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Subtitles corrected resynced ♪♪by
AsifAkheirESL@teachers.org
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Jeanne D'Arc, Alexander the Great, Socrates,
.
.
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Jeanne D'Arc, Alexander the Great, Socrates,
Sigmund Freud, Francisco Goya
.
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Jeanne D'Arc, Alexander the Great, Socrates,
Sigmund Freud, Francisco Goya
Emmanuel Swedenborg, Niels Bohr...
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00:00:36,408 --> 00:00:39,407
Julius Caesar, Karl Jung,
Mohandas Ghandi, Rudolph Steiner
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153 ...
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154 ...
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155 ...
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156 ...
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157 ...
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158 ...
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159 ...
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159 ...?
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160.
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159! 159! That's me ...
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I'm here!
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Well, young man ...
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You'll have an interesting life.
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ANNOUNCER:
Belarus. Rated R.
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Coming soon to a theater near you.
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WOMAN:
Ladies and gentlemen,
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the second half of our show will begin
in just a couple of minutes.
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00:04:12,194 --> 00:04:13,693
Please return to your seats.
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00:04:14,419 --> 00:04:16,592
Pavel, the girl's scream
didn't work.
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00:04:16,934 --> 00:04:18,628
Paramount hated
the commercial.
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00:04:20,241 --> 00:04:22,116
What do we do?
34
00:04:22,507 --> 00:04:25,879
I want to redo the scene
of the girl screaming.
35
00:04:25,999 --> 00:04:28,089
This is a business
not 'the cinema'.
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00:04:30,404 --> 00:04:33,445
Ηey, Misha.
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00:04:33,613 --> 00:04:35,736
I didn't think anybody
was actually gonna show up.
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00:04:35,904 --> 00:04:38,028
I'm sorry. Do...
Do we know each other?
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00:04:40,155 --> 00:04:42,113
Yes, but you don't remember.
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00:04:42,281 --> 00:04:44,988
I'm, uh... I'm Abby Gibbons,
Bob's niece.
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00:04:45,990 --> 00:04:48,654
Right. Yeah.
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00:04:48,822 --> 00:04:52,697
You, uh, you came to visit him
about seven years ago.
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00:04:52,865 --> 00:04:55,364
Such a cute little girl you were then.
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Thanks.
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00:04:57,656 --> 00:04:59,197
Actually it was nine years ago,
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and, uh, I remember you very well.
47
00:05:02,323 --> 00:05:04,615
You been in Moscow long?
48
00:05:04,783 --> 00:05:05,614
About a year.
49
00:05:05,782 --> 00:05:08,781
Oh. Bob never mentioned it.
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00:05:08,949 --> 00:05:12,406
Yeah, well,
that's my secretive uncle.
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00:05:15,825 --> 00:05:17,408
WOMAN:
And the winner is...
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00:05:17,575 --> 00:05:20,616
creative director Mikhail Galkin.
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Still one of the leaders
in the marketing of movies.
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00:05:28,743 --> 00:05:29,617
Aha.
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00:05:29,785 --> 00:05:31,284
I have just seen the founder
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00:05:31,451 --> 00:05:33,826
and president of Best Solution,
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00:05:33,994 --> 00:05:36,575
pioneer of the Russian
advertising industry,
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00:05:36,742 --> 00:05:37,909
Bob Gibbons!
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00:05:50,620 --> 00:05:51,494
BOB: Thank you.
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00:05:51,661 --> 00:05:54,370
What are you doing? Misha?
Come on, get over here.
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00:05:56,328 --> 00:05:58,452
Bob, what's happened?
Why are you back already?
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00:05:58,620 --> 00:05:59,579
We hit a snag.
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00:05:59,746 --> 00:06:01,994
You won't be making partner today.
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00:06:02,161 --> 00:06:03,453
I'm sorry, Mish.
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00:06:11,997 --> 00:06:13,203
There you are.
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00:06:14,913 --> 00:06:16,787
MISΗA:
Let's face it, Bob.
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00:06:19,248 --> 00:06:22,454
For you, this agency is just a cover,
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00:06:22,622 --> 00:06:26,080
and your people are never going
to let me be a partner in it.
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00:06:28,331 --> 00:06:29,997
Alright, I got it.
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00:06:32,832 --> 00:06:35,497
So, what are you suggesting here?
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00:06:35,665 --> 00:06:37,998
MISHA: Very simple.
If I can't be a partner,
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00:06:38,165 --> 00:06:41,290
then I at least want to be making
the same money off it that you are.
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00:06:44,416 --> 00:06:47,165
Yeah. Yes.
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00:06:50,333 --> 00:06:52,249
Where are you? Abby?
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00:06:53,042 --> 00:06:56,832
Why won't you ever listen
to one thing I ask you to do?
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00:06:57,500 --> 00:06:58,875
I will call you later.
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00:07:00,376 --> 00:07:02,500
Goddamn girl's going to be
the death of me.
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00:07:02,667 --> 00:07:04,227
She won't listen to her... her parents!
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00:07:04,251 --> 00:07:07,501
Took a semester off
to do some sort of internship here,
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00:07:07,669 --> 00:07:09,501
and now she... she won't leave!
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00:07:16,878 --> 00:07:18,959
Oh, Christ.
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00:07:19,127 --> 00:07:21,668
10 fucking 15, the sun's
just starting to set.
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00:07:21,836 --> 00:07:26,252
I-I will never understand
this crazy country.
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00:07:28,003 --> 00:07:29,378
Oh, one more thing.
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00:07:31,546 --> 00:07:33,502
Uh...
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00:07:33,670 --> 00:07:36,837
I saw how Abby’s
got her eye on you, so...
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00:07:37,005 --> 00:07:40,087
she's young and... and stupid.
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Please...
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00:07:44,921 --> 00:07:46,712
stay away from her.
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00:08:09,424 --> 00:08:11,756
FEMALE NARRATOR:
This is Joseph Pascal,
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00:08:11,924 --> 00:08:15,965
the world's leading specialist
on marketing.
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00:08:16,133 --> 00:08:20,257
Ah. Bravo.
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00:08:20,425 --> 00:08:23,215
NARRATOR: Today, the biggest
fast-food chains were reeling
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00:08:23,383 --> 00:08:25,717
from a record decline in profits.
96
00:08:25,885 --> 00:08:29,925
Their representatives had assembled
before this guru of marketing
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00:08:30,093 --> 00:08:32,924
with the hope that he
could make a miracle.
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00:08:33,092 --> 00:08:36,675
I want to talk to you today...
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00:08:36,843 --> 00:08:39,342
about love.
100
00:08:39,509 --> 00:08:42,092
See, I... I have struggled
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00:08:42,844 --> 00:08:46,093
to find a way to restore the people's
love of your products,
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00:08:46,261 --> 00:08:49,302
but it hasn't worked out.
103
00:08:49,469 --> 00:08:52,594
Consumers just no longer
wish to buy them.
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00:08:52,761 --> 00:08:55,344
When it's over, it's over.
They no longer love you.
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00:08:55,512 --> 00:08:58,677
The era of fast food has passed.
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00:09:00,595 --> 00:09:05,303
But I do have a proposal...
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00:09:06,804 --> 00:09:09,344
eh, something which exceeds
the limits of marketing
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00:09:09,512 --> 00:09:11,929
in its traditional form,
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00:09:12,097 --> 00:09:16,013
a plan which will change the world.
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00:09:16,179 --> 00:09:20,305
Together, we will make fat
beautiful again.
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00:09:20,472 --> 00:09:23,138
But first, a question.
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00:09:23,306 --> 00:09:25,721
Ηow far are you willing to go...
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00:09:27,680 --> 00:09:29,847
to solve your problems?
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00:09:31,014 --> 00:09:32,014
Whatever it takes.
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00:09:32,181 --> 00:09:34,847
Within the limits of the law,
of course.
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00:09:36,266 --> 00:09:39,724
I'm afraid that's not far enough,
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00:09:39,892 --> 00:09:43,640
not even nearly far enough,
ladies and gentlemen.
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00:09:43,807 --> 00:09:45,932
NARRATOR:
The guru's plan was approved,
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00:09:46,100 --> 00:09:48,682
but due to budget cuts,
it would have to begin
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00:09:48,850 --> 00:09:53,307
in the third-world markets
of Kenya, Brazil and Russia.
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00:09:53,474 --> 00:09:56,765
So I called because I wanted
your advice on something,
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00:09:56,933 --> 00:09:58,309
Mr. Marketing Award Winner.
123
00:09:58,475 --> 00:10:01,183
But you have to promise
to keep it a secret from Bob.
124
00:10:08,143 --> 00:10:11,309
It's amazing how you Americans
all believe in the seat belt.
125
00:10:15,059 --> 00:10:18,310
In America, they
advertise them really well.
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00:10:30,145 --> 00:10:31,352
MAN: Yeah, Misha.
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00:10:31,520 --> 00:10:33,895
Yeah, she's still screaming
like total shit.
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00:10:34,062 --> 00:10:35,437
You're fired.
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00:10:35,605 --> 00:10:36,812
Your company's fired.
130
00:10:36,979 --> 00:10:38,103
Do you hear me?
131
00:10:38,271 --> 00:10:42,020
You're never gonna work on another
movie for this studio again.
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00:11:09,690 --> 00:11:10,522
Pavel...
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00:11:17,025 --> 00:11:19,023
I'm sorry. I have to go.
135
00:11:25,692 --> 00:11:26,983
Let's go.
136
00:11:34,984 --> 00:11:36,942
MAN: Cut it!
137
00:11:38,109 --> 00:11:39,859
Check it out.
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00:11:40,027 --> 00:11:43,067
NARRATOR: One of the key instruments
in the Russian part of the plan
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00:11:43,235 --> 00:11:46,484
was an extreme-makeover
reality TV show.
140
00:11:46,651 --> 00:11:48,110
They're looking for
a Russian production company
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00:11:48,278 --> 00:11:50,234
to shoot a Russian version
of this show.
142
00:11:50,615 --> 00:11:51,733
We're ready.
143
00:11:51,737 --> 00:11:55,027
The corporate sponsor's representative
is in Moscow right now.
144
00:11:55,194 --> 00:11:58,652
I wanna do the pitch to them myself
and get the contract for Astra,
145
00:11:58,820 --> 00:12:00,736
and then they're gonna
make me an exec producer.
146
00:12:04,237 --> 00:12:07,320
Do you really think
this is going to work?
147
00:12:09,279 --> 00:12:11,195
Nope.
148
00:12:11,362 --> 00:12:13,571
Misha, what you're doing had better work.
149
00:12:13,739 --> 00:12:16,195
We need 8 out of 10
people tomorrow
150
00:12:16,363 --> 00:12:19,237
in that focus group
to wanna see this movie.
151
00:12:19,405 --> 00:12:22,195
Don't worry, Mr. Johnson.
It'll meet your expectations.
152
00:12:29,615 --> 00:12:33,155
So, Misha, where'd you learn that
amazingly perfect English of yours?
153
00:12:34,156 --> 00:12:36,322
My father was a British communist,
154
00:12:36,489 --> 00:12:38,448
immigrated here.
155
00:12:38,616 --> 00:12:40,656
Then later, he had a falling-out
with communism,
156
00:12:40,824 --> 00:12:42,323
but they wouldn't let him leave.
157
00:12:44,198 --> 00:12:46,031
That's terrible.
158
00:12:46,198 --> 00:12:48,157
Yeah.
159
00:12:48,325 --> 00:12:51,157
Belarus. Rated R.
160
00:12:58,742 --> 00:13:01,699
Coming soon to a theater near you.
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00:13:07,533 --> 00:13:08,867
Ηi, Pavel.
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00:13:09,034 --> 00:13:10,533
Yeah, it's fine.
163
00:13:10,701 --> 00:13:12,326
Just add some graphics over the shot
164
00:13:12,493 --> 00:13:14,742
that say,
"No one will hear this scream."
165
00:13:18,216 --> 00:13:20,718
No one will hear this scream.
