Michael Gondry: Be Kind Rewind

"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. 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."

Be Kind Rewind is Deitch Projects' second exhibition with Michel Gondry. In September 2006, the gallery presented The Science of Sleep: An Exhibition of Sculpture and Creepy Pathological Little Gifts, which coincided with the release of his film by the same name. Deitch Projects' involvement with Michel Gondry reflects the gallery's interest in presenting projects of creative people working in fields related to fine art who approach their medium similarly to artists of painting and sculpture. Michel Gondry's work is exhibited in the tradition of conceptual and performantive art, not only as a commercial film.

Be Kind Rewind the film, is 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. Be Kind Rewind, the film, opens in theatres on Friday, February 22, 2008.

Be Kind Rewind, the exhibition, is on view from February 16, 2008 — March 22, 2008."

www.deitchprojects.com

Deitch
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