South By Southwest 2008 Film Fest winners have been announced, see results at: http://2008.sxsw.com/film/

Over at Cinematical, they give top marks to Doug Benson’s Super High Me, a silly but incredibly funny stoner-comedy doc.

http://www.cinematical.com/2008/03/13/sxsw-review-super-high-me/

SXSW veteran and San Francisco native Gabriel Fleming showcased his second feature The Lost Coast to positive press. I admit I know Fleming form back in the days when we were both schlepping at the Telluride Film Fest and I’m thrilled for his success. He’s also the epitome of the sort of emerging artist that SXSW caters to.

http://www.cinematical.com/2008/03/13/sxsw-review-the-lost-coast/

Reviews of lots of SXSW films can be found at:

http://www.spout.com/sxsw

and http://www.filmthreat.com/

Final Farewell To Austin
Here at IPEX we looked at the whole sweding fad tied to the online promotion of Be Kind, Rewind. And, as you know, we’ve also have been following the blog coverage of the SXSW film fest in Austin. Now these two obsessions have miraculously dovetailed. While neither a part of SXSW nor a part of the official promotion of Be Kind, Rewind, the Austin based Filmmaking Frenzy and Austin Drafthouse have the results of their own Rewind, Kindly sweding contest online now. A bunch of sweded films of everyone’s romp favorites, the results are well worth checking out. See them at:

http://beta.filmmakingfrenzy.com/ViewFrenzy.aspx?FrenzyId=5

and start your schemes and dreams for SXSW 09.

We’ve already talked about the history and meaning of ‘sweding’ and we took a quick look at the marketing campaign intent on slipping New Line Cinema’s brand into Webster’s dictionary. But what about videos!

Here are my favourite sweded videos for your delectation. Believe me, after watching the critical amount (4 or 5), it’s the real oddballs that win you over.

Die Hard

and Ghost

I give it to these guys if only for the sing-along soundtrack—nice touch.

See the Sweding YouTube channel here.

On paper it sounds like the sort of viral marketing campaign that would take the genre to the next level, the sort of marketing campaign that would become an overnight superstar of the blog-o-sphere. Yet somehow, Be Kind Rewind’s invitation to 'swede' your own film, a la Jack Black, has met with a surprisingly tepid online response. Perhaps the campaign simply started too late to get its Inter-web legs in shape and find an online following; perhaps the fact that the contest segment of it (submit Sweded videos for prizes) is only open to the UK and Ireland has stalled the growth of a trend.

Apparently coined by Michel Gondry, the term 'sweding' is the practice of remaking a film with a whole lot of love and no resources (you can read about a Brief History of 'Sweding' here). Is the concept of 'sweding' meaningful enough to achieve any lasting cultural significance? It's been a while since we've seen a marketing campaign ambitious enough to try and cash in on coining a phrase. Does it pay off for Be Kind Rewind?

The film opens this Friday and both the film's website and its You Tube channel are still low on entries, although the last two weeks have picked up. The larger problem may simply be that with few exceptions the DIY swedes lack the humor and pizzazz or just the outright weirdness that would demand repeat views and sharing.

Overall, the campaign has seemed a bit fuzzy and out of focus. More of a damp drizzle than internet storm, one wonders about the audience being targeted here. Michel Gondry fans are too shy to seek exposure; and Jack Black fans are too lazy. In some respects, like the film itself, the marketing campaign is a brilliant idea executed with sagging spirit. If nothing else, swedsters may pick up on the potential fun of sweding and continue to build the You Tube channel in time to make a larger impact alongside the film’s DVD release.

It remains to be seen if independent filmmakers can swede this marketing campaign for their own purposes.

Swe·ding (swee'ding) 1. verb. To express your love for something by imitating it in a way that is obviously an imitation. Especially the act of a fan remaking a beloved film with no budget. 2. noun. A marketing campaign from New Line Cinema for the Michel Gondry directed film Be Kind Rewind.

Alison at IFC Blog was kind enough to help us get the word's origins straight:


Gondry's film is about a couple of hapless VHS Video Store clerks who have to swede the inventory of their store in order to keep product on the shelves after a massive tape demagnetization mishap. The film has taken sweding one step further by using the sweding practice in all aspects of the film’s viral marketing campaign: Gondry swedes the film's own trailers, Youtube users are invited to swede scenes of their film favs on Be Kind Rewind's YouTube channel, and the film’s website stages a breakdown of the Internet and quickly swedes a site.

Sweding is basically remaking with no dollars. With a lot of love, duct tape, and well, that's about it. The joy of sweding is the gap between the lack of resources available to the sweder and the sweder's tremendous love for what is being sweded. Anyone can pay tribute with a budget; sweding is paying tribute despite the fact you don’t have a budget. That's true love.

While Gondry might be the first to put a name to this phenomenon, the practice has been around for awhile, and, if the New Line Cinema marketing team has their way, it will reach critical mass in 2008. Who are some notable sweding pioneers? Keep reading...

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"Viral Film Marketing: A Brief History Of ‘Sweding’"