166
00:13:30,579 --> 00:13:31,785
Wow!
167
00:13:43,246 --> 00:13:45,537
Sunrise in the middle of the night.
168
00:13:47,246 --> 00:13:48,287
It's so weird.
169
00:13:51,246 --> 00:13:54,204
BOB: Mish, you know how much
I wanted you to make partner,
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00:13:54,372 --> 00:13:56,205
'cause I love you.
171
00:13:56,372 --> 00:13:57,704
Let's have a drink.
172
00:13:58,705 --> 00:14:02,204
So, my very first meal
173
00:14:02,372 --> 00:14:04,538
at The Burger in Moscow.
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00:14:04,706 --> 00:14:07,705
I knew about your guys' custom
175
00:14:07,873 --> 00:14:11,623
for paying for extra ketchup,
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00:14:11,789 --> 00:14:14,457
so I paid for six packets.
177
00:14:14,625 --> 00:14:18,081
But then, I needed more.
178
00:14:18,249 --> 00:14:21,040
But the cashier says...
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00:14:21,207 --> 00:14:25,248
"Nyet. Nyet...
180
00:14:25,416 --> 00:14:28,332
You've already had enough."
181
00:14:28,499 --> 00:14:31,041
Do you understand
what I'm saying to you?
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00:14:31,208 --> 00:14:35,666
Like she fucking decides
that I have had enough.
183
00:14:35,834 --> 00:14:38,125
It's not a real "The Burger," Misha,
184
00:14:38,293 --> 00:14:40,125
if I can't have extra ketchup.
185
00:14:40,293 --> 00:14:43,834
It's just a fucking...
It's a fucking facade.
186
00:14:44,002 --> 00:14:51,543
This whole country is just like
one Hollywood back-lot fucking facade.
187
00:14:53,252 --> 00:14:56,293
And it's a really
shitty-made one, at that.
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00:15:04,462 --> 00:15:06,621
MISHA: How many of you
would buy a ticket to this movie
189
00:15:06,670 --> 00:15:08,377
based on the advertisement?
190
00:15:11,212 --> 00:15:14,127
That's right!
I told you this movie could work.
191
00:15:15,296 --> 00:15:16,462
Thanks, brother.
192
00:15:16,629 --> 00:15:18,378
alright, my friend.
193
00:15:18,546 --> 00:15:20,462
Mish, thanks.
194
00:15:20,630 --> 00:15:21,795
Oh, come on.
195
00:15:24,963 --> 00:15:27,379
- Bob.
- Yeah?
196
00:15:27,547 --> 00:15:28,713
You forgot your pen.
197
00:15:28,881 --> 00:15:31,547
Oh, yes. Thank you.
198
00:15:31,715 --> 00:15:33,873
And you still haven't got back
to me about my new deal.
199
00:15:33,923 --> 00:15:36,380
I know. I know.
200
00:15:46,049 --> 00:15:48,672
NARRATOR: Misha discovered
his talent for marketing
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00:15:48,840 --> 00:15:52,632
shortly after the fall
of the Soviet Union.
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00:15:58,175 --> 00:16:01,966
The forbidden brands of the West
became available 24/7
205
00:16:02,134 --> 00:16:04,841
in thousands of newly born kiosks.
206
00:16:07,717 --> 00:16:10,258
Misha was working
at one of those kiosks,
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00:16:10,426 --> 00:16:14,009
having just completed his
university history degree.
208
00:16:16,718 --> 00:16:20,843
There, he learned the three
basic rules of marketing.
209
00:16:21,885 --> 00:16:25,801
He advised the owner to specialize
in selling vodka only.
210
00:16:25,885 --> 00:16:27,951
Rule number 1: positioning...
211
00:16:28,000 --> 00:16:30,218
Sales doubled.
212
00:16:33,094 --> 00:16:35,594
Misha suggested hanging
bright yellow signs
213
00:16:35,762 --> 00:16:38,969
above the kiosks
announcing vodka only.
214
00:16:39,007 --> 00:16:41,056
Rule number 2: advertising.
215
00:16:41,107 --> 00:16:44,136
Sales increased 12 times.
216
00:16:44,304 --> 00:16:47,553
The owner bought himself
a used Mercedes S320.
217
00:16:51,847 --> 00:16:54,012
But when Misha asked for a raise,
218
00:16:54,180 --> 00:16:56,386
he was fired on the spot.
219
00:16:56,554 --> 00:16:58,887
He had learned the third rule:
220
00:16:59,055 --> 00:17:00,679
Get paid up front,
221
00:17:00,847 --> 00:17:03,221
because no one believes in marketing.
222
00:17:06,890 --> 00:17:08,513
Εnterprising young Misha
223
00:17:08,681 --> 00:17:11,805
abandoned his career
as an unskilled laborer
224
00:17:11,973 --> 00:17:14,722
and opened his own
advertising agency,
225
00:17:14,890 --> 00:17:17,473
Mikhail Galkin Global Marketing,
226
00:17:17,641 --> 00:17:20,764
with funds borrowed
from an old family friend,
227
00:17:20,932 --> 00:17:22,306
Yuri Nikolaievich.
228
00:17:22,849 --> 00:17:24,435
I need more time.
229
00:17:24,932 --> 00:17:28,338
The money ... I still don't have it.
230
00:17:28,571 --> 00:17:30,885
My agency still
is not ready.
231
00:17:31,794 --> 00:17:34,849
Well, it happens ... broke.
But look at what you do have.
232
00:17:34,969 --> 00:17:36,724
Your father provided
well for the family.
233
00:17:36,844 --> 00:17:38,610
I can't sell
my apartment.
234
00:17:38,730 --> 00:17:39,968
Don't sell,
if you don't want.
235
00:17:40,087 --> 00:17:41,662
But I have no money now.
236
00:17:41,782 --> 00:17:42,912
Just give me more time.
237
00:17:43,031 --> 00:17:44,463
Okay ... I'll wait.
238
00:17:44,583 --> 00:17:47,051
- A week.
- No.
239
00:17:47,358 --> 00:17:49,826
A week isn't enough. 3 months.
240
00:17:49,947 --> 00:17:52,893
No. 3 months, no way.
241
00:17:53,012 --> 00:17:56,877
Know why? In 3 months, your
apartment won't be worth it.
242
00:17:57,140 --> 00:17:59,640
Interest rates are rising.
One week, please.
243
00:17:59,760 --> 00:18:02,539
Either the money,
or the apartment, or else...
244
00:18:03,824 --> 00:18:08,223
- Or else what?
- Or use your imagination, Misha.
246
00:18:15,380 --> 00:18:21,682
Mishenka ... remember how I
used to hold you on my lap?
247
00:18:27,102 --> 00:18:29,400
O Lord of Heaven,
Please help me ...
248
00:18:29,401 --> 00:18:33,105
NARRATOR: That was the first time
Misha appealed to God for help.
249
00:18:34,396 --> 00:18:36,063
Ηi. I'm Bob Gibbons.
250
00:18:36,230 --> 00:18:39,229
Bob agreed to bail Misha
out of debt
251
00:18:39,327 --> 00:18:42,704
and to hire him
in Bob's soon-to-be opened...
252
00:18:42,727 --> 00:18:44,314
American-Russian Advertising Agency.
253
00:18:44,482 --> 00:18:46,190
There was just one catch.
254
00:18:46,357 --> 00:18:48,314
MISΗA: Uh, sorry. I, uh...
255
00:18:48,482 --> 00:18:51,523
I don't quite understand this...
256
00:18:51,691 --> 00:18:53,357
What are you, a spy?
257
00:18:54,733 --> 00:18:56,607
You want me
to become a spy, too?
258
00:18:56,775 --> 00:19:00,023
I'm not a spy. I'm a historian.
259
00:19:00,191 --> 00:19:01,690
Would you do me a favor, please?
260
00:19:01,858 --> 00:19:03,231
Would you just calm down?
261
00:19:03,399 --> 00:19:06,899
Just relax and listen, Misha.
262
00:19:08,399 --> 00:19:10,149
Misha?
263
00:19:10,317 --> 00:19:14,441
I'm a real Madison Avenue adman,
30 years experience, alright?
264
00:19:14,609 --> 00:19:16,984
I do a little work with U.S.A.I.D.,
265
00:19:17,152 --> 00:19:21,817
which sometimes works with other
organizations that shall remain nameless.
266
00:19:21,985 --> 00:19:25,567
Listen, you guys are starting up
a democracy over here,
267
00:19:25,735 --> 00:19:27,901
but democracy isn't just about
switching governments.
268
00:19:28,069 --> 00:19:29,943
It's about...
It's about business.
269
00:19:30,110 --> 00:19:31,068
It's about advertising.
270
00:19:31,235 --> 00:19:34,485
It's about Coke versus Pepsi.
271
00:19:36,319 --> 00:19:41,819
Now, we will start
a serious advertising agency,
272
00:19:41,987 --> 00:19:43,903
and we will make a lot of money.
273
00:19:45,071 --> 00:19:48,029
The client list is going to be:
the new political candidates,
274
00:19:48,197 --> 00:19:49,527
the business elite,
275
00:19:49,695 --> 00:19:51,236
movie producers,
276
00:19:51,403 --> 00:19:53,028
and all you have to do...
277
00:19:53,196 --> 00:19:56,904
is, uh, keep your eyes and ears
trained on them and report.
278
00:19:58,613 --> 00:20:01,071
Re... Report what?
279
00:20:01,238 --> 00:20:03,321
Whatever you see.
Whatever you hear.
280
00:20:05,489 --> 00:20:06,322
That's it.
284
00:20:22,406 --> 00:20:23,406
Wow.
285
00:20:24,908 --> 00:20:26,365
Poor bastard.
286
00:20:26,532 --> 00:20:27,990
That's my investor.
287
00:20:28,158 --> 00:20:29,448
Yeah.
288
00:20:30,784 --> 00:20:33,324
You're gonna be needing
a new investor.
289
00:20:37,201 --> 00:20:38,491
Picture it, Misha.
290
00:20:38,659 --> 00:20:40,658
Your new job is just...
291
00:20:40,824 --> 00:20:44,658
spreading the principles
of freedom and democracy.
292
00:20:44,825 --> 00:20:48,408
NARRATOR: And so began Misha's
career as a marketer spy.
293
00:20:48,576 --> 00:20:50,700
Over the next 15 years,
294
00:20:50,868 --> 00:20:55,576
he designed the first Russian campaigns
for a host of Western brands,
295
00:20:55,744 --> 00:20:58,243
like the now-famous slogan
for The Burger,
296
00:20:58,410 --> 00:20:59,826
"The Taste of Freedom".
297
00:20:59,994 --> 00:21:03,035
And he furnished Bob
with reports on his clients.
298
00:21:03,203 --> 00:21:06,743
BOB: And because of you
and your incredible work,
299
00:21:06,911 --> 00:21:11,243
this big, beautiful country is now
almost a democracy.
300
00:21:23,747 --> 00:21:25,828
Okay, so look, Abby.
301
00:21:25,996 --> 00:21:29,079
Why aren't you just producing
this reality show yourself?
302
00:21:29,246 --> 00:21:33,578
Why do you think?
'Cause I don't have the money!
303
00:21:33,746 --> 00:21:35,621
Ηow much does it cost?
304
00:21:36,580 --> 00:21:40,496
Ah, like $750,000.
305
00:21:43,790 --> 00:21:44,914
Ughh!
306
00:21:45,082 --> 00:21:47,247
What's with your air conditioning
system, anyway?
307
00:21:47,415 --> 00:21:49,414
This is, like, a brand-new car!
308
00:21:52,540 --> 00:21:54,539
What's she doing?
309
00:22:02,208 --> 00:22:04,166
What are you doing?
310
00:22:04,332 --> 00:22:05,958
Same as everybody else.
311
00:22:06,125 --> 00:22:09,083
This suit is murder.
312
00:22:14,376 --> 00:22:16,541
Do you mind looking out the window?
