Our New Year's hangover (too much to drink, too much noise, too much fun) has just about abated, and catching a movie is about what we're up for tonight. At ATA (992 Valencia at 21st) there's Czech Dream (Ceský sen), a documentary about the largest consumer hoax the Czech Republic has ever seen. The filmmakers, Filip Remunda and Vit Klusak, set out to explore the psychological and manipulative powers of consumerism by creating an ad campaign for something that didn’t exist: television and radio spots, 400 illuminated billboards, 200,000 flyers promoting CZECH DREAM brand products, an advertising song, a website, and advertisements in newspapers and magazines. For two weeks, the streets of Prague were saturated with advertising for the fake hypermarket. The ads proclaimed: “Don’t Go, Don’t Rush, Don’t Spend” drawing over 4,000 people to turn up on the ‘opening day’. On May 31, 2003, they arrived at a green field where, instead of a hypermarket, they found just the dream hypermarket’s façade (10m high and 100m wide). (8pm)

And if you're in the mood to jump around to high energy noise rock with damaged beats, we emphatically recommend going to the Hemlock (1131 Polk between Post and Sutter) to see Yacht (from Portland), Brooklyn's High Places, with locals, The Gowns and Must Have No Magic. (9:30 pm)