Director discusses resonance of Korda image

In stalls on the streets of Mexico, as on many around the world, the silk-screened image of Ernesto ‘Che’ Guevara is ubiquitous — a fact on which director Steven Soderbergh is banking.

Promoting his two-part biopic at last week’s Morelia film fest, the helmer said the instant recognition of Alberto Korda’s 1960 snapshot should help draw auds.

“If ‘Che’ is a brand, he’s a brand that has 100% awareness, and yet people really don’t know very much (about him),” Soderbergh said. “I hope that people will walk away and understand why that Korda image still has so much resonance. Ultimately … our very small goal was for people to know why all these T-shirts were being sold.”

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