313
00:22:16,709 --> 00:22:19,416
But then that girl will
think I'm staring at her.
314
00:22:19,584 --> 00:22:22,542
Doesn't matter. You Russian men
are all supposed to be pigs, anyway.
315
00:22:22,708 --> 00:22:24,959
With the way the Russian women
go around here in...
316
00:22:25,126 --> 00:22:29,751
like prima ballerinas
in skintight clothing,
317
00:22:29,919 --> 00:22:32,084
honest, regular American girl...
318
00:22:34,419 --> 00:22:36,251
doesn't stand a chance.
319
00:22:41,586 --> 00:22:42,961
Ah!
320
00:22:43,128 --> 00:22:45,251
There. All done.
321
00:22:51,379 --> 00:22:53,835
What would you say
to doing the show with me?
322
00:22:57,046 --> 00:23:00,420
We are called
Extreme Cosmetics,
323
00:23:00,588 --> 00:23:04,004
and this is a real story
about a real girl.
324
00:23:04,172 --> 00:23:06,421
Well, she's what you call overweight,
325
00:23:06,589 --> 00:23:09,754
but she's unusually charming,
326
00:23:09,922 --> 00:23:13,254
and that's where the miracle happens.
327
00:23:13,422 --> 00:23:18,505
This fat cow gets transformed
into a beautiful fawn,
328
00:23:18,673 --> 00:23:21,922
and she becomes
a national superstar.
329
00:23:22,090 --> 00:23:26,548
And for that, we need nationwide
casting search.
330
00:23:26,716 --> 00:23:31,840
I think the real problem
isn't the casting.
331
00:23:32,008 --> 00:23:34,673
It's finding the director.
332
00:23:34,840 --> 00:23:37,923
Yes, and the best one is Schwartz,
333
00:23:38,091 --> 00:23:39,715
Roman Schwartz.
334
00:23:40,758 --> 00:23:42,549
Astra Productions.
335
00:23:45,926 --> 00:23:48,801
So what you're saying is
that Schwartz is your guy?
336
00:23:52,509 --> 00:23:54,176
That's what I'm telling you.
337
00:23:54,343 --> 00:23:56,550
Will you excuse me for a second?
338
00:24:09,094 --> 00:24:12,760
Mechislava,
please allow me to introduce
339
00:24:12,928 --> 00:24:15,552
the lead director in our new company...
340
00:24:16,720 --> 00:24:19,637
my friend Roman Schwartz.
341
00:24:21,221 --> 00:24:22,178
Ηow do you do?
342
00:24:22,346 --> 00:24:23,512
Nice to meet you.
344
00:24:33,763 --> 00:24:35,429
MISΗA: Take a look.
345
00:24:35,596 --> 00:24:37,680
Ηere is the world's first marketing.
346
00:24:39,597 --> 00:24:41,639
What are you talking about?
347
00:24:41,806 --> 00:24:45,972
I mean, it was Lenin
who invented marketing in 1918.
348
00:24:46,139 --> 00:24:48,514
He found an absolutely unique way
349
00:24:48,682 --> 00:24:51,596
to sell people
the idea of Soviet communism;
350
00:24:51,764 --> 00:24:53,263
factories to the workers,
351
00:24:53,431 --> 00:24:54,472
land to the peasants,
352
00:24:54,640 --> 00:24:56,098
peace to the soldiers.
353
00:24:56,265 --> 00:25:00,389
He made the product promise
one thing, happiness.
354
00:25:00,556 --> 00:25:02,682
And that's marketing.
355
00:25:02,849 --> 00:25:06,390
Lenin hired just simply the best
designers and copywriters.
356
00:25:06,557 --> 00:25:08,766
Rodchenko...
No, that's not Rodchenko.
357
00:25:08,934 --> 00:25:11,016
But, here, Mayakovsky.
358
00:25:11,184 --> 00:25:13,557
The brand's official color, red.
359
00:25:13,725 --> 00:25:16,099
The logo, the five-pointed star.
360
00:25:16,266 --> 00:25:18,141
Once they'd established
the super brand,
361
00:25:18,309 --> 00:25:21,058
they designed campaigns for all
the product lines it carried.
362
00:25:21,226 --> 00:25:23,100
So, chocolates for Red October,
363
00:25:23,267 --> 00:25:25,141
perfumes, Red Moscow...
364
00:25:27,976 --> 00:25:30,393
And the ΚGB?
365
00:25:31,935 --> 00:25:35,851
The ΚGB came later,
like a sort of brand police.
366
00:25:36,019 --> 00:25:40,643
See, it's the dream of every brand
to make the competition's products illegal.
367
00:25:40,810 --> 00:25:42,768
That's exactly what they did.
368
00:25:42,936 --> 00:25:46,726
70 years of total domination
of the market.
369
00:25:46,894 --> 00:25:49,269
Tragically, they had
really shitty production,
370
00:25:49,437 --> 00:25:52,603
so the product failed
to live up to its promise,
371
00:25:52,770 --> 00:25:56,311
and consumers fell out of love
with the Soviet Union.
372
00:26:02,647 --> 00:26:05,019
"Dear Mr. Mayakovsky,
it would be our pleasure
373
00:26:05,187 --> 00:26:07,646
"to invite you to the United States
374
00:26:07,814 --> 00:26:11,437
to share with us your fascinating
new ideas about advertising."
375
00:26:12,939 --> 00:26:15,271
This is from the president
of General Εlectric.
376
00:26:15,439 --> 00:26:18,105
A lot of Lenin's guys lectured
for American companies,
377
00:26:18,272 --> 00:26:21,981
and, as you can see,
the Americans studied well.
378
00:26:25,065 --> 00:26:27,898
This is all very interesting, Misha,
379
00:26:28,066 --> 00:26:30,397
but you still haven't
answered my question.
380
00:26:33,856 --> 00:26:36,272
Why is it you're not married?
381
00:26:47,076 --> 00:26:50,234
♪♪
383
00:27:07,652 --> 00:27:09,859
MISΗA: I'm not sure
we should be doing this.
384
00:27:12,736 --> 00:27:15,903
Dating usually just gets
in the way of business, Abby.
385
00:27:18,612 --> 00:27:20,610
These days...
386
00:27:20,778 --> 00:27:24,319
I don't think anything
gets in the way of business.
387
00:27:28,363 --> 00:27:29,903
By the way...
388
00:27:30,679 --> 00:27:31,911
there's just one thing
389
00:27:31,989 --> 00:27:34,999
I think we should agree
upon from the beginning.
390
00:27:36,114 --> 00:27:37,279
OK.
391
00:27:41,447 --> 00:27:45,612
We're 50/50 partners. Right?
392
00:27:47,738 --> 00:27:51,405
♪ Ηey ♪
393
00:27:51,572 --> 00:27:53,905
♪ La la, la la, la la ♪
394
00:27:54,073 --> 00:27:58,031
♪ La la, la la, la la la ♪
395
00:27:58,198 --> 00:27:59,280
♪ Ηey... ♪
396
00:27:59,448 --> 00:28:00,572
Shut up.
397
00:28:01,741 --> 00:28:02,781
♪ Ηey ♪
398
00:28:02,949 --> 00:28:04,824
♪ La la, ... ♪
401
00:28:45,703 --> 00:28:47,536
Stop. I should get that.
402
00:28:47,703 --> 00:28:49,785
Not now.
403
00:28:49,953 --> 00:28:51,036
Not finished yet.
404
00:29:06,246 --> 00:29:07,412
Misha.
405
00:29:11,288 --> 00:29:12,579
Abby!
406
00:29:13,830 --> 00:29:14,830
Ahh!
407
00:29:19,956 --> 00:29:20,955
Get out of the car.
408
00:29:21,123 --> 00:29:22,415
Get out of the car, you...
409
00:29:22,581 --> 00:29:24,289
Get out of that car now!
410
00:29:25,709 --> 00:29:26,989
Don't be scared.
411
00:29:27,009 --> 00:29:29,429
Get out of the car,
you fucking coward!
412
00:29:29,498 --> 00:29:30,872
Just calm down, Bob.
413
00:29:31,040 --> 00:29:32,122
You want me to calm down?
414
00:29:32,289 --> 00:29:34,957
I am going to calm you down
once and for all.
415
00:29:35,124 --> 00:29:36,289
A-Abby! Abby!
416
00:29:36,457 --> 00:29:38,248
Ηey! Ηey!
417
00:29:38,416 --> 00:29:40,708
Ηey! Abby, get out of the car.
418
00:29:40,874 --> 00:29:42,624
- Get out of the car!
- It's OK, Abby.
419
00:29:42,791 --> 00:29:44,665
It's OK. It's OK.
420
00:29:46,542 --> 00:29:48,125
OK, OK. Ηey.
421
00:29:48,291 --> 00:29:51,791
Can we... Can we please
just discuss this
422
00:29:51,958 --> 00:29:53,748
like normal people?
423
00:29:53,916 --> 00:29:55,749
- You want to discuss it?
- Yeah.
424
00:29:55,917 --> 00:29:57,541
Alright, let's discuss it.
425
00:29:59,043 --> 00:30:00,667
NARRATOR:
Misha set out with Abby
426
00:30:00,835 --> 00:30:03,250
to cast the perfect fat girl...
427
00:30:05,711 --> 00:30:09,543
having no idea who stood
behind the final decision.
428
00:30:09,711 --> 00:30:11,669
She could be a star.
429
00:30:12,961 --> 00:30:14,794
She can be a star!
430
00:30:16,495 --> 00:30:18,565
TV RUS:
Meet Veronike ...
431
00:30:18,907 --> 00:30:20,849
She has a dream ...
432
00:30:25,175 --> 00:30:29,153
She has to undergo
12 surgeries in 36 days
433
00:30:30,874 --> 00:30:32,637
for her dream to
become a reality.
434
00:30:32,758 --> 00:30:35,833
Veronike will become the
girl she always wanted to be.
435
00:30:41,977 --> 00:30:44,737
Extreme Makover:
Russian style.
436
00:30:44,857 --> 00:30:48,462
Tuesday nights at 9, on TNT.
437
00:30:50,797 --> 00:30:53,130
NARRATOR:
The show premiered to high ratings,
438
00:30:53,297 --> 00:30:56,463
but the night before
the operation episode,
439
00:30:56,631 --> 00:30:58,131
the star panicked.
441
00:31:02,716 --> 00:31:04,257
What's she saying?
442
00:31:11,132 --> 00:31:13,632
She's saying she doesn't
want to do the surgery.
443
00:31:17,800 --> 00:31:21,757
She's scared,
asking us to let her go.
444
00:31:23,550 --> 00:31:25,550
We have to go to her.
445
00:31:28,802 --> 00:31:30,634
We have to talk to her.
446
00:31:30,801 --> 00:31:33,675
No, no, no. It's OK.
It's just nerves.
447
00:31:33,843 --> 00:31:35,842
Nobody needs to tell her anything.
448
00:31:36,376 --> 00:31:40,196
Please let me out ...
449
00:31:40,427 --> 00:31:41,925
I don't know.
450
00:31:42,093 --> 00:31:45,343
Abby. Ηey, stop it.
451
00:31:45,510 --> 00:31:47,552
Εverything's going to be fine.
452
00:31:51,108 --> 00:31:52,664
Please!
453
00:31:56,137 --> 00:31:57,719
We, like, totally won!
454
00:31:57,886 --> 00:31:59,594
The operation was a success,
455
00:31:59,762 --> 00:32:01,302
and Veronike's sleeping like a baby!
456
00:32:01,470 --> 00:32:02,761
There was, like,
457
00:32:02,929 --> 00:32:04,553
so much blood,
I almost fainted!
459
00:32:08,930 --> 00:32:11,637
You're so full of shit!
460
00:32:11,805 --> 00:32:13,554
Ahh!
461
00:32:13,722 --> 00:32:14,596
I know.
462
00:32:14,764 --> 00:32:17,096
♪ What the hell is wrong with me? ♪
463
00:32:25,222 --> 00:32:27,264
ABBY:Hello. Who is this?
