Film Marketing Scorecard: BE KIND REWIND
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.
Viral Marketing Campaign Scorecard:
A for concept
C for execution
B- for lasting impact
TOTAL: B-
A for concept
C for execution
B- for lasting impact
TOTAL: B-
