New Be Kind Rewind promo video - How to Swede
There’s a new video, embedded below, that has been released as part of the campaign for Be Kind Rewind, a movie about two guys who attempt to shoot themselves all the movies that got accidentally erased from their friend’s video store.
The word that the people behind the movie have invented for that process is “swedeing” and so this video attempts to explain what exactly swedeing is to those that have been in the dark. Some of the stars and director Michael Gondry offer their takes on how to go about it and…well, it’s all rather pointless.
[youtube]http://www.youtube.com/watch?v=i5Rd8×4OJoY[/youtube]
I think the main problem I’m having with this movie’s campaign is that the remade versions of movies like Robocop and Ghostbusters should have been the funniest parts of the movie, or at least the biggest draws. But by teasing them so extensively online - you can view all of the fake previews on the movie’s YouTube channel - they’ve kind of already stripped that mine. So now the studio is left to hope that people want to pay to see these moments again around all the connective tissue of the actual movie.
Likely? Not very.
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