Discovery

Michel Gondry’s upcoming film Be Kind Rewind is anything but conventional, and the upcoming marketing efforts are anything but normal.

Gondry will be taking over downtown New York’s Deitch Projects, transforming the Soho art gallery into a “Sweeding movie studio” for the better part of a month starting on January 24th.

“Groups of people walk in and will have access to a workshop,” Gondry explained to the LA Times. “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.”

How cool is that The comedy will premiere at the Sundance Film Festival in January, where Gondry plans to perform music from the film’s soundtrack, backed by Mos Def and Jean-Michel Bernard. New Line will also transform a house near Main St into the Be Kind Rewind video store from the movie. Festival goers will be able to stop by this “Sweding suite” and participate in Sweding by inserting themselves into photos from the film.