The amateur versions are pretty terrible, but the local residents fall in love with the pals' remakes, and begin to request new versions of other films. Crowds start lining up for the store, which is threatened with demolition to make way for new condos. As the unplanned business venture takes off, Mike and Jerry enlist the help of pretty cleaner Alma (Melonie Diaz) from her gig at the dry cleaning shop, to play some of the female roles.

Mr Fletcher returns and is soon persuaded to throw his support behind the flourishing enterprise, which now involves half the town. However, The buzz of the homemade creations (inexplicably called "sweded" films) is killed when the law intervenes, claiming piracy and bootlegging and forcing the little video store that could into desperate straits.

Be Kind Rewind is a tad too disjointed to be a solid a movie. And while no one is going to mistake Gondry’s wacky movie for documentary realism, the film is still a sweet and simple story tale that shows how far a little bit of wit and humanity can go.