The unique marketing campaign behind Be Kind Rewind is in keeping with the film's DIY ethos. Visitors to the official website (www.bekindmovie.com) 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 www.bekindrewind.iefor details.
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