Now comes the coolest cross-promotional announcement yet: Starting later this month, art gallery Deitch Projects will be hosting an interactive Michel Gondry Be Kind Rewind exhibition [January 24, 2008 — March 01, 2008 18 Wooster Street, New York].
Just as the movie features Jack Black and Mos Def videotaping low-fi re-creations, or (in the parlance of the film) "sweded" versions, of popular movies, so will Deitch Projects allow visitors to create their own sweded films. Visitors can take home copies of their own movies, but all movies created during the exhibition will also be available for viewing and rental from the gallery. (NY Mag)
Be Kind Rewind is a film about two childhood friends living in Pasaic, New Jersey, trying to make ends meet. After one of the characters accidentally gets his brain magnetized by trying to sabotage a local power plant, he visits the video store his friend is taking care of while the owner is away and unknowingly erases all of the video tapes in the store’s inventory. The characters decide to make their own homemade versions of popular films in a junkyard behind the store. These new “sweded” films—recreations using commonly available, everyday materials—prove more popular with the customers than the originals, making the two friends local celebrities. (Deitch)
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