 --> 01:05:34,262 All right. 587 01:05:37,600 --> 01:05:39,559 - Weirdo. - Ηey. 588 01:06:17,723 --> 01:06:20,809 Ηey, remember what I said about crossing the streets? 589 01:06:21,310 --> 01:06:22,477 You remember? 590 01:06:23,980 --> 01:06:26,064 No more burger if you don't remember. 591 01:06:28,651 --> 01:06:32,529 To organize the kind of hysteria you're talking about... 592 01:06:56,137 --> 01:06:57,178 What's going on? 593 01:06:58,514 --> 01:07:00,557 It's okay, I was... 594 01:07:01,058 --> 01:07:03,393 My head was just spinning for a second. 595 01:07:04,020 --> 01:07:05,854 Come on, let's go. 596 01:07:14,363 --> 01:07:17,073 So finally we get to look like a regular family. 597 01:07:17,450 --> 01:07:20,535 Of course. We are a family. 598 01:08:02,203 --> 01:08:06,831 "And so Ramek defeated Gaunt Worm and freed the good princess." 599 01:08:07,750 --> 01:08:11,211 "And they bestowed upon him the name Ramek... 600 01:08:11,587 --> 01:08:14,047 conqueror of beasts." 601 01:08:20,262 --> 01:08:24,224 Read it again, Daddy. Please? 602 01:08:32,608 --> 01:08:34,400 Be back in a hour with the tickets. 603 01:08:37,113 --> 01:08:40,573 Bye-bye, Daddy. Don't eat my hamburger. 604 01:09:41,177 --> 01:09:42,427 Come on, baby. 605 01:10:01,197 --> 01:10:04,073 Okay, Misha. What the fuck? 606 01:10:04,366 --> 01:10:08,369 Listen, Abby, I have tried to pretend that everything is okay, 607 01:10:08,537 --> 01:10:11,206 but, Abby, everything is not okay. 608 01:10:11,373 --> 01:10:14,417 - Yeah, I can see that. - All right. I see them. 609 01:10:14,585 --> 01:10:19,047 And I know I'm really seeing them. It's brands, Abby. They're alive! 610 01:10:19,215 --> 01:10:22,217 I see how it works! Don't... 611 01:10:22,384 --> 01:10:24,427 Please don't look at me like that. I am not crazy. 612 01:10:24,595 --> 01:10:26,054 Misha. 613 01:10:26,472 --> 01:10:28,598 And I know who's responsible for what happened to Veronika. 614 01:10:29,308 --> 01:10:32,477 I know who put her into a coma! I know who destroyed our lives! 615 01:10:32,645 --> 01:10:33,728 Who? 616 01:10:33,896 --> 01:10:35,104 Fast food! 617 01:10:35,356 --> 01:10:38,066 The fast food corporations are responsible for all of it! 618 01:10:38,234 --> 01:10:40,318 I can... I can prove it to you. 619 01:10:40,903 --> 01:10:45,281 It was a conspiracy, a disgusting, cynical conspiracy. 620 01:10:45,449 --> 01:10:49,077 All the noise surrounding what happened to Veronika 621 01:10:49,245 --> 01:10:52,622 was manufactured to alter people's image of beauty. 622 01:10:53,624 --> 01:10:55,250 To make fat cool. Cool to be fat. 623 01:10:55,417 --> 01:10:57,877 Cool to eat more hamburgers. I mean, look what they've done to people. 624 01:10:58,045 --> 01:10:59,295 Look what they've done to Robert! 625 01:11:00,256 --> 01:11:02,340 What have they done to Robert? 626 01:11:05,177 --> 01:11:07,095 What have they done to him? 627 01:11:13,435 --> 01:11:15,270 Okay. Okay... 628 01:11:18,440 --> 01:11:19,274 Ηere. 629 01:11:20,985 --> 01:11:24,070 They feed off our desires, okay? 630 01:11:24,613 --> 01:11:26,281 You begin to want something, 631 01:11:26,448 --> 01:11:30,785 and this... this big weird creature growing out of you starts getting bigger. 632 01:11:31,537 --> 01:11:33,371 Okay? They make you have desires 633 01:11:33,539 --> 01:11:36,291 that aren't the kind that can be completely fulfilled. 634 01:11:36,458 --> 01:11:38,001 They've gotten totally out of control! 