Sunday, January 27, 2008

Swede Yourself

After Jerry (Jack Black) accidently erases all of the video tapes in the small video store where his best friend (Mos Def) works, the two friends start to re-create many of the top-renting movies like Robocop, Back to the Furture, Boyz n the Hood using a cheap camera. This processs of remaking films is call sweding, element that New Line Cinema brought to the internet where allows visitors to swede themselves into movie posters. The campaing of "Be Kind Rewind", the new film from Michele Gondry, will also have presence in the streets through a swede house in the Sundance Festival and a sweding studio at the Deitch Gallery. Be Kind RewindBe Kind Rewind will be in theatres on February 22.

No comments: