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Metrobranding (2010)

Metrobranding. O poveste de dragoste între oameni și obiecte (2010)

90 min. - Documentary - G - 06.05.2011

Synopsis: Before 1989, people in Western Europe were used to choose between hundreds of brands. In Romania people used to undergo a totally different experience: one brand for each basic product. Thus, the importance that this 'mono-brands' had in the lives of those who made them as well as in the lives of those who consumed them. The story of the spectacular destiny of six brands, former stars of the Golden Age: the mattress Relaxa, the Drăgăşani sneakers, the Pegas bicycle, the Mobra motorcycle, the Fieni light bulb and the Ileana sewing-machine.

Director: Ana Vlad, Adi Voicu

Writer: Ana Vlad, Adi Voicu


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"The film’s point of departure is a simple and meaningful idea: in the Communist epoch, there was only one option, one brand, available for every object: the light bulbs were made at Fieni, the bicycles were all Pegas etc. The film gathers together the stories of all these objects, as seen through the eyes of the people who had worked in the manufacturing factories. The result is not a film about a love story between man and objects, but about a derisive generation. It’s about those people who, after the disappearance of the factories they used to work in, have had to adapt and who, despite having found other jobs, still remember with nostalgia the times of the factories as being the best times of their lives." (Bianca Olivia Niţă, "Film" no. 2 / 2014) 

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