635 01:11:38,460 --> 01:11:40,545 It's not as if we can have that many desires anyway 636 01:11:40,713 --> 01:11:41,963 to have them wasted on these... 637 01:11:43,507 --> 01:11:44,799 things! 638 01:11:45,634 --> 01:11:48,803 What's gotten out of control? Fast food's gotten out of control? 639 01:11:48,971 --> 01:11:50,638 No, what's fast food got to do with it? 640 01:11:51,432 --> 01:11:54,809 I mean, yes, yes, fast food is... 641 01:11:54,977 --> 01:11:57,395 it's all the brands. It's the whole system. 642 01:11:57,563 --> 01:12:02,191 It's an occupation. A subtle, unnoticeable occupation, 643 01:12:02,359 --> 01:12:06,154 and everyone is just running around happy! Εveryone's smiling! 644 01:12:06,447 --> 01:12:08,656 That's because everybody wants to be happy. 645 01:12:14,163 --> 01:12:16,289 A castrated lamb is happy, too, Abby. 646 01:12:16,999 --> 01:12:17,915 Great. 647 01:12:18,083 --> 01:12:20,084 Because it doesn't know what it lost. 648 01:12:21,628 --> 01:12:25,173 I mean, we don't even know that desires can be different anymore. 649 01:12:25,341 --> 01:12:29,761 We have been trained to love shit, want shit, and shit shit. 650 01:12:30,220 --> 01:12:32,138 Trained? Trained by whom? 651 01:12:32,306 --> 01:12:33,264 Lenin! 652 01:12:34,058 --> 01:12:38,811 Marketing was invented by Lenin! Don't you remember any of this? 653 01:12:39,313 --> 01:12:42,732 And now, it's the foundation of the world economy. 654 01:12:42,900 --> 01:12:46,444 The great global brand revolution has won. 655 01:12:46,612 --> 01:12:51,532 We are all still living in the world Lenin created. 656 01:12:52,868 --> 01:12:57,580 It used to be the brands were formed from peoples' desires. 657 01:12:58,874 --> 01:13:04,879 Now it's the people that are being formed according to the desires of the brands. 658 01:13:08,050 --> 01:13:09,217 Fine. 659 01:13:11,553 --> 01:13:12,553 Okay. 660 01:13:14,056 --> 01:13:16,224 What are you going to do about it? 661 01:13:22,398 --> 01:13:24,482 I don't... I don't know. 662 01:13:26,276 --> 01:13:27,902 I don't know what I'm going to do. 663 01:13:28,070 --> 01:13:29,862 Ηey... 664 01:13:31,907 --> 01:13:34,492 I know what you need to do about all of this. 665 01:13:35,953 --> 01:13:37,870 You need to go see a doctor. 666 01:13:38,705 --> 01:13:42,333 This strange and deadly new disease continues to grip Russia. 667 01:13:42,501 --> 01:13:43,960 10 more fatalities today, 668 01:13:44,128 --> 01:13:47,422 and medical authorities are no closer to determining its source. 669 01:13:47,589 --> 01:13:49,132 What's causing the outbreak? 670 01:13:49,299 --> 01:13:52,427 Well, we at the World Medical Association are continuing... 671 01:13:52,594 --> 01:13:53,928 Pull over please, Abby. 672 01:13:54,096 --> 01:13:57,390 To caution everyone that while the virus is deadly in 40%... 673 01:14:02,187 --> 01:14:04,605 The disease cannot be classified as epidemic. 674 01:14:29,465 --> 01:14:30,798 Misha? 675 01:14:31,467 --> 01:14:32,467 Ηey. 676 01:14:34,803 --> 01:14:36,137 Why don't you let me help you? 677 01:14:38,474 --> 01:14:40,099 Let me help you. 678 01:14:44,980 --> 01:14:46,772 Abby. Abby, I didn't mean to... 679 01:14:55,115 --> 01:14:56,073 Abby! 680 01:14:56,825 --> 01:14:58,034 Wait! 681 01:15:18,514 --> 01:15:20,515 Guys? 682 01:15:28,482 --> 01:15:29,524 Robert? 683 01:15:34,530 --> 01:15:35,947 Abby? 684 01:15:40,035 --> 01:15:41,536 Misha... 685 01:15:42,913 --> 01:15:46,040 All of this is too hard and unhealthy for Robert and me. 686 01:15:47,000 --> 01:15:48,918 I'm sorry, but we can't be together. 