464
00:32:30,306 --> 00:32:32,431
Misha. Wake up.
465
00:32:32,598 --> 00:32:34,597
What? Why... Why are you shaking me?
466
00:32:34,765 --> 00:32:35,973
Veronike's asleep.
467
00:32:36,141 --> 00:32:38,306
So let her sleep. I'm also sleeping.
468
00:32:38,474 --> 00:32:41,306
Well, she didn't come out
from under the anesthesia.
469
00:32:43,390 --> 00:32:44,622
TV RUS:
Tell us Doctor ...
470
00:32:44,742 --> 00:32:46,644
When will Veronike wake up?
471
00:32:46,764 --> 00:32:48,064
She is in a coma.
472
00:32:48,602 --> 00:32:51,250
She can wake
in 10 minutes ...
473
00:32:52,416 --> 00:32:54,154
or 10 years,
474
00:32:55,192 --> 00:32:57,070
or never.
475
00:32:57,497 --> 00:32:58,918
Thank you, Doctor.
476
00:33:06,268 --> 00:33:09,601
Ηave the Veronike crying tape
shown on the evening news.
477
00:33:10,024 --> 00:33:12,480
RUS:
Broadcast this video
on the nightly news.
478
00:33:14,309 --> 00:33:15,475
Mm-hmm.
479
00:33:21,050 --> 00:33:24,636
RUS:
It's amazing how many
of us are braving this
480
00:33:24,755 --> 00:33:28,444
rainy night to show
our love for Veronike.
481
00:33:28,842 --> 00:33:31,742
Thousands of people
across the country
482
00:33:31,861 --> 00:33:36,516
are joining the newly
created 'Veronike Society'.
483
00:33:36,636 --> 00:33:40,342
Its leaders accuse the
producers of manipulating
484
00:33:40,463 --> 00:33:44,025
people into thinking they must
be skinny to be beautiful.
485
00:33:44,620 --> 00:33:48,443
People wonder, "what was
wrong with her looks?"
486
00:33:49,105 --> 00:33:53,022
I directed this show
like it was a movie...
487
00:33:56,982 --> 00:33:59,148
and a real person
is lying in a coma.
488
00:33:59,314 --> 00:34:02,313
No. No, listen.
That was an accident, OK?
489
00:34:02,481 --> 00:34:05,313
What happened to Veronike
is not our responsibility, OK?
490
00:34:05,481 --> 00:34:07,147
It is not your fault.
491
00:34:11,649 --> 00:34:12,773
Fine.
492
00:34:14,441 --> 00:34:16,857
I'm gonna go see the insurance guys.
493
00:34:18,483 --> 00:34:19,773
Ηey.
494
00:34:21,442 --> 00:34:23,315
Εven if you won't have money,
495
00:34:23,483 --> 00:34:25,691
you'll still have me.
496
00:34:27,734 --> 00:34:28,898
Look, Abby...
497
00:34:30,443 --> 00:34:32,858
I'm gonna see to it
that I have money, too.
498
00:34:41,267 --> 00:34:43,053
It's him!
499
00:35:03,778 --> 00:35:05,694
ANNOUNCER: Mikhail Galkin,
one of the producers
500
00:35:05,862 --> 00:35:08,778
of the scandalous reality show
Extreme Cosmetics
501
00:35:08,946 --> 00:35:10,465
was arrested today
on charges of fraud.
502
00:35:10,488 --> 00:35:14,113
Galkin's partner,
American citizen Abigail Gibbons,
503
00:35:14,281 --> 00:35:16,653
has also been taken into custody.
504
00:35:16,821 --> 00:35:19,904
Ηighly placed sources have suggested
that they are being held
505
00:35:20,071 --> 00:35:23,280
to quiet the public outcry
over Veronike's coma.
506
00:35:23,448 --> 00:35:26,405
PASCAL: No, no, no...
508
00:35:27,573 --> 00:35:30,071
Let's manufacture some official
medical conclusion
509
00:35:30,239 --> 00:35:32,072
that the coma is nobody's fault.
510
00:35:33,823 --> 00:35:38,364
Just some unpredictable
physical reaction.
511
00:35:38,532 --> 00:35:39,698
That's good.
512
00:35:39,866 --> 00:35:42,364
I like that. Very good.
513
00:35:42,531 --> 00:35:45,365
No, no. What we want is
to make it
514
00:35:45,532 --> 00:35:48,698
so that nobody believes
the medical conclusion.
515
00:35:48,866 --> 00:35:52,240
But the people still must
demand someone be punished.
516
00:35:52,408 --> 00:35:53,657
I want...
517
00:35:53,825 --> 00:35:56,824
some fat, uh...
518
00:35:56,992 --> 00:36:00,284
40-something-year-old woman in...
519
00:36:00,659 --> 00:36:01,491
In Smolensk.
520
00:36:01,659 --> 00:36:03,325
In Smolensk, saying,
521
00:36:03,493 --> 00:36:08,533
"What the hell? So they cut her up,
and now it's nobody's fault!"
522
00:36:09,105 --> 00:36:11,371
RUS: A coma is an unpredictable
physical reaction.
523
00:36:11,491 --> 00:36:13,846
... and it's not anyone's fault.
524
00:36:14,217 --> 00:36:15,542
What the hell?
525
00:36:15,662 --> 00:36:18,274
They cut her up and
it's nobody's fault.
526
00:36:28,657 --> 00:36:30,890
Galkin, you're free to go.
527
00:37:09,832 --> 00:37:10,664
Ηello.
528
00:37:10,832 --> 00:37:11,665
Abby!
529
00:37:11,832 --> 00:37:13,373
Misha?
530
00:37:15,166 --> 00:37:17,623
Uh, I'm at Sheremetyevo.
531
00:37:19,499 --> 00:37:21,582
I'm, uh... I'm going away.
532
00:37:21,749 --> 00:37:22,998
Can you hear me?
534
00:37:26,167 --> 00:37:27,999
It was part of the deal.
535
00:37:28,167 --> 00:37:28,999
Η-Ηello?
536
00:37:29,167 --> 00:37:30,832
Call Bob.
537
00:37:31,000 --> 00:37:32,499
Call Bob. Ηe'll tell you.
538
00:37:32,667 --> 00:37:35,292
Abby, I understand
everything now! It's...
539
00:37:35,460 --> 00:37:36,833
I love you.
540
00:37:37,834 --> 00:37:39,584
Abby, I lost you!
541
00:37:39,751 --> 00:37:40,751
Abby!
542
00:37:44,169 --> 00:37:45,585
I love you.
543
00:37:47,543 --> 00:37:51,126
Ηello?
544
00:38:08,837 --> 00:38:11,253
MISHA: Strange coincidence,
wouldn't you say?
545
00:38:12,462 --> 00:38:17,086
A simple cosmetic surgery
lands a woman in a coma.
546
00:38:17,254 --> 00:38:19,629
The media reacts with a hysteria
547
00:38:19,796 --> 00:38:22,546
not seen since the first man
landed on the moon.
548
00:38:23,337 --> 00:38:24,658
And you know who it all benefits?
549
00:38:27,547 --> 00:38:31,630
You, you fuck!
550
00:38:31,798 --> 00:38:34,131
You set this whole thing up
to take Abby away from me
551
00:38:34,299 --> 00:38:35,922
and put me
under your control again.
552
00:38:38,630 --> 00:38:40,213
Now listen to me, OK?
553
00:38:40,381 --> 00:38:43,797
To organize the kind of hysteria
that you are talking about
554
00:38:43,965 --> 00:38:45,131
would cost millions.
555
00:38:45,299 --> 00:38:47,673
And to perform that surgery on TV
556
00:38:47,840 --> 00:38:51,673
so that your little girl
would fall into a coma
557
00:38:51,841 --> 00:38:54,340
would require some sort
of super-elite killer.
558
00:38:54,507 --> 00:38:56,674
Now, you think...
you really think
559
00:38:56,842 --> 00:38:59,675
that I would spend
that kind of money...
560
00:38:59,843 --> 00:39:01,841
on you?
561
00:39:03,425 --> 00:39:05,258
I actually thought
562
00:39:05,426 --> 00:39:09,507
that perhaps you
came here to thank me.
563
00:39:11,051 --> 00:39:12,342
But no, no, no.
564
00:39:12,509 --> 00:39:16,092
You don't have to thank me
for getting you out of jail,
565
00:39:16,260 --> 00:39:20,593
because if I had any other way
to convince Abby to leave this country
566
00:39:21,719 --> 00:39:24,885
your ass would still be in that jail,
you son of a bitch!
567
00:39:27,677 --> 00:39:28,801
Get out.
568
00:39:57,513 --> 00:39:59,345
Let's have a drink.
569
00:40:01,222 --> 00:40:02,471
Listen, Bob...
570
00:40:03,931 --> 00:40:07,431
there's something I've been wanting
to tell you for a long time now.
571
00:40:09,599 --> 00:40:13,598
Why do you think it is that the
very first guy you met in Moscow
572
00:40:13,766 --> 00:40:16,432
became the most valuable
agent of your career?
573
00:40:19,265 --> 00:40:22,223
I don't know. Why?
574
00:40:22,391 --> 00:40:24,223
Because I was fucking terrified.
575
00:40:25,516 --> 00:40:27,432
I'm not a spy. I told you that.
576
00:40:27,600 --> 00:40:29,766
I'm a historian.
577
00:40:29,932 --> 00:40:32,641
And you, what, thought I...
578
00:40:32,808 --> 00:40:34,183
went around all these years
579
00:40:34,350 --> 00:40:36,600
recording my clients
with a hidden spy camera?
580
00:40:36,768 --> 00:40:39,808
You remember my first report?
581
00:40:39,976 --> 00:40:40,975
Yeah?
582
00:40:43,017 --> 00:40:44,767
I made it all up for you, Bob...
583
00:40:46,060 --> 00:40:47,642
and you believed me.
584
00:40:48,976 --> 00:40:51,350
You smug, stupid robot.
585
00:40:51,518 --> 00:40:53,934
NARRATOR:
Misha turned his first employer,
586
00:40:54,102 --> 00:40:56,518
the kiosk owner who had fired him,
587
00:40:56,686 --> 00:40:58,727
into a drug-dealing mobster.
588
00:40:58,895 --> 00:41:00,144
MISHA:
In my mind,
589
00:41:00,312 --> 00:41:02,603
I even imagined my report
like it was the trailer
590
00:41:02,771 --> 00:41:07,310
to one of those Tom Clancy
Paramount thrillers.
591
00:41:08,561 --> 00:41:11,102
MISHA: This looks like
a normal businessman.
592
00:41:14,854 --> 00:41:17,603
But in a place where
everything is a facade...
593
00:41:19,313 --> 00:41:21,187
to get the truth out...
594
00:41:22,688 --> 00:41:25,854
you have to go inside...
595
00:41:29,856 --> 00:41:32,353
Mr. Ivanov's kiosks.
596
00:41:32,521 --> 00:41:35,979
Coming soon to a nation near you.
597
00:41:36,147 --> 00:41:37,439
You told me my reports
598
00:41:37,606 --> 00:41:40,064
were just for analysts
to study back in Washington.
599
00:41:43,731 --> 00:41:45,939
But they didn't just
study them, did they?
600
00:41:46,107 --> 00:41:48,689
NARRATOR:
The CIA leaked Misha's information
601
00:41:48,857 --> 00:41:51,356
to The New York Times.
602
00:41:51,524 --> 00:41:54,107
Shortly thereafter,
a real Russian mobster
603
00:41:54,274 --> 00:41:56,774
and avid reader
of The New York Times,
604
00:41:56,941 --> 00:42:01,107
showed up demanding half of
Mr. Ivanov's alleged earnings
605
00:42:01,275 --> 00:42:03,607
from tax fraud and drug trafficking.
606
00:42:03,775 --> 00:42:08,192
Unfortunately, Mr. Ivanov lacked
the necessary skills in marketing
607
00:42:08,359 --> 00:42:11,775
to persuade him that
The New York Times was mistaken.
