Wednesday, January 30, 2008


While everyone is patting Cloverfield’s back (and I guess that would be JJ Abrams’ back) for its “innovative” marketing campaign, Michel Gondry shows you what innovation truly is in his meta-trailer for “Be Kind Rewind”.

Gondry’s re-working of the trailer brilliantly ends up being an homage to a movie we haven’t seen yet. Gondry proves that marketing can be more than a series of cheap gags meant to build a thin air of suspense. Marketing can *gasp* be enthusiasm for a superior product. Obviously Gondry loves this movie and wants us to watch it and love it too. Though if you think I’m full of shit go with Emerson who said “Enthusiasm is the mother of effort, and without it nothing great was ever achieved.”

Be Kind Rewind is out February 22 2008

Oh and the oh-so-hot (and ridiculously funny) Paul Dinello is in it. Need I say more?

[Season 3 Episode 22: Is Freedom Free?]

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