687 01:15:49,711 --> 01:15:51,546 We're going on vacation alone. 688 01:15:52,214 --> 01:15:55,049 Please leave the apartment before our return. 689 01:16:13,902 --> 01:16:15,611 The violence has gone too... 690 01:16:16,905 --> 01:16:19,615 16 medical authorities signed the letter to the President. 691 01:16:19,783 --> 01:16:23,578 The letter labels the outbreak of the new disease a pandemic 692 01:16:23,745 --> 01:16:25,788 far more dangerous than bird flu. 693 01:16:36,592 --> 01:16:41,887 Of the late 20th century and the early 21 st, had clear sources. 694 01:16:42,055 --> 01:16:45,933 When HIV-AIDS appeared, people quickly learned what to do 695 01:16:46,101 --> 01:16:50,146 and what not to do to avoid contracting the deadly virus. 696 01:16:50,314 --> 01:16:53,608 The origin of the new disease is still unknown, 697 01:16:53,775 --> 01:16:56,444 and, to date, there is no effective cure 698 01:16:56,612 --> 01:16:57,695 on the horizon. 699 01:16:57,863 --> 01:17:01,115 Robert Black, ΚLN News, reporting. 700 01:17:45,744 --> 01:17:49,664 Distinguished leaders of restaurant chain Dim Song, 701 01:17:51,667 --> 01:17:54,669 it is my great pleasure to introduce you 702 01:17:54,836 --> 01:18:00,383 to a true legend in the world of marketing, Mikhail Galkin. 703 01:18:01,677 --> 01:18:03,219 So, gentlemen... 704 01:18:03,929 --> 01:18:08,391 you wish to introduce a chain of vegetarian restaurants into the Russian market. 705 01:18:09,184 --> 01:18:11,644 I've analyzed the results of the focus group, 706 01:18:11,812 --> 01:18:15,189 and, frankly, I must say you have a problem. 707 01:18:15,899 --> 01:18:18,484 Russians just don't like your product. 708 01:18:18,860 --> 01:18:22,905 Marketing in its traditional form is simply powerless here. 709 01:18:27,452 --> 01:18:31,038 Thank you for your very interesting opinion, Mr. Galkin. 710 01:18:31,707 --> 01:18:33,791 I do, however, have a proposal. 711 01:18:34,209 --> 01:18:38,421 Something which exceeds the limits of marketing in its traditional form. 712 01:18:40,048 --> 01:18:42,007 But first, let me ask you a question. 713 01:18:43,802 --> 01:18:47,054 Ηow far are you willing to go to solve your problem? 714 01:18:47,222 --> 01:18:49,223 We are ready for anything. 715 01:18:49,391 --> 01:18:51,851 Anything within the law, of course. 716 01:18:52,978 --> 01:18:55,479 I'm afraid that's not going to be far enough, gentlemen. 717 01:19:15,250 --> 01:19:18,502 We are ready to go far enough. 718 01:19:19,921 --> 01:19:21,088 Fine. 719 01:19:21,923 --> 01:19:25,384 Then I would like you to mass-produce and market 720 01:19:26,178 --> 01:19:29,096 a little apparatus for testing beef. 721 01:19:31,767 --> 01:19:33,601 A beef tester, for short. 722 01:19:34,478 --> 01:19:37,605 - What? - A beef tester. 723 01:19:37,939 --> 01:19:38,939 What? 724 01:20:32,828 --> 01:20:35,996 Yeah, it's good. Just add some graphics that say, 725 01:20:36,164 --> 01:20:39,166 "Test your beef or taste your death." 726 01:20:43,880 --> 01:20:45,047 Right, guys! 727 01:20:45,298 --> 01:20:48,008 Despite the beef tester campaign's insinuation, 728 01:20:48,176 --> 01:20:50,177 only 12 percent of Russians polled 729 01:20:50,345 --> 01:20:53,180 believe there is a link between mad cow disease 730 01:20:53,348 --> 01:20:57,309 and the deadly new virus that has to date claimed over 500 lives. 