Genesis sponsors Busan film festival for 10th year, provides 100 vehicles
In short
Genesis said it is the official sponsor of the 31st Busan International Film Festival, its 10th consecutive year as a partner since 2017. The Hyundai brand is providing about 100 courtesy vehicles for directors, actors and festival officials, and its GV90 Neolun appeared at the Oct. 6 opening red carpet. A short film Genesis helped produce, “Flesh Impact,” marking the centennial of Marilyn Monroe's birth, is screening at the festival.
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Genesis said it is an official sponsor of the 31st Busan International Film Festival, extending its partnership with the event for a 10th consecutive year. The Hyundai Motor brand has sponsored the festival since 2017, according to Yonhap, Asia Economy and Maeil Business. [ 1 , 2 , 4 ]
During the festival Genesis is providing about 100 courtesy vehicles for directors, actors and festival officials, including the GV90, G90, GV80 Hybrid, GV80 Black and GV70 electric models, the documents said. At the opening ceremony red carpet on Oct. 6, the company used its GV90 Neolun, which it describes as its first extra-large flagship electric SUV, as a courtesy vehicle. [ 1 , 2 , 3 , 4 ]
One GV90 Neolun is also on display near the main stage of the Busan Cinema Center during the festival, apart from the opening and closing ceremonies, according to the reports. [ 1 , 2 , 4 ]
The festival is screening “Flesh Impact,” a short film Genesis supported in production and which marks the centennial of Marilyn Monroe's birth. The 17-minute film is directed by actor-director Maggie Gyllenhaal and depicts a 100-year-old Monroe recounting her life at an audition, with Dakota Johnson playing Monroe in her prime and Ellen Burstyn playing her at 100, the documents said. [ 1 , 2 , 4 ]
Asia Economy and Maeil Business reported that the film was first shown at this year's Venice International Film Festival and is meeting audiences for the second time in Busan. Asia Economy also said Genesis held a special Marilyn Monroe centennial exhibition, “Manifesting Marilyn,” at Genesis House New York in June and that a Q&A session with Gyllenhaal is planned at the Busan festival; the other documents do not mention these points. [ 2 , 4 ]
A Genesis official said the company was pleased to present a work it supported in a year marking the 10-year partnership with the festival, and that it will continue supporting cultural and arts activities to convey the brand's philosophy, according to the reports. [ 1 , 2 , 4 ]
Why it matters
The sponsorship illustrates how Korean automakers use film and arts events to promote new models, particularly the electric GV90, to domestic and international audiences. For the festival, a decade-long car sponsorship provides transport for guests and a corporate-backed production slot in its programme.
Key facts
- Genesis is an official sponsor of the 31st Busan International Film Festival, its 10th consecutive year of support since 2017. [ 1 , 2 , 3 , 4 ]
- Genesis is providing about 100 courtesy vehicles, including GV90, G90, GV80 Hybrid, GV80 Black and GV70 electric models. [ 1 , 2 , 4 ]
- The GV90 Neolun, described by Genesis as its first extra-large flagship electric SUV, was used as a courtesy vehicle at the Oct. 6 opening red carpet. [ 1 , 2 , 3 , 4 ]
- One GV90 Neolun is displayed near the main stage of the Busan Cinema Center during the festival, apart from the opening and closing ceremonies. [ 1 , 2 , 4 ]
- Genesis-supported short film “Flesh Impact,” directed by Maggie Gyllenhaal, is screening at the festival. [ 1 , 2 , 4 ]
- The 17-minute film marks the centennial of Marilyn Monroe's birth, with Dakota Johnson as Monroe in her prime and Ellen Burstyn as Monroe at 100. [ 1 , 2 ]
- The film was first shown at this year's Venice International Film Festival before Busan, according to Asia Economy and Maeil Business. [ 2 , 4 ]
Confirmed by several sources
- Genesis is the official sponsor of the 31st Busan International Film Festival and has sponsored the event since 2017, making this the 10th consecutive year. [ 1 , 2 , 4 ]
- About 100 Genesis courtesy vehicles are being provided for directors, actors and festival officials. [ 1 , 2 , 4 ]
- The GV90 Neolun was used at the opening ceremony red carpet on Oct. 6 and is displayed near the main stage during the festival. [ 1 , 2 , 4 ]
- The Genesis-supported short film “Flesh Impact,” directed by Maggie Gyllenhaal and marking Marilyn Monroe's 100th birth anniversary, is screening at the festival. [ 1 , 2 , 4 ]
Still unclear
- Whether a Q&A session with director Maggie Gyllenhaal will be held at the festival. Only Asia Economy mentions the session; other documents do not confirm it.
- A June special exhibition on Marilyn Monroe's centennial at Genesis House New York. Mentioned only by Asia Economy.
- The full text of the Newsis report. Document 3's headline concerns the GV90 Neolun at the film festival, but its article body covers the Nuri rocket launch, so only the headline can be used for this event.
What local media are saying
Timeline, local time
- The 31st Busan International Film Festival opens; Genesis' GV90 Neolun is used as a courtesy vehicle at the opening red carpet. [ 1 , 2 , 4 ]
- Yonhap reports Genesis' 10th consecutive year of sponsorship and the provision of about 100 courtesy vehicles. [ 1 ]
- Asia Economy reports the sponsorship and the festival screening of the Genesis-supported short film “Flesh Impact.” [ 2 ]
- Newsis publishes a headline report on the GV90 Neolun at the Busan film festival red carpet. [ 3 ]
- Maeil Business reports the sponsorship, courtesy vehicles and the screening of “Flesh Impact.” [ 4 ]