You may not have heard the term “sweded” yet, but I’m betting that once Michel Gondry’s new film Be Kind Rewind premieres in late February, we’ll be hearing a lot more of the term.

Sweded is the term used by the characters in the film (played by Jack Black and Mos Def ) to define their “reenactments” of films. Their reenactments of classic films are incredibly lo-fi with shaky cameras and low production values. Almost like Cinéma-vérité, but with ironic and intentionally bad production. Already there are sweded videos popping up on YouTube, included sweded versions of Boogie Nights, Kill Bill, and Rambo. Many of these are because of a contest promotion related to the film, but I have a feeling that the concept of sweding just might take off.

A great example of how Gondry is not just a master of filmmaking, but also a master of seeding and viral marketing. Perhaps he can make sweded the woot of 2008.

It turns out that the widely popular lonelygirl15 on YouTube is a concoction made up by Hollywood. Lonelygirl15 (a.k.a “Bree” on her video posts) began posting her videos in early June 2006, and quickly became a phenomenon, jumping to the second most subscribed channel on YouTube, and people even started to respond with their own video responses to lonelygirl15’s video posts. While the details of who really is behind the posts (and why) are yet to unfold, there are plenty of upset fans who feel duped.

The discovery was made by lonelygirl15 fans who as internet sleuths detected that the IP address from emails sent by lonelygirl15 were coming from CAA (Creative Artists Agency) fueling speculation that the video posts were a viral campaign for an upcoming horror film release. Furthermore, the creators posted a message on a fan website for lonelygirl15, where they admitted she was an actor, but failed to provide any further information, stating:

Right now the biggest mystery of Lonelygirl15 is “who is she?” We think this is an oversimplification. Lonelygirl15 is a reflection of everyone. She is no more real or fictitious than the portions of our personalities that we choose to show (or hide) when we interact with the people around us.

Regardless if CAA is behind this new approach of marketing, the real question is should marketers consider this to be an appropriate way of reaching their audience. When it comes to advertising, there has been a current debate on whether it is ok to essentially hide the true origin of a campaign in a online teaser or viral component, or whether the true intent and message should be transparent to the audience. The repercussions of keeping the true intent (i.e. marketing campaign, advertisment for a movie, etc.) from the audience could include the potential of the viewers feeling alienated or angry by being duped. And that, could cause serious brand management issues.

After months of hype-building for the Samuel L. Jackson vehicle, Snakes on a Plane, the film opened with much fan-fare this past weekend. Weekend box office figures have been tallied, and the results are out. The film apparently did not fare as well as the film distributor hoped, taking in only $15.2 for the past weekend.

That being said, the marketing campaign that led up to the movie premiere was still an interesting exercise in using the internet to promote a film. From personalized mobile phone messages and emails, to a plethora of SoaP Parodies on You Tube, to customized templates on MySpace, the online excitement leading up to the film’s release was dizzying. And while the film didn’t provide much more of a plot than a bunch of poisonous snakes hanging out a plane, the audience participation at the screenings has been striking, and even an audience participation script is being distributed throughout the online world. So the film may not be a blockbuster hit, and it may not be up for an Oscar this year, but it still may have the chance to turn into a cult classic, a la Rocky Horror Picture Show.