731 01:20:58,186 --> 01:21:01,230 In response, the Russian minister of food and agriculture 732 01:21:01,398 --> 01:21:05,484 consumed a hamburger live on TV today during a press conference 733 01:21:05,652 --> 01:21:09,321 in which he announced a nationwide ban on the campaign. 734 01:21:10,866 --> 01:21:13,659 As a result, restaurant chain Dim Song 735 01:21:13,827 --> 01:21:16,662 has recorded record losses for last quarter. 736 01:21:18,373 --> 01:21:20,541 You tell Mr. Min Tao 737 01:21:20,876 --> 01:21:24,128 banning the beef tester campaign was part of the plan. 738 01:21:24,880 --> 01:21:29,300 You tell him that now is the time to open and advertise his restaurants. 739 01:21:29,467 --> 01:21:31,760 A lot of restaurants. 740 01:21:32,554 --> 01:21:37,182 And tell him that I would suggest not limiting his campaign to Russia alone. 741 01:21:38,393 --> 01:21:39,560 What? 742 01:21:46,902 --> 01:21:48,736 Following the government's ban 743 01:21:48,904 --> 01:21:51,071 on the advertising campaign for beef testers 744 01:21:51,239 --> 01:21:52,865 and the sudden, unexplained death 745 01:21:53,033 --> 01:21:55,910 of the Russian minister of food and agriculture, 746 01:21:56,077 --> 01:21:57,995 consumers are now completely convinced 747 01:21:58,163 --> 01:22:00,289 that beef is deadly dangerous. 748 01:22:10,258 --> 01:22:12,635 Meanwhile, over the last three days, 749 01:22:12,802 --> 01:22:16,305 32 vegetarian restaurants opened in Moscow alone 750 01:22:16,473 --> 01:22:19,975 where one can eat without having to test every slice of beef. 751 01:22:20,143 --> 01:22:23,771 Whether this newfound love of all things vegetable will stick, 752 01:22:23,939 --> 01:22:26,106 only time can tell. 753 01:22:28,276 --> 01:22:33,113 From the streets of Moscow, Russia, this is Diana Κruger, Business Channel News. 754 01:24:35,820 --> 01:24:38,906 Abby, it's me. Εverything's changed now. 755 01:24:39,365 --> 01:24:41,575 Sorry I was sick, but now I'm okay. 756 01:24:42,285 --> 01:24:44,203 I know it sounded crazy when I told you 757 01:24:44,370 --> 01:24:46,789 that fast food was to blame for everything, 758 01:24:46,956 --> 01:24:49,083 but look, if in a week, 759 01:24:49,250 --> 01:24:52,336 or if in two weeks The Burger goes bankrupt, 760 01:24:52,587 --> 01:24:55,255 then I'm not crazy and you'll answer my call. 761 01:25:06,768 --> 01:25:09,812 Ladies and gentlemen, I understand your despair. 762 01:25:09,979 --> 01:25:11,146 Believe me, I do. 763 01:25:11,314 --> 01:25:16,568 But, unfortunately, I have practically nothing to cheer you up with. 764 01:25:17,028 --> 01:25:19,446 But, perhaps... 765 01:25:20,448 --> 01:25:23,325 Looks like a storm is coming. 766 01:25:26,704 --> 01:25:28,956 Wait, what were you gonna say? 767 01:25:29,749 --> 01:25:32,251 I don't want to get your hopes too high... 768 01:25:38,508 --> 01:25:42,469 We're joined today in the studio by economic analyst Mark Short. 769 01:25:42,846 --> 01:25:44,388 Now, I want to ask you the same thing 770 01:25:44,556 --> 01:25:47,141 that must be on the minds of many of our viewers out there. 771 01:25:47,308 --> 01:25:49,476 Fine, people have stopped eating beef for the moment, 772 01:25:49,644 --> 01:25:53,480 but why is that having such a big effect on these massive fast food corporations? 773 01:25:53,648 --> 01:25:57,151 What, you're telling me they don't have billions saved up? 774 01:25:58,153 --> 01:25:59,486 Well, that's exactly right. 775 01:25:59,904 --> 01:26:02,322 You have to understand that their hard costs alone 776 01:26:02,490 --> 01:26:05,284 for a week of operation are in the hundreds of millions. 