Michel Gondry | 97 mins | DVD | 12 / PG-13
The work of Michel Gondry and the comedy of Jack Black are both, shall we say, acquired tastes, and not ones you would necessarily expect to overlap. Yet here they do — at least to an extent — but while Black is again doing his usual schtick as the Ker-Azy Best Mate, it’s the writer-director who is perhaps offering some surprises.
Gondry has exactly the sort of fanbase you’d expect for a French director who started out in music videos for Bjork and The Chemical Brothers before progressing to films like Eternal Sunshine of the Spotless Mind and The Science of Sleep. It’s not inconceivable those fans may’ve been a bit surprised by this effort, about two video store clerks who begin to remake well-known movies when all the store’s tapes are accidentally wiped, because it seems so thoroughly mainstream; or, to put it a nicer way, accessible. That’s not to say it doesn’t have an oddness about it — early plot points hit unreal levels, before the film becomes more grounded — but for the most part it errs on the side of realism. It’s almost hard to believe Gondry wrote and directed it, considering his previous output.
In fact, so conceivable is so much of the story that one could almost believe it was a fictionalised version of real events. The way the films are remade — using elaborate cardboard props and cunning camera tricks — are all pleasantly innovative, but well within the bounds of believability; and when they gain a previously-meaningless nickname (“sweded”) and explode with cult popularity, it’s heavily reminiscent of so many Internet-based crazes, several of which do revolve around retelling popular films. Indeed, placing the concept of ‘sweding’ at the heart of the film taps into the popularity such things tend to garner, and the enjoyability of the idea helps carry the film through some rougher patches.
And Be Kind Rewind is at its best — and, crucially, funniest — during the ‘sweding’ of recognisable films. These sequences are packed with the vicarious joy of recreating iconic moments from beloved films with just a video camera, some mates, and a pile of card. It’s here that the lovability of the concept comes to the fore, and it would perhaps benefit from even more of this. On the other hand, an endless stream of re-made movies is no substitute for a proper plot, so Gondry wisely limits how many films we see being ‘sweded’.
The problem is, the rest of the story doesn’t always do a great deal to make up for it. There’s a surprising number of stock moments and subplots considering Gondry’s roots, and some threads are underplayed to the point of seeming extraneous. In particular, a romantic subplot is so inconclusive — not even ‘resolved’ in an open-ended manner — that one wonders why it was included at all.
Your enjoyment of Be Kind Rewind is likely to ride on how much you like the idea of ‘sweding’. If it sounds like a fun thing to watch or do, the goodwill engendered by the concept may carry you through the film’s weaker moments. If, however, you think it sounds faintly silly, there’s not much else on offer besides a familiar moral message about community, and achieving your goals, and all that jazz.