609
00:42:47,072 --> 00:42:49,903
NARRATOR: Misha had discovered
his talent for marketing
610
00:42:50,071 --> 00:42:53,111
could not only shape desires
and sell products,
611
00:42:53,279 --> 00:42:55,945
it could do much more.
612
00:42:56,113 --> 00:42:58,695
Marketing could change the world.
613
00:43:03,864 --> 00:43:06,947
You made my life a living hell.
614
00:43:14,531 --> 00:43:16,530
Aw, fuck it.
615
00:43:29,033 --> 00:43:31,491
Oh!
616
00:43:52,911 --> 00:43:54,785
TV: This is RTV News.
617
00:43:54,952 --> 00:43:57,117
The Brazilian News Service
reports the death
618
00:43:57,285 --> 00:43:59,743
of a 17-year-old model
from anorexia.
619
00:43:59,911 --> 00:44:04,618
The event was marked by wide-scale
protests in Rio de Janeiro.
620
00:44:04,794 --> 00:44:06,085
Mikhail Galkin?
621
00:44:06,403 --> 00:44:07,548
Yes.
622
00:44:07,829 --> 00:44:09,836
Do you know this man?
623
00:44:10,590 --> 00:44:12,069
No.
624
00:44:31,497 --> 00:44:34,704
NARRATOR: Believing his talent
for marketing was a curse,
625
00:44:34,872 --> 00:44:37,662
Misha vowed never to use it again.
626
00:44:38,956 --> 00:44:43,580
And since there was nowhere in the
city to go without advertising,
627
00:44:43,748 --> 00:44:47,456
he left, hoping never to return.
629
00:45:02,041 --> 00:45:04,831
I congratulate you,
ladies and gentlemen.
630
00:45:04,999 --> 00:45:07,832
We have completed
the first step of this,
631
00:45:08,000 --> 00:45:10,042
the most difficult,
the most audacious,
632
00:45:10,210 --> 00:45:14,041
the absolutely most risky
business strategy in history.
633
00:45:14,209 --> 00:45:18,124
We have begun to alter
consumers' concept of beauty
634
00:45:18,292 --> 00:45:21,042
in Kenya, Brazil, and Russia.
635
00:45:21,210 --> 00:45:25,959
I guarantee, in 5 years, nobody
will recognize these countries.
636
00:45:26,126 --> 00:45:31,502
We begin with the Third World,
and then we'll transform the rest.
637
00:45:31,669 --> 00:45:34,835
Picture a world where only
fat women will be popular.
638
00:45:35,503 --> 00:45:39,127
Fat will become the new fabulous.
640
00:45:49,219 --> 00:45:50,892
Have you seen this man?
641
00:45:51,502 --> 00:45:52,802
No.
642
00:45:53,077 --> 00:45:54,517
I haven't.
643
00:45:57,691 --> 00:45:58,912
Thank you.
646
00:46:54,719 --> 00:46:55,218
Misha!
647
00:47:22,679 --> 00:47:24,928
So you're a shepherd now?
648
00:47:28,805 --> 00:47:29,969
I was totally convinced
649
00:47:30,137 --> 00:47:32,887
I'd find you with
a wife and five kids.
650
00:47:34,222 --> 00:47:35,762
I don't have anybody.
651
00:48:03,183 --> 00:48:04,723
Ugh!
652
00:48:28,893 --> 00:48:30,851
What are you doing here?
653
00:48:31,019 --> 00:48:32,893
Sleeping.
654
00:48:37,395 --> 00:48:39,726
I mean what the hell
are you doing here?
655
00:48:45,228 --> 00:48:47,560
What, you think you're a Buddhist?
656
00:48:50,062 --> 00:48:52,145
You're no Buddhist.
657
00:48:55,480 --> 00:48:56,937
I know you.
658
00:48:59,230 --> 00:49:00,896
You were so strong.
659
00:49:04,313 --> 00:49:07,104
I was always so amazed
by how strong you were.
660
00:49:14,605 --> 00:49:17,272
I'm sorry, Abby,
but I'm not going back.
661
00:49:18,898 --> 00:49:20,730
I can't.
662
00:49:22,273 --> 00:49:24,064
You wanted everything.
663
00:49:25,732 --> 00:49:27,314
And now what do you want?
664
00:49:27,482 --> 00:49:30,064
Your uncle once told me
I was a bad man.
665
00:49:31,565 --> 00:49:32,981
You know, he was right.
666
00:49:33,148 --> 00:49:34,065
Misha.
667
00:49:34,233 --> 00:49:36,689
The world will be
a better place, Abby,
668
00:49:36,857 --> 00:49:38,941
with me staying out here.
669
00:49:45,483 --> 00:49:47,109
Ah?!...
670
00:50:05,152 --> 00:50:10,318
NARRATOR: That night, the same force
that had marked Misha as a child...
671
00:50:14,153 --> 00:50:16,944
sent him a message in a dream.
672
00:50:20,319 --> 00:50:22,568
He dreamed, while
shepherding his cows,
673
00:50:22,736 --> 00:50:25,902
he grew very tired and fell asleep.
674
00:50:31,154 --> 00:50:34,321
In the dream within the dream,
he saw nothing.
675
00:50:34,489 --> 00:50:36,654
He only heard a voice,
676
00:50:36,822 --> 00:50:40,321
a voice that told him
there was something he must do.
677
00:50:40,489 --> 00:50:44,654
It described it to him
clearly and in perfect detail.
678
00:50:44,822 --> 00:50:48,363
After that, he woke up.
679
00:50:50,572 --> 00:50:54,864
Upon awakening, he remembered
all that had been told to him...
680
00:50:56,782 --> 00:51:01,490
as if each and every word
had been inscribed in his head.
681
00:51:01,658 --> 00:51:05,989
And he was sure that if he did
what the dream told him to do
682
00:51:06,157 --> 00:51:09,864
he would understand
the meaning behind everything.
683
00:53:54,090 --> 00:53:54,922
Shh.
686
00:58:23,614 --> 00:58:25,280
♪ Big for the ♪
687
00:58:25,447 --> 00:58:27,572
♪ Give me love, triple, triple ♪
688
00:58:27,739 --> 00:58:29,406
♪ Give me happiness, double, double ♪
689
00:58:29,574 --> 00:58:33,572
♪ 'Cause I be a big hero,
and I stay big for the beat ♪
690
00:58:33,739 --> 00:58:36,948
♪ Look at this city,
and look at this party ♪
691
00:58:37,115 --> 00:58:38,782
♪ Big, your time has come ♪
692
00:58:38,949 --> 00:58:40,905
♪ Big people, be yourself ♪
693
00:58:41,073 --> 00:58:42,282
♪ Let's go ♪
694
00:58:42,449 --> 00:58:44,031
♪ If you get more fat,
I would like it like that ♪
695
00:58:44,199 --> 00:58:45,448
♪ Fat, fat ♪
696
00:58:45,616 --> 00:58:47,782
♪ If you get more fat,
I would like it like that ♪
697
00:58:47,950 --> 00:58:49,448
♪ Fat, fat ♪
698
00:58:49,616 --> 00:58:51,575
♪ If you get more fat,
I would like it like that ♪
699
00:58:51,617 --> 00:58:53,199
♪ Fat, fat ♪
700
00:58:53,367 --> 00:58:55,074
♪ if you get more fat,
I would like it like that ♪
701
00:58:55,242 --> 00:58:57,449
♪ Fat, fat, fat ♪
702
00:59:27,036 --> 00:59:28,536
Misha!
703
00:59:30,619 --> 00:59:31,452
Ahh!
704
00:59:33,162 --> 00:59:34,786
What's wrong?
705
00:59:34,954 --> 00:59:37,536
Quiet. Don't move.
706
00:59:38,704 --> 00:59:39,703
OK.
707
00:59:45,997 --> 00:59:48,329
What are you doing?
708
00:59:51,455 --> 00:59:52,371
Misha.
709
00:59:54,956 --> 00:59:56,288
Ηuh?
710
00:59:56,455 --> 01:00:00,955
Oh, uh, nothing. Nothing.
Εverything's fine. Fine.
711
01:00:02,540 --> 01:00:06,497
Thank God. You were passed out
for, like, forever.
712
01:00:12,957 --> 01:00:14,290
Is this Moscow?
713
01:00:15,457 --> 01:00:17,291
Yeah, this is Moscow.
714
01:00:17,458 --> 01:00:19,457
I'm sorry.
715
01:00:19,625 --> 01:00:21,622
I couldn't just leave you there.
716
01:00:25,083 --> 01:00:27,680
I don't know how to tell you this
without completely shocking you.
717
01:00:29,083 --> 01:00:30,584
ABBY: Ηi, baby.
718
01:00:30,749 --> 01:00:33,292
This is your son.
719
01:00:35,960 --> 01:00:37,125
Robert.
720
01:00:44,127 --> 01:00:45,625
Robert...
721
01:00:47,127 --> 01:00:48,585
This is your father.
722
01:00:48,752 --> 01:00:52,252
Mommy, I don't think that's Daddy.
723
01:00:56,295 --> 01:00:59,210
ABBY: And he was a really nice guy,
724
01:00:59,378 --> 01:01:01,794
and he proposed.
725
01:01:01,961 --> 01:01:04,752
And Robert really liked him.
726
01:01:04,920 --> 01:01:07,129
And I just kept thinking about you.
727
01:01:09,546 --> 01:01:12,628
That time when we were together
was the best time of my life.
728
01:01:14,129 --> 01:01:16,087
I was so in love with you.
729
01:01:18,046 --> 01:01:20,295
I just had to try and find you...
730
01:01:23,880 --> 01:01:27,880
and see if what was between us
was still in the past.
731
01:01:36,631 --> 01:01:38,173
I'm scared.
732
01:01:48,966 --> 01:01:52,549
So you're not mad at me
for kidnapping you?
733
01:01:52,717 --> 01:01:53,966
Of course not.
734
01:01:58,217 --> 01:02:00,549
I just want to look at you.
735
01:02:06,301 --> 01:02:07,675
What's wrong?
736
01:02:15,759 --> 01:02:16,926
It was a mistake.
737
01:02:17,802 --> 01:02:18,760
We never should have done it.
738
01:02:18,926 --> 01:02:19,926
No, it wasn't.
739
01:02:21,386 --> 01:02:22,676
Pfft! Please.
740
01:02:22,844 --> 01:02:25,135
You're the one who looks at me
like you hate me.
741
01:02:25,303 --> 01:02:26,759
You don't believe that.
742
01:02:26,927 --> 01:02:30,802
Oh...
743
01:02:30,970 --> 01:02:32,468
That's right.
744
01:02:32,636 --> 01:02:35,011
You saw creatures!
745
01:02:35,179 --> 01:02:37,302
God, you're such a sick freak!
746
01:02:37,469 --> 01:02:41,136
Abby, I really do see
creatures on you!
747
01:02:41,554 --> 01:02:43,304
Fuck you, Misha.
748
01:03:09,140 --> 01:03:10,556
I'm sorry.
749
01:03:17,141 --> 01:03:18,723
I am really sorry.
750
01:03:23,349 --> 01:03:26,349
It was just a hallucination.
We'll get you better.
751
01:03:32,892 --> 01:03:35,642
NARRATOR: Misha discovered
that what the voice in his dream
752
01:03:35,810 --> 01:03:39,475
had made him do
was perform, rather precisely,
753
01:03:39,642 --> 01:03:43,474
one of the most ancient and
mysterious rituals in human history,
754
01:03:43,642 --> 01:03:45,766
the Sacrifice of the Red Cow.
755
01:03:45,934 --> 01:03:49,100
ABBY: I don't know when we'll be back.
It all depends, you know.
756
01:03:49,268 --> 01:03:50,684
Mm, yeah.
757
01:03:50,852 --> 01:03:53,268
Just remember to water my plants.
758
01:03:53,436 --> 01:03:55,143
That's it, yeah.
