Cinema Science

The LA Times has an interesting story on the marketing of Michel Gondry's Be Kind Rewind. The best part by far is what will be happening in New York's Deitch Projects art gallery.

And on Jan. 24, one day before "Be Kind" hits theaters, Gondry will also bring Sweding to downtown New York's hippest art gallery, SoHo's Deitch Projects. There, for the better part of a month, he will set up a temporary Sweding movie studio.

"Groups of people walk in and will have access to a workshop," Gondry explained. "There is a very simple protocol: You shoot in camera, edit while you shoot -- which means you stop the camera when you want to go to the next scene, you don't edit. Story lines last five to 10 minutes. And most of the exhibition will be a mini back lot with 15 little sets."

"In two hours, you can walk in, create a story, shoot a movie, watch it in the screening movie. Then you leave and take a copy."