In the film Be Kind Rewind, we are introduced to “sweding”, the art of remaking popular films or videos by complete amateurs. In the film Jack Black and Mos Def play two friends who are forced to do a lot of sweding when they accidentally erase all the tapes in their store. It stars a cult phenomenon like no other. The same could happen with this movie, which was absolutely fantastic. This is by far the most accessible Michel Gondry film to date — it could introduce him to a much wider, much more diverse audience than his past films.

In an effort to help promote the film, Gondry himself has sweded his own trailer. This originally ran at Gondry’s appearance at the Apple Store in San Francisco a few weeks back and it has finally hit the web thanks to my good friend Pete over at Slashfilm. I hope you enjoy it — I certainly did.

[flv:http://media.filmschoolrejects.com/clips/gondryrewind.flv 470 371]

Be Kind Rewind hits theaters on February 22, 2008.


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