Something Rubber Republic is itching to see is Michel Gondry’s latest film Be Kind. Rewind launched next month, not least of all because of its excellent online (and offline) pre-launch publicity.
The film’s premise takes user-generated content to whole new level as Jack Black & Mos Def have to re-film the shop’s entire catalogue after it’s destroyed by an overly magnetic Black. Recreating these films is a process called Swede-ing – or as Black’s character explains “it’s putting you into the things you like. The website takes this idea one stage further and encourages visitors to rebuild or ‘swede’ the world wide web.
Let’s hope the film’s as good as the marketing