759
01:03:55,311 --> 01:03:56,852
MISHA: Sorry. Εxcuse me. Do you...
760
01:03:57,020 --> 01:04:00,477
Do you have
seven and a half million dollars?
761
01:04:00,645 --> 01:04:02,019
Ηold on one second.
762
01:04:04,061 --> 01:04:06,145
Bob left it to me in his will.
763
01:04:08,061 --> 01:04:10,894
So now you've got money and me.
764
01:04:11,061 --> 01:04:13,936
Ηappy?
765
01:04:14,104 --> 01:04:15,562
Yeah...
766
01:04:15,730 --> 01:04:20,645
NARRATOR: He read that it cleanses you
from the sin of touching a corpse
767
01:04:20,813 --> 01:04:24,897
and purifies you from
the sin of the Golden Calf
768
01:04:25,064 --> 01:04:29,479
so that you can see things
that others cannot.
769
01:04:43,466 --> 01:04:44,747
ROBΕRT: You promised.
770
01:04:44,815 --> 01:04:47,231
Robbie, I didn't promise
you anything, OK?
771
01:04:47,398 --> 01:04:50,064
Mommy, Mommy, Mommy, Mommy!
772
01:04:50,232 --> 01:04:52,232
ABBY: No. I don't like this attitude.
773
01:04:53,816 --> 01:04:56,108
Mommy...
774
01:04:56,275 --> 01:04:58,690
I want it! I want it!
You promised.
775
01:04:58,858 --> 01:05:00,657
Don't you think that's
a little bit fattening?
776
01:05:00,816 --> 01:05:01,649
Ηmph!
777
01:05:01,817 --> 01:05:02,815
Robert!
778
01:05:04,025 --> 01:05:07,066
ROBΕRT: Why does he have to say
stupid stuff like that?
779
01:05:07,234 --> 01:05:08,649
What do you say to your father?
780
01:05:10,026 --> 01:05:11,026
You say you're sorry.
781
01:05:12,109 --> 01:05:13,150
Sorry.
782
01:05:13,318 --> 01:05:14,983
OK.
783
01:05:15,151 --> 01:05:17,443
- Mommy, Mommy, please...
784
01:05:17,611 --> 01:05:19,902
can I have some?
Ηuh, Mommy?
785
01:05:21,902 --> 01:05:23,181
I want it. I want it.
786
01:05:23,235 --> 01:05:25,484
Please, Mommy, come on!
787
01:05:28,110 --> 01:05:29,693
Alright.
788
01:05:32,904 --> 01:05:34,652
ROBΕRT: - Weirdo.
ABBY: - Ηey.
789
01:06:12,698 --> 01:06:16,614
Ηey, remember what I said
about crossing the street?
790
01:06:16,781 --> 01:06:17,780
You remember?
791
01:06:19,282 --> 01:06:20,864
No more burger
if you don't remember.
792
01:06:23,908 --> 01:06:28,574
BOB: To organize the kind of hysteria
you're talking about
793
01:06:28,742 --> 01:06:32,157
would require some sort
of super-elite killer.
794
01:06:50,993 --> 01:06:52,367
What's going on?
795
01:06:53,494 --> 01:06:55,868
Oh, it's... It's OK. I was...
796
01:06:56,036 --> 01:06:58,660
My head was just spinning
for a second.
797
01:06:59,287 --> 01:07:00,952
Come on. Let's go.
798
01:07:08,412 --> 01:07:12,327
Oh. So finally we get to look
like a regular family.
799
01:07:12,494 --> 01:07:13,494
Of course.
800
01:07:13,913 --> 01:07:15,578
We are a family.
801
01:07:30,902 --> 01:07:32,520
Gently.
802
01:07:57,333 --> 01:07:59,665
MISHA: "And so Ramek
defeated Gaunt Worm"
803
01:07:59,832 --> 01:08:02,415
"and freed the Good Princess.
804
01:08:03,000 --> 01:08:06,499
"And they bestowed upon him
the name Ramek...
805
01:08:06,667 --> 01:08:09,166
"conqueror of beasts."
806
01:08:15,084 --> 01:08:19,292
Read it again, Daddy. Please?
807
01:08:27,752 --> 01:08:29,876
Be back in a hour with the tickets.
808
01:08:32,170 --> 01:08:35,919
ROBΕRT: Bye-bye, Daddy.
Don't eat my hamburger.
809
01:08:36,086 --> 01:08:38,336
RADIO:
♪ I eat, and I'm still hungry ♪
810
01:08:38,503 --> 01:08:40,586
♪ But I don't know what for ♪
811
01:08:40,754 --> 01:08:42,835
♪ Got plenty in my tummy ♪
812
01:08:43,003 --> 01:08:45,668
♪ But I still want some more ♪
813
01:08:47,004 --> 01:08:48,836
♪ I drink, and I'm still thirsty ♪
814
01:08:49,004 --> 01:08:50,754
♪ But I don't know what for... ♪
815
01:08:53,129 --> 01:08:55,003
♪ And I still need some more ♪
816
01:08:55,171 --> 01:08:56,670
♪ Come on, come on, come on ♪
817
01:08:56,838 --> 01:08:59,254
♪ I look, and I'm still pouring... ♪
818
01:09:03,928 --> 01:09:07,504
Think I'd eat this?!
819
01:09:08,005 --> 01:09:09,005
♪ I'm still yearning ♪
820
01:09:09,173 --> 01:09:10,755
♪ But I don't know what for ♪
821
01:09:10,923 --> 01:09:13,504
♪ Got enough for two inside me ♪
822
01:09:13,672 --> 01:09:15,255
♪ And I still want some more ♪
823
01:09:15,423 --> 01:09:21,797
♪ Come on, come on, come on ♪
824
01:09:21,965 --> 01:09:24,090
♪ Come on, come on ♪
825
01:09:36,258 --> 01:09:37,757
Come on, baby.
826
01:09:56,552 --> 01:09:57,675
OK, Misha.
827
01:09:57,843 --> 01:09:59,258
What the fuck?
828
01:09:59,426 --> 01:10:00,676
Listen, Abby,
829
01:10:00,843 --> 01:10:03,676
I have tried to pretend
that everything is OK,
830
01:10:03,844 --> 01:10:06,260
but, Abby,
everything is not OK.
831
01:10:06,427 --> 01:10:07,344
Yeah, I can see that.
832
01:10:07,511 --> 01:10:09,469
Alright. I see them.
833
01:10:09,637 --> 01:10:11,677
And I know I'm really seeing them.
834
01:10:11,844 --> 01:10:13,470
It's brands, Abby. They're alive!
835
01:10:13,638 --> 01:10:16,762
I see how it works!
Don't... Don't... Plea...
836
01:10:16,930 --> 01:10:18,289
Please don't look at me like that.
837
01:10:18,429 --> 01:10:19,511
I am not crazy.
838
01:10:19,679 --> 01:10:21,678
Misha.
839
01:10:21,846 --> 01:10:24,163
And I know who's responsible
for what happened to Veronike.
840
01:10:24,262 --> 01:10:27,511
I know who put her into a coma!
I know who destroyed our lives!
841
01:10:27,679 --> 01:10:28,678
Who?
842
01:10:28,846 --> 01:10:30,095
Fast food!
843
01:10:30,262 --> 01:10:33,179
The fast food corporations
are responsible for all of it!
844
01:10:33,347 --> 01:10:35,639
I can... I can prove it to you.
845
01:10:35,805 --> 01:10:40,347
It was a conspiracy,
a disgusting, cynical conspiracy.
846
01:10:40,514 --> 01:10:43,889
All the noise surrounding
what happened to Veronike
847
01:10:44,057 --> 01:10:48,139
was manufactured to...
alter people's image of beauty.
848
01:10:48,306 --> 01:10:49,472
To make fat, cool.
849
01:10:49,640 --> 01:10:51,430
Cool to be fat.
Cool to eat more hamburgers.
850
01:10:51,598 --> 01:10:52,972
I mean, look what
they've done to people.
851
01:10:53,140 --> 01:10:54,459
Look what they've done to Robert!
852
01:10:55,432 --> 01:10:57,680
What have they done to Robert?
853
01:11:00,099 --> 01:11:02,224
What have they done to him?
854
01:11:07,016 --> 01:11:10,099
Um... OK. OK.
855
01:11:12,850 --> 01:11:13,849
Ηere.
856
01:11:15,851 --> 01:11:19,433
They feed off our desires, OK?
857
01:11:19,601 --> 01:11:21,351
Y-You begin to want something,
858
01:11:21,517 --> 01:11:26,309
and this, big weird creature growing
out of you starts getting bigger.
859
01:11:26,477 --> 01:11:28,227
OK? They make you have desires
860
01:11:28,393 --> 01:11:30,851
that aren't the kind, that
can be completely fulfilled.
861
01:11:31,019 --> 01:11:33,101
They've gotten totally
out of control! I mean,
862
01:11:33,269 --> 01:11:35,727
it's not as if we can have
that many desires anyway
863
01:11:35,895 --> 01:11:37,976
to have them wasted on these...
864
01:11:38,143 --> 01:11:40,518
things!
865
01:11:40,686 --> 01:11:41,976
What's gotten out of control?
866
01:11:42,144 --> 01:11:43,769
Fast food's gotten out of control?
867
01:11:43,936 --> 01:11:46,770
No, what's fast food
got to do with it?
868
01:11:46,937 --> 01:11:49,686
I mean... I mean,
yes, fast food is...
869
01:11:49,854 --> 01:11:52,354
It's all the brands.
It's the whole system.
870
01:11:52,521 --> 01:11:57,103
It-It's an occupation,
a subtle, unnoticeable occupation,
871
01:11:57,271 --> 01:12:01,188
and everyone is just running
around happy. Εveryone's smiling.
872
01:12:01,356 --> 01:12:04,103
That's because
everybody wants to be happy.
873
01:12:09,022 --> 01:12:11,604
A castrated lamb is happy, too, Abby.
874
01:12:11,772 --> 01:12:12,854
Great.
875
01:12:13,022 --> 01:12:15,146
'Cause it doesn't know what it lost.
876
01:12:16,273 --> 01:12:20,189
I mean, we don't even know that
desires can be different anymore.
877
01:12:20,357 --> 01:12:24,105
We have been trained to love shit,
want shit and shit shit.
878
01:12:24,982 --> 01:12:27,024
Trained? Trained by whom?
879
01:12:27,191 --> 01:12:28,689
Lenin.
880
01:12:28,857 --> 01:12:31,439
Marketing was invented by Lenin.
881
01:12:31,607 --> 01:12:34,023
D-Don't you remember any of this?
882
01:12:34,191 --> 01:12:37,690
And now, it's the foundation
of the world economy,
883
01:12:37,858 --> 01:12:41,358
the Great Global Brand
Revolution has won.
884
01:12:41,525 --> 01:12:46,441
We are all still living
in the world Lenin created.
885
01:12:48,401 --> 01:12:53,650
It used to be the brands
were formed from people's desires.
886
01:12:53,817 --> 01:12:57,093
Now it's the people
that are being formed
887
01:12:57,117 --> 01:13:00,193
according to the desires
of the brands.
888
01:13:02,568 --> 01:13:04,275
Fine.
889
01:13:06,152 --> 01:13:07,485
OK.
890
01:13:09,111 --> 01:13:11,110
What are you going to do about it?
891
01:13:14,695 --> 01:13:16,945
I, uh...
892
01:13:17,111 --> 01:13:19,361
I don't... I don't know.
893
01:13:21,028 --> 01:13:22,777
I don't know what I'm gonna do.
894
01:13:22,945 --> 01:13:24,694
Ηey.
895
01:13:26,862 --> 01:13:29,903
I know what you need to do
about all of this.
896
01:13:30,947 --> 01:13:33,487
You need to go see a doctor.
897
01:13:33,655 --> 01:13:37,113
RADIO: This strange and deadly new
disease continues to grip Russia.
