Opening on in the UK on February 22, 'Be Kind Rewind' stars Jack Black as a junkyard worker who attempts to sabotage a power plant he believes is melting his brain. Unfortunately, the magnetic field he creates erases all of the videotapes in a local video store where his best friend works.
The two friends team up to keep the store's only loyal customer -- a little old lady -- from realising what has happened by recreating and re-filming or "sweding" every movie that she chooses to rent from 'Robocop', 'Rush Hour 2' and 'Ghostbusters'.
To support the launch, media agency Arena BLM and Pathe have created a dedicated YouTube channel that allows film fans to upload their own sweded videos and win prizes such as a home cinema system. Other online activity is being seeded on Kontraband, which is designed to drive people to YouTube where they can view and upload their sweded movies.
Arena BLM will email 25,000 film students with details of the film and sweding competition, encouraging them to flex their own film-making muscle and upload their own movies to YouTube.
Online activity on Yahoo!, Bebo, and Monkey will go live closer to the film's launch. On Bebo there will be display ads including MPUs and banners while on Monkey there will be an online page ad.
In addition, Student union broadcast network, Sub TV, will host ten events in 10 different universities across the UK. A soundman and cameraman will be on hand to film students recreating scenes from their favourite films. These clips will form part of a broadcast advertising campaign, which goes live on February 8 for two weeks.
The best videos will be uploaded onto Youtube.com and the pick of the crop will win a trip to Hollywood.
The sweding competition is being backed on four- and 12-sheet posters across London Underground from February 11 and there are also plans for a national six-sheet outdoor campaign.
Press activity will feature in The Metro, which is challenging readers to find a picture of Jack Black dressed as a character from the movie hidden in the paper every day during release week.
Advertorials, detailing how to swed your own home movie will run in Top of the Pops and Dr Who magazines and national press ads will run in the Observer, Independent on Sunday, Guardian, Independent, The Times, Daily Mail, Mirror, Star and Time out.
A TV campaign will run on terrestrial and satellite/free view channels including ITV1, Five, Channel 4, Sky. The campaign includes a lengthy TVC during The Brits.
Laura Langthorne, account manager at Arena BLM, said: "In an age of user generated content this film lends itself brilliantly to an audience that really wants to engage with a film. The integrated campaign doesn't just tell people to see the film, it encourages them to get involved and emulate the storyline before the film is even released."
The two friends team up to keep the store's only loyal customer -- a little old lady -- from realising what has happened by recreating and re-filming or "sweding" every movie that she chooses to rent from 'Robocop', 'Rush Hour 2' and 'Ghostbusters'.
To support the launch, media agency Arena BLM and Pathe have created a dedicated YouTube channel that allows film fans to upload their own sweded videos and win prizes such as a home cinema system. Other online activity is being seeded on Kontraband, which is designed to drive people to YouTube where they can view and upload their sweded movies.
Arena BLM will email 25,000 film students with details of the film and sweding competition, encouraging them to flex their own film-making muscle and upload their own movies to YouTube.
Online activity on Yahoo!, Bebo, and Monkey will go live closer to the film's launch. On Bebo there will be display ads including MPUs and banners while on Monkey there will be an online page ad.
In addition, Student union broadcast network, Sub TV, will host ten events in 10 different universities across the UK. A soundman and cameraman will be on hand to film students recreating scenes from their favourite films. These clips will form part of a broadcast advertising campaign, which goes live on February 8 for two weeks.
The best videos will be uploaded onto Youtube.com and the pick of the crop will win a trip to Hollywood.
The sweding competition is being backed on four- and 12-sheet posters across London Underground from February 11 and there are also plans for a national six-sheet outdoor campaign.
Press activity will feature in The Metro, which is challenging readers to find a picture of Jack Black dressed as a character from the movie hidden in the paper every day during release week.
Advertorials, detailing how to swed your own home movie will run in Top of the Pops and Dr Who magazines and national press ads will run in the Observer, Independent on Sunday, Guardian, Independent, The Times, Daily Mail, Mirror, Star and Time out.
A TV campaign will run on terrestrial and satellite/free view channels including ITV1, Five, Channel 4, Sky. The campaign includes a lengthy TVC during The Brits.
Laura Langthorne, account manager at Arena BLM, said: "In an age of user generated content this film lends itself brilliantly to an audience that really wants to engage with a film. The integrated campaign doesn't just tell people to see the film, it encourages them to get involved and emulate the storyline before the film is even released."