In the early 1980s, pink film studios discovered an obvious but untapped market for softcore porn: gay men. Gay movies, screened in pink theaters in major gay neighborhoods, grew in number over the course of the 80s, through independent studios such as ENK, mostly directed by the same straight men who directed straight pinks. In the 90s, with the pink industry in crisis and more openness to different points of view in the film industry in general, a few gay pinks by gay men began to be released.
I Like You, I Like You Very Much is one of these works, by one of the most famous gay filmmakers in Japan, Oki Hiroyuki. Oki’s work is primarily experimental and he brings that aesthetic to this 1994 award-winning pink. In the midst of a romance about young men enjoying themselves with other young men, montage effects and dance music periodically disrupt the pink indie aesthetic.