Michel Gondry re-creates his own trailer for “Be Kind Rewind”, through a process know as Sweding, which is a key element of the film. It’s a comedy about a junkyard worker (Jack Black) who becomes magnetized and accidentally erases all the tapes in a video store where his friend (Mos Def) works, so they then try to re-create (Swede) all of the movies in the store.
This is the original version of the trailer for comparison.
Here’s Jack and Michel explaining the art of “Sweding”.
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{ 3 comments… read them below or add one }
Saw this at the Apple Store fete, but didn’t manage to catch the URL in time. Indeed, better than the original in many, many ways.
Pure awesomeness. Michel Gondry is a genius.
Glad this is finally out there — they screened it at the Apple Store event, and it was the highlight of the evening.