777 01:26:05,827 --> 01:26:08,662 Mommy, are hamburgers bad in America, too? 778 01:26:09,289 --> 01:26:12,916 Come on. Come on, Abby, pick it up. 779 01:26:15,170 --> 01:26:17,254 Come on, pick up the phone. 780 01:26:21,676 --> 01:26:24,678 Abby, pick up the phone. 781 01:26:24,846 --> 01:26:29,516 It's very unlikely consumers will return to beef any time in the near future. 782 01:26:30,518 --> 01:26:33,353 I love you. Pick up the phone. 783 01:26:34,647 --> 01:26:38,358 Demanded a government bailout. Do you think that's likely to happen? 784 01:26:40,028 --> 01:26:42,362 There's really no chance of a government bailout. 785 01:26:42,530 --> 01:26:45,490 Well, do you think the fast food industry can survive? 786 01:26:45,700 --> 01:26:48,368 That depends on what kind of food they choose to serve. 787 01:26:48,578 --> 01:26:50,204 You've reached Abby and Robert. 788 01:26:51,206 --> 01:26:53,457 Leave us a message and we'll call you right back. 789 01:26:57,795 --> 01:27:01,048 When the threat came only from the Russian market, they could withstand it, 790 01:27:01,216 --> 01:27:03,300 but now that the beef scare has gone global, 791 01:27:03,468 --> 01:27:05,302 the end comes for them rather quickly. 792 01:27:05,511 --> 01:27:07,888 Well, I never thought I would live to see the day. 793 01:27:53,768 --> 01:27:58,772 - ...has joined the conference. - ...CΕO has joined the conference. 794 01:27:59,774 --> 01:28:04,778 - The president of BFO has joined the conference. - The leader has joined the conference. 795 01:28:08,283 --> 01:28:10,534 Ladies and gentlemen... 796 01:28:11,536 --> 01:28:15,497 The Burger is dead. 797 01:28:18,293 --> 01:28:22,546 The growth of brands has spiraled out of control. 798 01:28:23,715 --> 01:28:27,509 Never before in history has it been this difficult to record growth, 799 01:28:27,677 --> 01:28:31,888 because there simply is not enough room in the minds of consumers 800 01:28:32,056 --> 01:28:35,142 to hold new desires for new products. 801 01:28:35,977 --> 01:28:41,857 What happened in the case of fast food has fundamentally altered the market forever. 802 01:28:43,318 --> 01:28:46,737 A crippling anxiety has seized consumers. 803 01:28:47,947 --> 01:28:50,657 They're terrified the products can hurt them. 804 01:28:52,327 --> 01:28:57,080 A unique opportunity now stands before you. 805 01:28:58,499 --> 01:29:03,003 The time has come to clear a free space in the minds of consumers 806 01:29:04,005 --> 01:29:06,006 where your products can live on. 807 01:29:06,841 --> 01:29:11,762 Today, in order to get consumers to continue to desire computers 808 01:29:11,929 --> 01:29:16,183 you have to first make them lose interest in cell phones. 809 01:29:17,352 --> 01:29:21,688 What you need is to convince them that the competition's brands 810 01:29:21,856 --> 01:29:23,857 are deadly dangerous. 811 01:29:25,526 --> 01:29:27,402 Destroy the market for cell phones... 812 01:29:28,279 --> 01:29:30,238 and eradicate the competition. 813 01:29:31,366 --> 01:29:35,535 For your brands to grow, they need to learn how to attack. 814 01:29:37,372 --> 01:29:40,624 And I know how to teach your brands to attack. 815 01:29:55,723 --> 01:29:59,518 12 months after the release of Misha's rumor campaign, 816 01:29:59,685 --> 01:30:04,106 every remaining corporation in the world was using his new technology. 817 01:30:04,273 --> 01:30:07,192 And so began a total brand war: 818 01:30:07,360 --> 01:30:09,194 Everyone for himself. 