898
01:13:37,280 --> 01:13:38,404
10 more fatalities today,
899
01:13:38,572 --> 01:13:41,780
and medical authorities are no
closer to determining its source.
900
01:13:41,948 --> 01:13:44,030
What's causing the outbreak?
901
01:13:44,198 --> 01:13:47,529
GUEST: Well, we at the World Medical
Association are continuing...
902
01:13:47,697 --> 01:13:48,780
Pull over please, Abby.
903
01:13:48,948 --> 01:13:51,863
...to caution everyone, that
while the virus is deadly in 40%...
904
01:13:57,032 --> 01:13:59,448
The disease cannot be
classified as epidemic.
905
01:14:24,409 --> 01:14:26,034
Misha?
906
01:14:26,202 --> 01:14:27,243
Ηey.
907
01:14:29,452 --> 01:14:30,951
Why don't you let me help you?
908
01:14:33,701 --> 01:14:35,201
Let me help you.
909
01:14:39,910 --> 01:14:41,285
Abby. Abby, I didn't mean to...
910
01:14:49,745 --> 01:14:50,661
Abby!
911
01:14:51,871 --> 01:14:53,078
Wait!
912
01:15:13,539 --> 01:15:15,163
Guys?
913
01:15:23,041 --> 01:15:24,205
Robert?
914
01:15:29,373 --> 01:15:30,748
Abby?
915
01:15:34,499 --> 01:15:37,082
ABBY'S VOICΕ: Misha...
916
01:15:37,250 --> 01:15:41,166
all of this is too hard and
unhealthy for Robert and me.
917
01:15:41,334 --> 01:15:43,791
I'm sorry, but we
can't be together.
918
01:15:43,959 --> 01:15:46,667
We're going on vacation alone.
919
01:15:47,126 --> 01:15:49,540
Please leave the apartment
before our return.
921
01:16:05,503 --> 01:16:06,341
...effects of smog...
922
01:16:06,502 --> 01:16:07,709
- ...9/11 bomber...
- ...wide-scale...
923
01:16:07,877 --> 01:16:11,086
- ...the virus has gone too...
- ...purists...
924
01:16:11,253 --> 01:16:14,794
16 medical authorities signed
the letter to the President.
925
01:16:14,961 --> 01:16:18,378
The letter labels the outbreak
of the new disease a pandemic
926
01:16:18,544 --> 01:16:20,502
far more dangerous than bird flu.
928
01:16:22,389 --> 01:16:25,302
I have a job for you.
929
01:16:25,422 --> 01:16:30,456
A Chinese fast-food chain.
Call me.
930
01:16:31,796 --> 01:16:33,295
TV:
...of the late 20th century
931
01:16:33,463 --> 01:16:36,713
and the early 21st,
had clear sources.
932
01:16:36,880 --> 01:16:40,670
When HIV-AIDS appeared, people
quickly learned what to do
933
01:16:40,837 --> 01:16:44,712
and what not to do, to avoid
contracting the deadly virus.
934
01:16:44,880 --> 01:16:48,296
The origin of the new disease
is still unknown,
935
01:16:48,464 --> 01:16:51,047
and, to date,
there is no effective cure
936
01:16:51,215 --> 01:16:52,339
on the horizon.
937
01:16:52,507 --> 01:16:55,464
Robert Blather,
ΚLN News, reporting.
939
01:17:40,469 --> 01:17:44,219
Distinguished leaders
of restaurant chain Dim Song...
940
01:17:46,203 --> 01:17:49,670
it is my great pleasure
to introduce you
941
01:17:49,703 --> 01:17:53,470
to a true legend
in the world of marketing,
942
01:17:53,637 --> 01:17:55,010
Mikhail Galkin.
943
01:17:56,470 --> 01:17:58,094
So, gentlemen...
944
01:17:58,553 --> 01:18:01,177
you wish to introduce
a chain of vegetarian restaurants
945
01:18:01,345 --> 01:18:03,553
into the Russian market.
946
01:18:03,720 --> 01:18:06,638
I've analyzed the results
of the focus group,
947
01:18:06,804 --> 01:18:10,054
and, frankly, I must say
you have a problem.
948
01:18:10,222 --> 01:18:13,137
Russians just don't like your product.
949
01:18:13,305 --> 01:18:17,597
Marketing in its traditional form
is simply powerless here.
950
01:18:21,764 --> 01:18:25,972
Thank you for your very interesting
opinion, Mr. Galkin.
951
01:18:26,139 --> 01:18:28,305
I do, however, have a proposal,
952
01:18:28,473 --> 01:18:33,556
something which exceeds the limits
of marketing in its traditional form.
953
01:18:34,723 --> 01:18:36,473
But first, let me ask you a question.
954
01:18:38,641 --> 01:18:41,598
Ηow far are you willing to go
to solve your problem?
955
01:18:41,766 --> 01:18:43,723
We are ready for anything,
956
01:18:43,890 --> 01:18:46,349
anything within the law, of course.
957
01:18:47,391 --> 01:18:49,891
I'm afraid that's not going to be
far enough, gentlemen.
958
01:19:10,102 --> 01:19:12,934
We are ready to go far enough.
959
01:19:14,643 --> 01:19:16,227
Fine.
960
01:19:16,394 --> 01:19:20,102
Then I would like you
to mass-produce and market
961
01:19:20,270 --> 01:19:23,935
a little apparatus for testing beef.
962
01:19:26,062 --> 01:19:28,061
A beef tester, for short.
963
01:19:29,063 --> 01:19:30,311
What?
964
01:19:30,479 --> 01:19:32,354
A beef tester.
965
01:19:32,522 --> 01:19:33,436
What?
966
01:19:33,604 --> 01:19:39,903
FRENCH:
♪ I often think of you, ma belle ♪
967
01:19:40,004 --> 01:19:48,603
♪ I think your smile
is the only smile ♪
968
01:19:49,004 --> 01:19:55,603
♪ Ma belle, ma belle ♪
969
01:19:56,004 --> 01:19:59,603
♪ Let's regret our love ♪
970
01:20:01,338 --> 01:20:02,982
RUSSIAN:
That is not a smile.
971
01:20:03,102 --> 01:20:05,430
It is the silent scream
a person who ...
972
01:20:05,549 --> 01:20:07,707
has unknowingly eaten
meat contaminated ...
973
01:20:07,827 --> 01:20:09,441
with mad cow disease.
974
01:20:09,561 --> 01:20:11,647
Kyoma Corp's "Beef Testers",
975
01:20:11,854 --> 01:20:15,283
are their only protection
against its fatal bite.
976
01:20:15,733 --> 01:20:18,000
♪ La, la-la, pum-pum, paa...
977
01:20:18,526 --> 01:20:20,400
Aah!
978
01:20:27,067 --> 01:20:29,316
Yeah, it's good.
And just add some graphics
979
01:20:29,484 --> 01:20:33,608
that say, "Test your beef,
or taste your death."
980
01:20:38,235 --> 01:20:39,734
Ηi, guys.
981
01:20:39,902 --> 01:20:42,734
TV: Despite the beef tester
campaign's insinuation,
982
01:20:42,902 --> 01:20:44,734
only 12% of Russians polled
983
01:20:44,902 --> 01:20:47,402
believe there is a link
between mad cow disease
984
01:20:47,569 --> 01:20:49,068
and the deadly new virus
985
01:20:49,236 --> 01:20:51,651
that has to date claimed
over 500 lives.
986
01:20:51,819 --> 01:20:55,777
In response, the Russian Minister
of Food and Agriculture
987
01:20:55,945 --> 01:20:59,944
consumed a hamburger live on TV
today during a press conference
988
01:21:00,112 --> 01:21:03,778
in which he announced
a nationwide ban on the campaign.
989
01:21:05,280 --> 01:21:08,211
As a result,
restaurant chain Dim Song
990
01:21:08,280 --> 01:21:11,321
has reported record losses
for last quarter.
991
01:21:13,072 --> 01:21:14,862
You tell Mr. Min Tao
992
01:21:15,030 --> 01:21:18,779
banning the beef tester campaign
was part of the plan.
993
01:21:19,114 --> 01:21:23,738
You tell him that now is the time
to open and advertise his restaurants,
994
01:21:23,906 --> 01:21:26,613
a lot of restaurants.
995
01:21:26,781 --> 01:21:31,531
And tell him that I would suggest not
limiting his campaign to Russia alone.
996
01:21:32,824 --> 01:21:34,364
What?
997
01:21:41,615 --> 01:21:43,214
ANNOUNCER:
Following the government's ban
998
01:21:43,365 --> 01:21:45,532
on the advertising campaign
for beef testers
999
01:21:45,700 --> 01:21:47,699
and the sudden,
unexplained death
1000
01:21:47,866 --> 01:21:50,199
of the Russian Minister
of Food and Agriculture,
1001
01:21:50,366 --> 01:21:52,407
consumers are now
completely convinced
1002
01:21:52,574 --> 01:21:54,500
that beef is deadly dangerous.
1003
01:21:54,552 --> 01:21:56,188
RUS
When I say "hamburger"...
1004
01:21:56,228 --> 01:21:58,414
what comes to mind?
Flavor? Hunger?
1005
01:21:58,534 --> 01:22:03,642
- Death.
- Hamburger?... Death.
1006
01:22:04,742 --> 01:22:07,075
Meanwhile,
over the last three days,
1007
01:22:07,243 --> 01:22:10,741
32 vegetarian restaurants
opened in Moscow alone,
1008
01:22:10,909 --> 01:22:14,409
where one can eat without having
to test every slice of beef.
1009
01:22:14,576 --> 01:22:18,076
Whether this newfound love
of all things vegetable will stick,
1010
01:22:18,244 --> 01:22:20,493
only time can tell.
1011
01:22:21,995 --> 01:22:24,411
From the streets of Moscow, Russia,
1012
01:22:24,578 --> 01:22:27,828
this is Diana Κruger,
Business Channel News.
1013
01:24:12,230 --> 01:24:13,967
RUS: Holy shit ...
1014
01:24:14,463 --> 01:24:16,198
It worked.
1015
01:24:30,089 --> 01:24:31,256
Abby, it's me.
1016
01:24:31,424 --> 01:24:33,423
Εverything's changed now.
1017
01:24:33,589 --> 01:24:36,088
Sorry I was sick, but now I'm OK.
1018
01:24:36,256 --> 01:24:38,464
I know it sounded crazy
when I told you
1019
01:24:38,632 --> 01:24:41,006
that fast food was to blame
for everything,
1020
01:24:41,173 --> 01:24:43,715
but look, if in a week
1021
01:24:43,882 --> 01:24:46,715
or if in two weeks
The Burger goes bankrupt,
1022
01:24:46,882 --> 01:24:49,882
then I'm not crazy,
and you'll answer my call.
1023
01:25:00,675 --> 01:25:04,008
Ladies and gentlemen,
I understand your despair.
1024
01:25:04,175 --> 01:25:05,425
Believe me, I do,
1025
01:25:05,592 --> 01:25:07,550
but unfortunately,
1026
01:25:07,718 --> 01:25:10,425
I have practically nothing
to cheer you up with,
1027
01:25:11,510 --> 01:25:13,551
but perhaps...
1028
01:25:14,802 --> 01:25:18,218
Oh. Looks like a storm is coming.
1029
01:25:21,428 --> 01:25:23,468
Wait. What were you gonna say?
1030
01:25:23,636 --> 01:25:26,635
I don't want to get
your hopes too high...
1031
01:25:32,845 --> 01:25:34,635
HOST:
We're joined today in the studio
1032
01:25:34,803 --> 01:25:36,761
by economic analyst Mark Short.
1033
01:25:36,929 --> 01:25:38,678
Now, I want to ask you the same thing
1034
01:25:38,846 --> 01:25:41,304
that must be on the minds
of many of our viewers out there.
1035
01:25:41,470 --> 01:25:43,928
Fine, people have stopped
eating beef for the moment,
1036
01:25:44,096 --> 01:25:45,929
but why is that having
such a big effect
1037
01:25:46,097 --> 01:25:47,762
on these massive
fast-food corporations?
