Written by David Morgan
Michel Gondry has taken an unusual approach to marketing his new comedy Be Kind Rewind. He's taking over New York's Deitch Projects and turning the gallery into a "Sweeding movie studio” (I don't know what that means either) from January 24th to March 1st.
Gondry told the LATimes:
Groups of people walk in and will have access to a workshop. 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.
All of the videos made in the studio will then become available to the public for viewing and rental from the gallery (which will be reconstructed to look like the store featured in the film starring Jack Black and Mos Def).
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.