Posted on Sunday, December 30th, 2007 by Peter Sciretta
Michel Gondry‘s upcoming film Be Kind Rewind is anything but conventional, and the upcoming marketing efforts are anything but normal.
Gondry will be taking over downtown New York’s Deitch Projects, transforming the Soho art gallery into a “Sweeding movie studio” from January 24th to March 1st.
“Groups of people walk in and will have access to a workshop,” Gondry explained to the LA Times. “There is a very simple protocol: You shoot in camera, edit while you shoot — which means you stop the camera when you want to go to the next scene, you don’t edit. Story lines last five to 10 minutes. And most of the exhibition will be a mini back lot with 15 little sets. In two hours, you can walk in, create a story, shoot a movie, watch it in the screening movie. Then you leave and take a copy.”
How cool is that?
For the exhibition, Michel Gondry will be recreating the video store in the gallery, where all videos created in the gallery can be viewed and rented. About the project, Gondry states, “I don’t intend nor have the pretension to teach how to make films. Quite the contrary. I intend to prove that people can enjoy their time without being part of the commercial system and serving it. Ultimately, I am hoping to create a network of creativity and communication that is guaranteed to be free and independent from any commercial institution.”
The comedy will premiere at the Sundance Film Festival in January, where Gondry plans to perform music from the film’s soundtrack, backed by Mos Def and Jean-Michel Bernard. New Line will also transform a house near Main St into the Be Kind Rewind video store from the movie. Festival goers will be able to stop by this “Sweding suite” and participate in Sweding by inserting themselves into photos from the film.