Tribeca Features: Chevolution

Chevolution, for all its discussion of the mysterious milk carton face we know today only as "Che" (if at all) is not just a biography of Che Guevara. It's a fascinating study of the power of graphic art as propaganda that weaves through Cuba, France, America and beyond to discover what could have made such a powerful image resonate so clearly with the idea of rebellion.



That a single photograph of Che entitled Guerrillero Heroico, discarded from use in newspapers at its initial offering, could become "the most famous photograph in the world" is an interesting study in group behavior that stuns even Alberto Korda, the photographer who shot the image and developed it in a bathtub with homemade developer chemicals at the time as newspaper photographer.

Widely regarded as an image in the public domain, many are surprised to note that ever since the image's original theft by a sharp-eyed poster producer, the image has moved on to epic status at the expense of its actual owner, who left the rights to his family to protect the image as they see fit.

A little known fact? Che started his career as a doctor before turning guerilla. After campaigning in more revolutions worldwide than any poster boy has a right, Che was finally captured in Bolivia at 39, allegedly telling his assassin "aim well, you're about to kill a man." Surely he deserves a few beer coasters and some sidewalk stencils for that.