Alma (Melonie Díaz), Jerry (Jack Black) and Mike (Yasiin Bey) behind the store counter
Film review

Be Kind Rewind

2008 · Directed by Michel Gondry · 1h 42m · MPA PG-13

In a sentenceJack Black gets magnetised, wipes every tape in Passaic, and it is somehow the most plausible thing in the plot

Passaic, New Jersey. Mr. Fletcher (Danny Glover) runs Be Kind Rewind, a VHS rental shop in a building he insists was the birthplace of Fats Waller, and the city has given him weeks to bring it up to code or lose it. He leaves the counter to Mike (Yasiin Bey) and sets off to study the DVD chains taking his customers. Jerry (Jack Black), who lives in a trailer beside the power plant, tries to sabotage it, comes home magnetised and wipes every tape. When Ms. Kimberley (Mia Farrow) asks for Ghostbusters, Mike and Jerry shoot their own version on a camcorder in an afternoon. A neighbour, Alma (Melonie Díaz), joins them, and the tapes go out as ‘sweded’ to explain the price and the wait.

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Fi1m review

Michel Gondry’s comedy is lovely whenever Jack Black and Yasiin Bey are remaking Ghostbusters out of tinfoil and cardboard, and dull whenever it has to move its plot along. The remakes are worth an evening; the story around them barely holds together.

Michel Gondry, writing and directing, sets a comedy in a failing VHS shop in Passaic, New Jersey, and asks what happens when the customers start making the films themselves. It is a small, scruffy idea and he films it as one, on real streets in winter with the tapes stacked to the ceiling. For perhaps forty of its 102 minutes, whenever Jack Black and Yasiin Bey are running about with a camcorder, it is among the happiest things Gondry has made. The other hour is the plot.

The remakes are the film. The first is Ghostbusters, shot in an afternoon with proton packs of tinfoil and cardboard and a logo painted by hand on the side of a car, and we laughed out loud at it, more than once. Then come Rush Hour 2, Robocop, Driving Miss Daisy, 2001: A Space Odyssey and a run of others, and the best stretch of the film is a montage that moves from one to the next as if in a single wandering take, a new cardboard set waiting every few steps. Dan Leigh’s production design does its real work here. Nothing on these sets looks bought, everything looks found, and if you squint it also looks like the film being copied.

Ellen Kuras shoots Passaic in flat grey daylight and the shop in the yellow of a bare bulb, and she lets the camcorder footage stay camcorder footage, smeary and overexposed, so the two kinds of picture sit side by side. Jeff Buchanan cuts the remakes fast and the connective scenes slowly, and the scenes about building codes did not need the time he gives them. Jean-Michel Bernard’s score is light, piano-led and content to stay out of the way. Rahel Afiley and Kishu Chand take the costume credit, and most of what they made is tinfoil.

Black plays Jerry at full manic stretch for the first twenty minutes, and it is tiring, and then something odd happens: he calms down the moment he is in costume. He is a better actor in tinfoil than in his own clothes. Bey is the quiet centre, a straight man who never plays the joke, and he carries most of the feeling the story has. Danny Glover gives Mr. Fletcher a slow courtesy that makes the shop worth saving. Mia Farrow, as Ms. Kimberley, is dotty and rather touching. Melonie Díaz’s Alma arrives late, turns out to be the only one of them who can act or direct, and takes over.

The trouble is everything between the remakes. Jerry is magnetised by a power plant and wipes the tapes; Fletcher leaves town to spy on a DVD chain; the city wants the building brought up to code. Gondry writes these scenes as if hoping we will not look at them too hard, and we did look, because there was nothing else on screen. There is a moment about who should play whom in Driving Miss Daisy that raises a real question about race and casting and drops it inside a minute. When the outside world finally notices what the shop is doing, the film deals with it in a scene or two and hurries back to the cardboard.

And yet the last ten minutes, which we will not describe, caught us out. We had spent an hour mildly amused and faintly impatient, and then the neighbourhood was together in the dark watching something it had made, and our throat tightened before we had agreed to it. Gondry earns the moment by doing what the whole film has been about: handing a camera to people who have never held one and letting what they make be rough.

