sweding

[Benjamin Zimmer]

So far, this is specific to Michel Gondry's new film "Be Kind,
Rewind", in which two video store workers (Jack Black and Mos Def) end
up recreating movies after the original tapes are erased. The process
of recreation is called "sweding". From Wikipedia:

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http://en.wikipedia.org/wiki/Be_Kind_Rewind#.22Sweding.22
"Sweding"
The process of Mike and Jerry's efforts to recreate their erased
videos is described as sweding in the film, and to do so is referred
to as to swede a film. The tapes are described as having come from
Sweden as an excuse for higher rental fees and longer wait times.
In light of the theme of sweding, director Michel Gondry swedes a
version of the trailer of the film, starring all the characters as
themselves. On the official website, users can engage in sweding,
which puts their faces on the VHS cover of a movie. The Be Kind Rewind
YouTube minisite also encourages filmmakers to swede their own
versions of popular movies.
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--Ben Zimmer

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