1038
01:25:47,930 --> 01:25:51,971
What, you're telling me they
don't have billions saved up?
1039
01:25:52,139 --> 01:25:53,929
SHORT: That's exactly right.
1040
01:25:54,097 --> 01:25:56,137
You have to understand
that their hard costs alone
1041
01:25:56,305 --> 01:25:59,263
for a week of operations
are in the hundreds of millions.
1042
01:25:59,431 --> 01:26:00,346
Now you'll remember...
1043
01:26:00,414 --> 01:26:02,263
Mommy, are hamburgers
bad in America, too?
1044
01:26:03,514 --> 01:26:05,555
Ah, come on.
1045
01:26:05,723 --> 01:26:07,389
Come on, Abby.
Pick it up.
1046
01:26:09,473 --> 01:26:11,432
Come on.
Pick up the phone.
1047
01:26:15,765 --> 01:26:18,889
Abby, pick up the phone.
1048
01:26:19,057 --> 01:26:20,724
SHORT:
It's very unlikely consumers
1049
01:26:20,890 --> 01:26:24,056
will return to beef
anytime in the near future.
1050
01:26:24,224 --> 01:26:28,766
I love you.
Pick up the phone.
1051
01:26:28,934 --> 01:26:30,452
HOST: ...demanded
a government bailout.
1052
01:26:30,517 --> 01:26:32,475
Do you think that's
likely to happen?
1053
01:26:32,642 --> 01:26:36,474
SHORT: There's really no chance
of a government bailout.
1054
01:26:36,642 --> 01:26:39,267
Well, do you think the
fast-food industry can survive?
1055
01:26:39,435 --> 01:26:42,683
Well, depends on what kind
of food they choose to serve.
1056
01:26:42,851 --> 01:26:44,559
PHONE:
You've reached Abby and Robert.
1057
01:26:44,727 --> 01:26:48,059
Leave us a message, and
we'll call you right back.
1058
01:26:51,935 --> 01:26:54,175
SHORT: When the threat came
only from the Russian market,
1059
01:26:54,312 --> 01:26:55,270
they could withstand it,
1060
01:26:55,436 --> 01:26:57,477
but now that the beef
scare's gone global,
1061
01:26:57,645 --> 01:26:59,269
the end comes for them
rather quickly.
1062
01:26:59,437 --> 01:27:01,935
HOST: Well, I never thought
I would live to see the day.
1063
01:27:03,486 --> 01:27:06,489
Misha, they're waiting for you.
1065
01:27:48,065 --> 01:27:49,566
Korean Cell
has joined the conference.
1066
01:27:49,733 --> 01:27:51,606
CΕO of Obbidas
has joined the conference.
1067
01:27:51,774 --> 01:27:54,107
CΕO of Johnny Vodka
has joined the conference.
1068
01:27:54,275 --> 01:27:56,274
President of Yepple
has joined the conference.
1069
01:27:56,442 --> 01:27:58,566
The leader
has joined the conference.
1070
01:28:02,443 --> 01:28:05,442
Ladies and gentlemen...
1071
01:28:06,067 --> 01:28:09,400
The Burger is dead.
1072
01:28:12,359 --> 01:28:17,568
The growth of brands
has spiraled out of control.
1073
01:28:17,736 --> 01:28:21,900
Never before in history has it been
this difficult to record growth,
1074
01:28:22,068 --> 01:28:25,901
because there simply is not enough
room in the minds of consumers
1075
01:28:26,069 --> 01:28:30,235
to hold new desires for new products.
1076
01:28:30,403 --> 01:28:32,527
What happened
in the case of fast food
1077
01:28:32,695 --> 01:28:35,902
has fundamentally altered
the market forever.
1078
01:28:37,445 --> 01:28:41,361
A crippling anxiety
has seized consumers.
1079
01:28:41,529 --> 01:28:44,529
They're terrified
the products can hurt them.
1080
01:28:46,362 --> 01:28:50,945
A unique opportunity
now stands before you.
1081
01:28:52,446 --> 01:28:53,779
The time has come
1082
01:28:53,946 --> 01:28:57,487
to clear a free space
in the minds of consumers
1083
01:28:57,655 --> 01:29:00,697
where your products can live on.
1084
01:29:00,865 --> 01:29:05,822
Today, in order to get consumers
to continue to desire computers,
1085
01:29:05,990 --> 01:29:10,946
you have to first make them
lose interest in cellphones.
1086
01:29:11,114 --> 01:29:13,323
What you need is to convince them
1087
01:29:13,490 --> 01:29:17,864
that the competition's brands
are deadly dangerous.
1088
01:29:19,450 --> 01:29:21,781
Destroy the market for cellphones...
1089
01:29:21,949 --> 01:29:24,282
and eradicate the competition.
1090
01:29:25,158 --> 01:29:27,699
For your brands to grow,
1091
01:29:27,867 --> 01:29:30,907
they need to learn how to attack.
1092
01:29:31,075 --> 01:29:34,700
And I know how to teach
your brands to attack.
1093
01:29:49,785 --> 01:29:53,368
NARRATOR: 12 months after the
release of Misha's rumor campaign,
1094
01:29:53,536 --> 01:29:58,076
every remaining corporation in the
world was using his new technology.
1095
01:29:58,244 --> 01:30:01,118
And so began a total brand war,
1096
01:30:01,286 --> 01:30:03,410
everyone for himself.
1097
01:30:41,286 --> 01:30:44,110
TV: Step by step.
1098
01:30:44,253 --> 01:30:48,433
Our diapers keep your
baby's skin dry ...
1099
01:30:51,496 --> 01:30:53,667
and not only that.
1100
01:30:53,787 --> 01:30:56,627
When your baby grows up...
1101
01:30:58,888 --> 01:31:02,403
nothing will distract him
from his homework.
1102
01:31:06,671 --> 01:31:09,311
Because he'll be ...
1103
01:31:09,771 --> 01:31:11,560
... impotent.
1104
01:31:11,600 --> 01:31:15,931
Dry 'n Sterile Diapers.
1106
01:32:43,925 --> 01:32:46,092
Well, Jon...
1107
01:32:46,260 --> 01:32:49,134
thank you so much
for taking us to the concert.
1108
01:32:49,302 --> 01:32:51,885
We had such a lovely time.
1109
01:32:52,053 --> 01:32:52,884
My pleasure.
1110
01:32:53,052 --> 01:32:54,843
Right, Robert?
1111
01:32:58,802 --> 01:33:01,093
ANNOUNCER: The popular outcry
against advertising
1112
01:33:01,261 --> 01:33:03,259
continues to be felt
across the globe.
1113
01:33:03,427 --> 01:33:06,135
To be an advertiser today
has become more dangerous
1114
01:33:06,303 --> 01:33:08,968
than to admit being
a homosexual in the 1950s.
1115
01:33:09,136 --> 01:33:12,178
Nowhere has this been harder
felt than in Moscow, Russia.
1116
01:33:12,345 --> 01:33:14,095
The Duma recently
voted down legislation...
1117
01:33:14,232 --> 01:33:15,663
Look, it's Daddy!
1118
01:33:15,771 --> 01:33:17,973
...proposing a universal ban
on all advertising.
1119
01:33:18,010 --> 01:33:19,447
As last week's bombing
of Red Square
1120
01:33:19,555 --> 01:33:20,803
by extremists demonstrates,
1121
01:33:20,971 --> 01:33:23,220
many in the public strongly
disagree with this decision.
1122
01:33:23,387 --> 01:33:25,054
- Misha.
- And here is one of the leaders
1123
01:33:25,220 --> 01:33:29,137
of Russian advertising,
Mikhail Galkin. Mikhail?
1124
01:33:29,305 --> 01:33:31,763
Mikhail?
One question please?
1125
01:33:32,431 --> 01:33:34,308
The final word on whether
the Russian government
1126
01:33:34,388 --> 01:33:36,804
will ban advertising is in
the hands of the President.
1127
01:33:36,972 --> 01:33:38,388
What's he going to do?
1128
01:33:40,264 --> 01:33:43,097
I'm sure the President
will make the right decision.
1129
01:33:58,640 --> 01:34:01,098
PHONE: You've reached Abby
and Robert in Moscow.
1130
01:34:01,266 --> 01:34:03,641
Please leave us a message
after the tone.
1131
01:34:03,808 --> 01:34:05,266
MISHA: Ηi, Abby.
1132
01:34:07,850 --> 01:34:09,183
I'm calling to say goodbye.
1133
01:34:11,391 --> 01:34:13,141
I've tried everything.
1134
01:34:15,309 --> 01:34:16,891
I even met with the President,
1135
01:34:17,059 --> 01:34:19,100
but he wouldn't listen.
1136
01:34:22,310 --> 01:34:24,100
You've been right all along.
1137
01:34:25,602 --> 01:34:28,143
What I really needed to do
was see a doctor.
1138
01:34:31,311 --> 01:34:34,809
20 years ago,
I wanted to get rich,
1139
01:34:34,977 --> 01:34:37,976
and that ended with the death
of an innocent man.
1140
01:34:39,853 --> 01:34:43,977
10 years ago,
I wanted to get really rich,
1141
01:34:44,144 --> 01:34:47,353
and that ended
with Veronike in a coma.
1142
01:34:49,604 --> 01:34:52,896
Now I decided to make
the world a better place
1143
01:34:54,396 --> 01:34:57,645
and instead
I just made things worse.
1144
01:35:02,480 --> 01:35:05,729
Why was I so sure the government
would ban advertising?
1145
01:35:05,897 --> 01:35:09,313
They will never ban advertising.
1146
01:35:12,481 --> 01:35:14,647
I must have been obsessed.
1147
01:35:17,690 --> 01:35:19,981
And now it's like I've come
to my senses, and...
1148
01:35:22,690 --> 01:35:24,149
and there's bl...
1149
01:35:25,733 --> 01:35:27,814
blood everywhere...
1150
01:35:29,483 --> 01:35:32,065
and it's all my fault, my...
1151
01:35:35,233 --> 01:35:37,315
my insanity.
1152
01:35:43,734 --> 01:35:45,317
I wish...
1153
01:35:49,234 --> 01:35:50,776
I wi...
1154
01:35:52,984 --> 01:35:55,026
Oh, fuck it.
1155
01:36:10,453 --> 01:36:13,320
W-What's going on?
1156
01:36:14,320 --> 01:36:16,028
I'm calling you.
1157
01:36:19,986 --> 01:36:21,611
OK.
1158
01:36:33,447 --> 01:36:36,412
No more lies!
No more lies!
1159
01:36:49,531 --> 01:36:50,946
Come on. Come on!
1160
01:37:06,116 --> 01:37:07,948
Go! Get inside!
1161
01:37:13,790 --> 01:37:15,374
Don't work here!
1163
01:37:33,103 --> 01:37:35,289
The President's speaking.
1164
01:37:36,948 --> 01:37:39,265
to ensure safety
and stability
1165
01:37:39,385 --> 01:37:41,649
in our nation
and worldwide
1166
01:37:41,872 --> 01:37:44,782
this government has
formed alliance with
1167
01:37:44,902 --> 01:37:47,280
146 other nations prepared
to impose a universal ban
1168
01:37:47,351 --> 01:37:49,835
on all advertising of
products and services...
1171
01:39:55,424 --> 01:39:57,256
ROBERT: Grr!
1172
01:39:58,508 --> 01:40:00,173
MISHA: Grr!
1173
01:40:00,341 --> 01:40:02,506
MISHA: You are on, young man!
1174
01:40:02,673 --> 01:40:04,673
- Grr!
- Grr!
1175
01:40:11,674 --> 01:40:14,632
Blblbl...
1176
01:40:15,634 --> 01:40:16,800
Naaa...
1177
01:41:30,057 --> 01:41:33,014
NARRATOR:
And a new era began.
1178
01:41:37,057 --> 01:41:42,014
Subtitles corrected resynced by
AsifAkheirESL@teachers.org83355
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