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Be Kind Rewind
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February 16, 2008 — March 22, 2008
18 Wooster Street, New York

Be Kind Rewind, an exhibition of new work by Michel Gondry, opens at Deitch Projects on February 16, 2008, shortly before his identically titled film is released in theaters.

Be Kind Rewind is a film about two childhood friends living in Pasaic, New Jersey, trying to make ends meet. After one of the characters accidentally gets his brain magnetized by trying to sabotage a local power plant, he visits the video store his friend is taking care of while the owner is away and unknowingly erases all of the video tapes in the store’s inventory. The characters decide to make their own homemade versions of popular films in a junkyard behind the store. These new “sweded” films—recreations using commonly available, everyday materials—prove more popular with the customers than the originals, making the two friends local celebrities.

For the exhibition, Michel Gondry will be recreating the video store in the gallery, complete with a back lot containing a variety of movie sets where visitors can make their own renditions of films. All videos created during the exhibition can be viewed in the gallery. About the project, Gondry states, “I don’t intend nor have the pretension to teach how to make films. Quite the contrary. I intend to prove that people can enjoy their time without being part of the commercial system and serving it. Ultimately, I am hoping to create a network of creativity and communication that is guaranteed to be free and independent from any commercial institution.”

For more information about how to make your own film at the gallery, please download the directions from the Essays and Articles section below.

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Essays & Articles

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