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Be Kind Rewind: Movie Studio to Open in New York City

Michel Gondry’s upcoming film Be Kind Rewind and the upcoming marketing efforts are anything but normal.

Gondry will be taking over downtown New York’s Deitch Projects, transforming the Soho art gallery into a “Sweeding movie studio” from January 24th to March 1st.

“Groups of people walk in and will have access to a workshop,” Gondry explained to the LA Times. “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.”