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Be Kind Rewind

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Be Kind Rewind is a 2008 American comedy film from New Line Cinema, directed by Michel Gondry and starring Jack Black, Mos Def, Melonie Diaz, Danny Glover and Mia Farrow. The film first appeared on January 20, 2008 at the 2008 Sundance Film Festival. It was later shown at the Berlin International Film Festival. The film opened on February 22, 2008 in the United Kingdom and in North America.[3]

Be Kind Rewind
Be Kind Rewind Theatrical poster
Directed byMichel Gondry
Written byMichel Gondry
StarringJack Black
Mos Def
Melonie Diaz
Danny Glover
Mia Farrow
Sigourney Weaver
CinematographyEllen Kuras
Edited byJeff Buchanan
Music byJean-Michel Bernard
Distributed byNew Line Cinema (USA)
Focus Features (International)
Release date
February 22, 2008
Running time
102 min.
CountryUnited States
LanguageEnglish
Budget$20 million[1]
Box office$30,462,104 (worldwide) [2]

The title is inspired by a phrase commonly displayed on VHS rental tapes during the medium's heyday.[4]

Plot

In Passaic, New Jersey, the declining "Be Kind Rewind" VHS rental store owned by Mr. Fletcher (Danny Glover) is due to be demolished to make way for high-end development unless he can find the money to renovate his building, despite his claims that jazz pianist Fats Waller was born in that building (Waller was actually born in Harlem on May 21, 1904). Mr. Fletcher leaves on a trip for several days to join friends and memorialize Waller, leaving his only employee, Mike (Mos Def), to tend to the store, cautioning him to keep Mike's paranoid and klutzy friend, Jerry (Jack Black), away. After attempting to sabotage a nearby electrical substation, believing its energy to be melting his brain, Jerry becomes magnetized, and when he enters the store the next day, he inadvertently erases all the VHS tapes in the store. Mike quickly discovers the disaster, and is further pressed when Miss Falewicz (Farrow), Mr. Fletcher's friend, wants to rent Ghostbusters. To prevent her from reporting a problem to Mr. Fletcher, Mike comes up with an idea: as Miss Falewicz has never seen the movie, he proposes to recreate the film using himself and Jerry as the actors and cheap special effects hoping to fool her. They complete the movie just in time when another customer asks for Rush Hour 2. Mike and Jerry repeat their filming, enlisting the help of Alma (Melonie Diaz), a local woman, for some of the parts.

Word of mouth spreads through Miss Falewicz's nephew of the inadvertently hilarious results of Mike and Jerry's filming, and soon the store is seeing more requests for such movies. Mike, Jerry, and Alma quickly pass off the movies as being "sweded", insisting the films came from Sweden and thus able to demand long wait times and higher costs for the rental. Soon, to meet demand, Mike and Jerry enlist the locals to help out in making the movies, using them as starring roles in their films. When Mr. Fletcher returns, intent on converting the store to a DVD rental outlet, he quickly recognizes that they are making more money from the sweded films than from normal rentals, and joins in with the process. However, the success is put to a halt when two court bailiffs (Sigourney Weaver and Paul Dinello) arrive, insisting the sweded films are copyright violations, and seize the tapes and the store's assets, crushing the tapes via a steamroller. Without any money to renovate the building, Mr. Fletcher gives up hope, and is forced to reveal to Mike that he had lied about the building being Fats Waller's birthplace. Mr. Fletcher is given a week to evacuate the building before it will be razed.

Jerry, with the help of the local townspeople, convinces Mr. Fletcher and Mike to give one last hurrah and put together a movie dedicated to Fats Waller's life, and the two quickly warm up to the idea. On the day the building is scheduled for demolition, Mr. Fletcher invites all the locals to watch the final film. In his eagerness to start the show due to the presence of the demolition crew waiting to start the job, Jerry accidentally breaks the only TV the store has, but a nearby DVD store owner loans them his video projector, allowing them to show the movie on a white cloth placed in the store's window. As their film ends, Mr. Fletcher, Mike and Jerry exit the store to find a crowd has gathered to watch the film through the window, including the city official and wrecking crew, and they are given a rousing applause by the gathered crowd.

"Sweded"

Films that were erased and recreated are referred as being sweded. These remakes are unedited with only a single take per scene. The tapes are described as having come from Sweden as an excuse for higher rental fees and longer wait times. Jerry fabricated the word "sweded" while arguing with a customer.

In light of the theme of sweding, director Michel Gondry sweded a version of the trailer of the film, starring himself. On the official website, users can engage in sweding, which puts their faces on the VHS cover of a movie.[5] The Be Kind Rewind YouTube minisite also encourages filmmakers to create sweded versions of popular movies.[6]

The concept of the original website designed by Tequila[7] reinforces an interest in online copying. Asking users to swede their favorite websites, making alternate versions of Google's website. This website originally hosted at BeKindMovie.com has been taken off.

The theme of sweding also relates to film history, in that the collectively-made remakes represent our social memories of film, and through film.[8]

Production

Filming of Be Kind Rewind took place over several weeks in the fall of 2006 largely in and around Passaic, New Jersey.

Cast

 
Melonie Diaz introducing the film in Karlovy Vary

Critical reception

The film received mixed to positive reviews from critics. As of September 7, 2009, the review aggregator Rotten Tomatoes reported that 65% of critics gave the film positive reviews, based on 121 reviews.[9] Metacritic reported the film had an average score of 52 out of 100, based on 35 reviews.[10]

Box office performance

In its opening weekend, the film earned $4 million in 808 theaters in the United States and Canada, ranking #9 at the box office, and averaging $5,013 per theater.[11] As of September 21, 2008, the film has grossed $28.5 million worldwide — an estimated $11 million in the United States and Canada and $17 million in other territories.[12]

References

  1. ^ Be Kind Rewind - Box Office Data, Movie News, Cast Information - The Numbers
  2. ^ http://www.boxofficemojo.com/movies/?id=bekindrewind.htm
  3. ^ "Be Kind Rewind (2008) - Release dates". Internet Movie Database. Retrieved 2008-02-22.
  4. ^ Deadbolt Interview with Jack Black
  5. ^ Matheson, Whitney. USA Today. Web watch. Life section, page 3D. December 11, 2007
  6. ^ YouTube - BeKindMovie's Channel
  7. ^ http://www.designrelated.com/inspiration/view/Karen/page/1/entry/1813
  8. ^ Kerr, John Finlay (2009) "‘Rereading’ Be Kind Rewind (USA 2008): How film history can be remapped through the social memories of popular culture", Screening the past, Issue 24, http://www.latrobe.edu.au/screeningthepast/24/be-kind-rewind.html. Retrieved on 2009-07-05
  9. ^ "Be Kind Rewind - Movie Reviews, Trailers, Pictures - Rotten Tomatoes". Rotten Tomatoes. Retrieved 2008-02-22.
  10. ^ "Be Kind Rewind (2008): Reviews". Metacritic. Retrieved 2008-02-22.
  11. ^ "Be Kind, Rewind (2008) - Weekend Box Office Results". Box Office Mojo. Retrieved 2008-05-28.
  12. ^ "Be Kind, Rewind (2008)". Box Office Mojo. Retrieved 2008-05-28.
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