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I have recently seen Michel Gondry’s new movie, Be Kind Rewind.

I did not find the movie interesting except its visual perfection. However, at the end of the movie, I understood what Gondry made different about this movie. At the end of the movie, you’re being directed to the website of Be Kind Rewind. I have to write about the topic of the movie here. The two characters of the film effort to recreate their erased videos is called sweding in the film. The tapes are described as having come from Sweden as an excuse for higher rental fees and longer wait times. In light of the theme of sweding, director Michel Gondry swedes a version of the trailer of the film, starring Gondry himself. On the official website, users can engage in sweding, which puts their faces on the VHS cover of a movie. The Be Kind Rewind YouTube minisite also encourages filmmakers to swede their own versions of popular movies. Also, in the website, Internet is accidentally erased. So, users are using a rebuilt Internet.

Gondry developed a wonderful consumer generated marketing way for his movie. Maybe, he thought on the after process before taking the movie.