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It is the early 90s and Nirvana has shaken the music world. A new marketing niche has been created upon which corporation suits cannot hang a label Music company Columbia House scrambles to find young employees in order to keep up with the latest trends exciting 'the kids'. Enter Christopher Wilcha, a recent college graduate, who begins a stint in the marketing department.
The Target Shoots First is Wilcha's home video essay shot during this pop-cultural upheaval. Filming anything of interest such as the office Christmas Party, the summer picnic, meetings and his own promotions. Wilcha's greatest feat is in being permitted to film these insider events in the first place. He maintains the casually spontaneous structure of a diary, where the mundane intersects with the metaphysical. A must-see for everyone who lived through the Seattle Sound experience, or anyone interested in popular culture.
"Wilcha shows in an often hilarious and always intelligent way the boundaries of the techno-democracy."— Rotterdam Film Festival