Monday, February 25, 2008

Be Kind Rewind Trailers and the etymology of 'Sweding'

Trailer for Be Kind Rewind (out in Oz, March 20, 2008)

Be Kind Rewind You Tube Profile

Director Michael Gondry 'swedes' (translation: re-makes) his own film trailer.

Gondry's explanation on the etymology of sweding as told Chris Lee of the Los Angeles Times:

"I wanted a name that meant nothing," Paris native Gondry said in Clouseau-esque Franglais about the invention of the verb. "I had in mind, like, the suede shoes -- a fake velvet. A sort of ultra-suede? But I always get the word wrong because I'm French."

Another version of the origins of 'sweding' is propsed by Jennifer Hillner in her Wired profile (12.24.07)Wired of Gondry.

Gondry even invented a verb to describe it. To swede: the act of making a movie from everyday materials and simple technology. The word comes from a scene in the movie where Black explains to customers why the store's remade tapes cost $20 per rental and won't be ready for a week — they're imported from the far-off land of Sweden.

So when we see an authority figure threaten to confiscate our heroes video creations, one can't held but think of copyists of another sort: the Swedes behind the bit torrent tracking site Pirate Bay.

Official-type guy: "I have a warrant to destroy all your tapes. The FBI warning its at the beginning of every video tape."

Jerry (Jack Black): "Well, we erased that."

1 comment:

lucazoid said...

i really enjoyed this film, margie. pretty throwaway, but i love anything that pays homage to VHS, the king of formats. very amusing!