Hong Sang-soo has a t-shirt. As reported by the seemingly omniscient Hong Sang-soo Web Twitter account, the 2016 Locarno Film Festival featured some sartorial branding inspired by last year’s top-prize recipient. If you were lucky enough to spend your August in a palatial Swiss town and decided that nothing said “European Summer” like shuffling between darkened movie theaters, you might have been lucky enough to snatch up one of the shirts, fittingly adorned with a tipsy sketch by the Korean master scrawled above the Hongian pseudo-motto: “Infinite Worlds Possible.” And just like that, with a major European festival prize now under his belt and branded UNIQLO-lite duds, it seems Hong has officially become an event.
Of course, we’re talking about the niche of the niche here. 18 films into his career Hong’s audience has grown more than some of the long-time loyalists likely thought possible, though he’s not exactly setting the box office ablaze. The yearly anticipation for his new film feels a bit more communal than it once did, still rolling around with the same regularity but with greater pomp among the ever-important Film Twitter cognoscenti. What self-respecting cine-kid doesn’t want a Hong shirt this time of year? It’s festival season. It’s Hong time. And right on cue, we got a trailer.