There’s some cool new promo stuff up online for Michel Gondry’s Be Kind Rewind. The film is about two video clerks who accidentally demagnetize every VHS tape in their store while their boss is on vacation, and then proceed to produced no-budget camcorder “remakes” of the most rented titles. The studio is–smartly, I think–exploiting the DIY theme of the story in order to sell it to kids who live online as a user-participatory event.
First, go to the official website. Wade your way through the animation about the internet being erased, and tell it that you want to rebuld the internet. Eventually, you’ll get to a place where you can insert an image of yourself into a VHS box of a “classic” film, such as, um, Drop Dead Fred. I went with My Own Private Idaho, because I thought it would be funny. See above.
Then, there’s the obligatory “viral” video component. So far, there are three trailers on YouTube, representing three of the films remade within Be Kind Rewind. I’ve pasted my favorite, for Ghostbusters, after the jump; you’ll find the Robocop trailer here and the Rush Hour 2 trailer here. I know the guru of faux-viral movie marketing said that clips this this should be under 30 seconds, but honestly, I could have gone for a longer Ghostbusters trailer, if only to hear Jack Black and Mos Def argue over who’s going to be the Key Master and who’s going to be the Gate Keeper.
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