The swedest thing: ready for your close-up?

The Irish Times - Friday - The Ticket - - Film -

The unique mar­ket­ing cam­paign be­hind Be Kind Rewind is in keep­ing with the film’s DIY ethos. Vis­i­tors to the of­fi­cial web­site (www.bekind­ are in­formed that the in­ter­net has been erased and it must be re­built by “sweding” it. The site nav­i­ga­tion is homemade-look­ing and you can even “swede” your­self into the film of your choos­ing.

A gallery in New York is tak­ing the whole sweding thing very se­ri­ously and, for the month of Fe­bru­ary, vis­i­tors to the Deitch Gallery can make their own “sweded” films.

As the film’s di­rec­tor Michel Gondry, ex­plains: “You just walk in to the gallery and have im­me­di­ate ac­cess to a work­shop. It’s all very sim­ple. There is a mini-back lot with 15 lit­tle film sets and you shoot in cam­era, edit­ing while you shoot and the story lines are sup­posed to last about five to 10 min­utes. It’s re­ally the ex­act same thing that Jack Black and Mos Def got up to in the film.”

There’s an Ir­ish ver­sion of this stunt too. Ama­teur film-mak­ers can en­ter a com­pe­ti­tion by mak­ing a two-minute video in­spired by an Ir­ish or Ir­ish-themed film and up­load­ing it to YouTube. See for de­tails.

Guess who? Tak­ing home moviemak­ing lit­er­ally in Be Kind Rewind

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