819 01:32:50,314 --> 01:32:51,439 Well, Jon... 820 01:32:53,359 --> 01:32:55,402 Thank you so much for taking us to the concert. 821 01:32:55,570 --> 01:32:56,778 We had such a lovely time. 822 01:32:58,239 --> 01:33:01,032 - My pleasure. - Right, Robert? 823 01:33:05,204 --> 01:33:09,416 The popular outcry against advertising continues to be felt across the globe. 824 01:33:09,584 --> 01:33:12,002 To be an advertiser today has become more dangerous 825 01:33:12,169 --> 01:33:15,088 than to admit being a homosexual in the 1950s. 826 01:33:15,256 --> 01:33:18,049 Nowhere has this been harder felt than in Moscow, Russia. 827 01:33:18,759 --> 01:33:21,511 - The Duma recently voted down legislation... - Look, it's Daddy. 828 01:33:21,679 --> 01:33:23,972 Proposing a universal ban on all advertising. 829 01:33:24,140 --> 01:33:27,350 As last week's bombing of Red Square by extremists demonstrates, 830 01:33:27,518 --> 01:33:29,769 many in the public strongly disagree with this decision. 831 01:33:29,937 --> 01:33:32,272 And here is one of the leaders of Russian advertising, 832 01:33:32,440 --> 01:33:34,774 Mikhail Galkin. Mikhail? 833 01:33:35,484 --> 01:33:37,652 Mikhail? One question please? 834 01:33:38,779 --> 01:33:40,447 The final word on whether the Russian government 835 01:33:40,615 --> 01:33:42,949 will ban advertising is in the hands of the President. 836 01:33:43,117 --> 01:33:44,576 What's he going to do? 837 01:33:46,912 --> 01:33:48,955 I'm sure the President will make the right decision. 838 01:34:05,640 --> 01:34:07,515 You've reached Abby and Robert in Moscow. 839 01:34:07,683 --> 01:34:09,684 Please leave us a message after the tone. 840 01:34:10,645 --> 01:34:11,686 Ηi, Abby. 841 01:34:14,106 --> 01:34:15,440 I'm calling to say goodbye. 842 01:34:17,652 --> 01:34:19,319 I've tried everything. 843 01:34:21,739 --> 01:34:25,116 I even met with the President, but he wouldn't listen. 844 01:34:28,788 --> 01:34:30,330 You've been right all along. 845 01:34:31,666 --> 01:34:34,167 What I really needed to do was see a doctor. 846 01:34:37,546 --> 01:34:39,881 20 years ago, I wanted to get rich, 847 01:34:41,384 --> 01:34:44,386 and that ended with the death of an innocent man. 848 01:34:46,180 --> 01:34:49,974 10 years ago, I wanted to get really rich, 849 01:34:50,851 --> 01:34:53,853 and that ended with Veronika in a coma. 850 01:34:55,981 --> 01:34:58,983 Now I decided to make the world a better place, 851 01:35:00,695 --> 01:35:03,988 and instead I just made things worse. 852 01:35:08,744 --> 01:35:12,038 Why was I so sure the government would ban advertising? 853 01:35:12,206 --> 01:35:15,208 They will never ban advertising. 854 01:35:19,338 --> 01:35:20,964 I must have been obsessed. 855 01:35:23,718 --> 01:35:26,761 And now it's like I've come to my senses and... 856 01:35:29,432 --> 01:35:30,265 and there's bl... 857 01:35:32,226 --> 01:35:33,852 blood everywhere... 858 01:35:36,021 --> 01:35:38,231 and it's all my fault, my... 859 01:35:41,736 --> 01:35:43,570 my insanity. 860 01:35:50,411 --> 01:35:51,023 I wish... 861 01:35:59,837 --> 01:36:01,337 Fuck it. 862 01:36:18,272 --> 01:36:19,606 What's going on? 863 01:36:20,941 --> 01:36:22,609 I'm calling you. 864 01:36:26,614 --> 01:36:28,072 Okay. 865 01:36:56,519 --> 01:36:57,477 Abby, come on! 866 01:37:12,827 --> 01:37:14,202 Go! Get inside! 867 01:40:02,162 --> 01:40:03,871 Yeah! 868 01:40:06,917 --> 01:40:09,127 You are on, young man! 869 01:41:37,257 --> 01:41:39,592 And a new era began.