The night-time opening ceremony of MediaMarkt, the German consumer electronics chain store, failed in Alatyr Shopping Center in Yekaterinburg. Despite all the claims made by the opening coordinators, the store never started working at 12 AM on December 10, 2009. The official reason for this failure is declared to be ‘technological problems’. At any rate, this is exactly what the shopping center managers and security staff said. They had to communicate with the potential customers, who had arrived at the mall at midnight. A lot of them were lured in by MediaMarkt adverts that promised