Michel Gondry

Why should we have cared about “Be Kind Rewind,” film director Michel Gondry’s second exhibition at Deitch Projects? Were we starved for a marketing tie-in to the nearly simultaneous release of the movie of the same title? Or were we concerned that Gondry was not being taken sufficiently seriously as an artist? Well, neither. Gondry is an inventive, indie neoauteur, who crafted a poignant tale in Eternal Sunshine of the Spotless Mind (2004). But he is hardly a revolutionary filmmaker, and this charmingly participatory, bricks-and-mortar rearticulation of his new cinematic effort was enjoyable, if hardly radical. Arguably, however, it doesn’t even need to be considered as art.

The premise of Be Kind Rewind the film: One of two clerks at a New Jersey video store mistakenly erases the stock of VHS tapes; to save the business, the pair begin cobbling together (“sweding”) DIY versions of mainstream

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