From Be Kind Rewind in Soho, to Sweding online.

A very nice thing about living temporary somewhere is that you have time. Time to stand in line for example, and enjoy it. As a Swede this is extra nice, since we don´t stand in lines very much in our country. We more often have the alternative of the cue number machines, which make it possible to neatly spread out so we don´t need to encounter each other.

Today I went to the opening of the show Be Kind Rewind by Michel Gondry at the Deitch Projects located in Soho, New York. About the same time the opening opened, I turned around the corner of Wooster Street, and walked down the block a little embarresed since I imagined I would be one of the first people to enter (and that is, as we all know, never pleasant). As I got closer I started to realize the scale of the surprize I was about to get. From the entrance down the whole block, all the way to – and round the corner on Canal street, there was a line of hundreds of people waiting to get in – to the same opening as me. It was like going to a concert! It took me almost a minute to get to the end of the “worm” of people, where I positioned myself and prepared for a long wait.

In the line everybody around me comments on “how crazy this is”, and happily continue to wait. A police car passes slowly and the driver turns the window down and ask us what is going on. When he finds out he laughs and turn on the lights at the roof top, as a little cheering performane. The atmosphere is very high with lots of conversations and laughs. A girl approaches a man beside me and asks:
– Is it only open tonight?
– No, it´s on untill march!
– Then why is everybody standing in the line?
– Well, it´s the opening night! She shakes her head and leave.

After almost an hour I am inside. Someone hands me a flyer with the headline: MAKE YOUR OWN MOVIE. The whole scenario in the gallery is like a film setting with different settings like a forest, a car with a moving landscape behind, a livingroom, a street, an escalator etc. They are all from the film Be Kind Rewind which will be out soon. The concept at Deitch is that one can request for a suitable time to come and use any of the settings, or all of them and shoot your own film. In the press release 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.”
At the very crowded opening people are acting and playing around like crazy in the different settings with full outfit and in different role plays. It´s like a gigantic rehersal with included audience. I leave Deitch with a happy face.

Back at home I enter www.bekindmovie.com to watch trailers. I will not say too much about it cause I don´t want to spoil the pleasure of entering the site…I highly recommend a visit! Both online and in the gallery world of Be Kind Rewind. I look forward to the final ”level”, the film! And one thing is certain, I realize a Swede like myself has her lucky day today; Michel Gondry made it official – the verb Sweding – thanks Michel!

1 Response to “From Be Kind Rewind in Soho, to Sweding online.”


  1. 1 - February 18, 2008 at 2:33 am

    Sounds great! Even I would appreciate a situation like that, a long line of people for a vernissage! And the website is just brilliant, bekindmovie.com


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