Michel Gondry is well known for his inventive films like ETERNAL SUNSHINE OF THE SPOTLESS MIND and THE SCIENCE OF SLEEP.  In his latest and most commercial flick, BE KIND REWIND, Gondry traces the rise, in fame and money of two misfits, Jerry (Jack Black) and Mike (Mos Def) who work in a video store run by Mr. Fletcher (Danny Glover).  Trouble is that plot is over silly.

In a bid to sabotage the local power transformer, Jerry gets permanently magnetized.  Accidentally erasing all the films from the video tapes, the two decide to fool customers by filming twenty minute versions of rentals starting with titles GHOSTBUSTERS and DRIVING MISS DAISY.  The customers (obviously – not too bright) fall for it and eventually prefer these short films to the real thing.  If all this sounds stupid and funny – stupid it is and funny it is not.  The audience is supposed to believe all this and also the fact any idiot can that a video recorder and make a movie.  Worst still Gondry adds in a romantic element in the form of sexy launderette helper, Alma (Melonie Diaz).

In order to boost business for the video store, Mr. Fletcher lies that Fat Waller was born in the store.  Though this makes no sense to the plot, the notion at least allows a musical score of jazz numbers .

BE KIND REWIND is the silliest, most charmless preposterous film I have seen this year and the last not to add, the most insulting to the audience’s intelligence.  Worst of all it stars Jack Black, the most irritating actor in movies today.  The cast in the film also agree.  Cop to Jerry (Black) in one scene:  “You are really beginning to annoy me.” And a customer at the store also remarks to him: “You are really rude.” What Mia Farrow is doing in this film is also in question.

The only positive thing of the film is the terrific jazz score.  Most of it can be heard at the end during the final credits. But that means that one has to sit through the entire sorry movie.