We have the great luck of a retail shopping destination client with a 500-seat cultural venue. On the not-so-great side, it’s a challenge to attract patrons and shoppers during South Florida’s off season – the incredibly hot and humid summers (with added bonus of hurricane season). Mainstreet at Midtown is known for its year-round outdoor festivals and events like a 16-week outdoor concert series (held during the drier and cooler months during the peak social season), its Peace Love & Wellness Music Festival, Children’s Festival, Cool Yule Tree Decorating Contest, and others.
So, we needed a summer event, and it REALLY needed to be indoors.
And then NPR did this great piece a couple of years ago about an underground indie film event that sounded like the perfect idea we could get behind and make our client’s own. Indie film festivals have a rich history of showcasing amazing undiscovered talent, where Hollywood insiders troll for the next big thing, where A-list stars promote the small labor-of-love projects they do between blockbusters. swede fest™ palm beach is an indie film festival with NONE of that going for it. In fact, our tagline is “Bad Movies by Good People.”
The key to understanding why is in the “swede.” A swede is a no-budget, laughably bad remake of a hit Hollywood film – the bigger, the better. The term comes from the 2008 Jack Black/Mos Def comedy, Be Kind Rewind, and was made up to explain the sheer awfulness of their remade films by touting them as European – “swedes” because it sounded really sophisticated. Not exactly a classic in its genre, but neither is it comedy kryptonite.
Next thing you know, there’s an underground sweding craze. Two guys in Fresno invited a bunch of friends to make films starring themselves, then get together to screen them in another h
omage: to the indie film festival – but without the beautiful celebrities, coolness factor, or bidding wars. Hence the story on NPR.
We’re the third official swede fest™. First, Fresno. Then, Tampa Bay. Now, the Palm Beaches. This is the third year, and we sell out every time, create super fun/cheesy marketing, a great microsite, go crazy on social media: www.facebook.com/swedefestpalmbeach and www.twitter.com/swedefestpb , give out silly awards (Best Use of a Backyard Location, Best Use of Tinfoil), and everyone generally has a great time and gets dressed up in total Hollywood drag.
Local schools get involved, and the community and local media really get behind it because we deliberately created an all-ages event – you can swede any film, but your 3-minute clip must be PG-13, even if your source material is not. We’ve had swedes of Reservoir Dogs, Pulp Fiction, and The Thing, and already we have someone who has submitted The Wolf of Wall Street for this year’s festival on August 2.
Kelly Mayfair Owens/Alchemy Communications