Set against his own record it sits where you would expect. Eternal Sunshine of the Spotless Mind (2004) had Charlie Kaufman’s script to hold Gondry’s inventions in place; The Science of Sleep (2006) did not, and drifted. This drifts too. It is also warmer than either, and it is the one you could show a ten-year-old.

Watch it at home, with someone who owns a camera, and accept that the middle hour is a wait. You will be making something before the credits are done, which may be the point and is at least a result.

Critical consensus AI synthesised

66
Positive
10
Mixed
4
Negative
4

Most critics like Be Kind Rewind, and they like it for the same thing: the homemade remakes at its centre. The sequences in which two friends re-shoot erased films on the cheap are called inventive, witty and touching almost across the board, and several reviews treat them as the point of the whole film. Gondry’s visual ingenuity gets the credit, along with Jack Black’s energy, and many read the film as a warm argument for community and do-it-yourself filmmaking against Hollywood polish.

The reservations cluster on everything around those sequences. The plot is called perfunctory and loose, the sentiment laid on thick, and several critics say the film never delivers on its own premise. The spread is wide: Time Out gives full marks, while The New Yorker and The Independent find the charm undisciplined and the neighbourhood’s acclaim for the remakes hard to believe. The Guardian, otherwise amused, is troubled by how the remakes handle race.

Time Out
18 February 2008 · ★★★★★ · David Jenkins
100

The critic praises Gondry's playful and accessible follow-up as his most sparkling work yet, following two friends who remake erased VHS tapes in a rundown New Jersey store. Visual ingenuity and a heartfelt communal finale celebrating cinema's restorative power are singled out for praise.

Read the full review →
The AV Club
22 February 2008 · B+ · Keith Phipps
83

The review finds the film thoughtful and light-handed in exploring who controls popular culture, praising its visual wit, game performances and overflowing humanity. It notes that Gondry is not a skilled storyteller and the script frays into loose strands.

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The Hollywood Reporter
20 January 2008 · festival review
81*

The critic calls the film an exuberant, fanciful fable about the interplay among films, their audience and their makers. It praises Jack Black's irrepressible energy as key to carrying the whimsical, cornball conceit of neighborhood "sweding" of popular movies.

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Screen Daily
21 January 2008 · festival review
80*

The review hails the jaunty, visually inventive fantasia as wondrous and dazzlingly executed, a celebration of art, personality and the communal power of movies through eccentric remakes. It notes the premise's rebuke to Hollywood homogeneity but finds it falls short of the emotional intensity of Gondry's Eternal Sunshine.

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The New York Times
28 February 2008 · A. O. Scott
80*

Scott praises the film's sweet, lackadaisical illumination of movie love and the pleasures of DIY creativity through amateur remakes. He highlights Gondry's skilled yet delightfully amateurish techniques and the easy, antic good humor that avoids intense conflict or feeling.

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Financial Times
20 February 2008
75*

The film is 100 minutes of sweet-natured idiocy that meshes Clerks-style slacker energy with a countdown of movie remakes, full of whimsical charm and inventive low-budget recreations that catch on locally.

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Straight answers AI written, from our review

Is Be Kind Rewind worth watching?
Be Kind Rewind is worth watching for the forty minutes in which Jack Black and Yasiin Bey remake Ghostbusters and a dozen other films out of tinfoil and cardboard, and we scored it 65. The plot around those remakes, about building codes and a magnetised man, is dull and barely holds together. Come for the cardboard, put up with the rest, and the last ten minutes may catch you out.
How long is Be Kind Rewind, and what is it rated?
Be Kind Rewind runs 1h 42m and is rated PG-13 by the MPA in the US. It is a drama and comedy film.
Where can I watch Be Kind Rewind in the US?
Be Kind Rewind is available to rent from Amazon Prime Video and Apple TV from $3.99. Availability is checked daily; the links above go straight to each service.

Cast

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  2. American Movie (1999) · not on Fi1m yetA Wisconsin man makes his horror film on nothing; the documentary version of this dream.

  3. Cinema Paradiso (1988, Fi1m 84)A Sicilian village and its picture house; where the communal ending here comes from.

  4. Smoke (1995) · not on Fi1m yetA Brooklyn tobacconist’s as the neighbourhood’s living room, with Harvey Keitel behind the counter.

  5. The Science of Sleep (2006) · not on Fi1m yetGondry’s previous film: the same cardboard inventions, sadder and stranger and less tidy.