New Line Cinema: Be Kind Rewind

On the official site promoting the latest left field feature-length from Michel Gondry, Be Kind Rewind, stars Jack Black and Mos Def essentially implore fans to help them reinvent the internet. 

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On the official site promoting the latest left field feature-length from Michel Gondry, Be Kind Rewind, stars Jack Black and Mos Def essentially implore fans to help them reinvent the internet. 

The online destination is based on the film's far-fetched yet novel plot, in which Black's character Jerry is a junkyard worker whose failed sabotage plan of his workplace results in a magnetic field surrounding him. This causes him to unwittingly erase all the tapes within his best friend Mike's video store, forcing the pair to recreate some of the store's well-known catalog from scratch using everyday, odds-and-sods materials from pens and paper and obvious technologies like a digital camera.

The website translates this notion, what the dynamic duo dub "sweding," and lets visitors upload images of their own amateurishly recreated webpages, which so far have included everything from Google to major blogs. 

Besides the additional guide to "sweding," a trailer and media downloads, the other significant option on the site is "Swede Yourself." Here, visitors can pick from a handful of genres like horror and comedy, then upload and implant their headshots onto heads in famous film posters ranging from Nightmare on Elm Street to Rush Hour

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Date
Dec 05, 2007
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New Line Cinema
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