We are delighted to be partnering with Dublin International Film Festival (DIFF) once again and working with the Silver Screen Critics as they comment on this year’s programme. In this article, the critics give their thoughts on Eight Postcards from Utopia.
Mutale Kampuni
One might be forgiven for taking a moment or two to get the engines of the mind revving before getting to grips with watching this film.
A dazzling assault on the senses with images flashing left, right and centre. Noise, chattering voices, chaos and confusion are all thrown into the fray. The initial instinct might be to turn, swivel on one’s heel and beat a hasty retreat away from the screen. But hold tight and you will be rewarded. As the eyes and mind acclimatise, one is presented with a visually stunning ensemble of advertisements spanning decades and portraying various aspects of life in Romania.
Described as a found-footage documentary assembled exclusively out of post-socialist Romanian advertisements, Eight Postcards is divided into eight segments with a title. Each title serving as part of intertwined, though separate themes of the narrative, the history of a nation over the last three and a half decades is laid bare.
There is a recurring thread centring on the Dacian and Roman origins of the Romanian people. Emphasis is placed on investment ads, money and affluence. There is a long take showing a telemarketer looking at the camera and rehearsing different takes of the sentence, “We all strive to multiply your money.” Matters of life and death, socialism and capitalism, love and nature are also explored through the lens of consumer culture.
Throughout the film, directors Radu Jude and Christian Ferencz-Flatz offer an enlightening and entertaining experience.
Eight Postcards from Utopia had its debut at the Fuori Concorso section of the 77th Locarno Film Festival in Switzerland in 2024 and screened in the Lighthouse Cinema as part of the Dublin International Film Festival this February.
Cultural norms and shifts, technological advancements and the influence of advertising on public perception all play a role and impact the identity of this society. Advertisements chiefly aim to persuade rather than inform, and can be repetitive. The makers of the film have paid attention to creativity, pacing and structure to maintain the viewer’s interest.
Norma Farley Bodie
Snippets of well over a hundred commercials are interwoven in quick succession to provide a fascinating look at the “creativity” — or lack thereof — in ads selling to a society in transition. Eight Postcards from Utopia is a 71-minute documentary composed of archived footage from Romanian TV commercials made between 1989 and the present.
Aimed at a populace moving away from the post-dictator, Ceaușescu-led socialist single-party state in favour of the Western-style capitalist democracy that emerged in 1989, the commercials are organised into eight thematic segments and an epilogue. Each is categorised by a broad topic. For example, one segment contains ads that (humourously) reference the ‘History of Romania’. Another focuses on the ‘Tech Revolution’, followed by a segment of ads targeting the different ‘Ages of Man’ — from birth to old age. Then there are ‘Magic Mirage’-style commercials that use animation and other filmmaking tricks to make their point, and ‘Anatomy of Consumption’ spots that appeal to basic human cravings and fears.
All sorts of products are pitched — some recognisable by name (Pepsi and Gillette), but all familiar to us. For example, a variety of ads extol the super-cleaning properties of laundry soap, drinking beer and vodka, shampoo and dandruff remedies, money-making investment schemes, and even erotica connections — to name just a few.
The “Utopia” in the title refers to the dream-like version of an ideal lifestyle promised by these desirable products. Which — is that not the purpose of all video commercials, not just in Romania?
The film’s only letdown for me was that the Romanian humour and wit employed in some of the more clever and comic advertising scenarios were jump-cut before the anticipated punchline. Following through these funny adverts to their natural conclusion would have added a bit of welcome levity to the project.
The film was directed by Radu Jude and philosopher Christian Ferencz-Flatz. The upside to their montage-style documentary is the rare and insightful window into into Romania’s approach to influencing consumerism during this post-Communist period.
Eight Postcards from Utopia screened at DIFF on 23rd February 2025.
For 11 unforgettable days in February, Dublin transforms into a vibrant hub of cinematic excellence as the Dublin International Film Festival (DIFF) brings the best of Irish and international cinema to the capital in a celebration of storytelling. The festival welcomes lovers of film, dreamers, and curious newcomers alike.
From world premieres to intimate screenings, exclusive Q&As to parties and celebrations, DIFF offers a unique journey into the world of cinema — all set against the buzz and energy of the Irish capital. It’s a contemporary cinema experience that connects communities, ignites ideas, and inspires a lasting love for film throughout the year.
Read more about the work they do here or submit your film here.
