7/24/2023 0 Comments Be kind rewind![]() ![]() Buying time in order to handle the booming demand, customers are told that the films are imported from Sweden. (Erasure of a different sort is a theme in Gondry’s Eternal Sunshine.) As customers such as the daffy Miss Falewicz (Mia Farrow) militantly demand rentals, Jerry and Mike start remaking such popular works as Ghost Busters (“I’ll be Bill Murray and you’ll be everyone else”) with their own primitive equipment. Meanwhile when Jerry attempts to sabotage the power plant, he somehow becomes magnetized and inadvertently erases Be Kind Rewind’s entire inventory. (He learns that his store needs only two categories-Action and Comedy.) Fletcher leaves to make a Fats Waller commemorative voyage, using the trip to go undercover and discover the secrets of success (“fewer choices, more copies”) in the movie-rental world in order to save his building from the gentrifiers. Leaving Mike in charge of the store while warning against allowing the accident-prone Jerry onto the premises, Mr. While this invention does little for his run-down business, it boosts the morale of the alienated working class quarter. Fletcher (Danny Glover), who propagates the myth that his establishment was the birthplace of jazz great Fats Waller. Jerry, a mechanic and conspiracy theorist who lives in a trailer next to the town’s power plant, wears a metal food strainer to slow down the process of brain destruction from the utility’s “microwaves.” Mike lives and works in the local VHS-only store, Be Kind Rewind, owned by his unofficial father, Mr. ![]() In the horizon, Manhattan’s glittering skyline conspicuously calls attention to the fact that their community, like many others in America, has long since been abandoned and forgotten. Jerry (Jack Black) and Mike (Mos Def) are childhood friends struggling to get by in a run-down neighborhood in Passaic, New Jersey. While these conceptions may not be earthshaking, they play out sweetly and, for the most part, humorously in Be Kind Rewind. “Sweding”-coined by Gondry ( Eternal Sunshine of the Spotless Mind) for the film-is the practice of reenacting and remaking films using the most common materials, including the individual and his or her ability to be creative. The act of “sweding” a Hollywood blockbuster in French filmmaker Michel Gondry’s new movie, Be Kind Rewind, involves the twin notions that technology should be subordinated to imagination and that filmmaking should not be under the thumb of the giant studios. ![]()
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