Hyundai Motor Company is set to unveil its inaugural film, “Night Fishing,” on June 14 at CGV, Korea’s largest multiplex cinema brand. The film, a collaboration with renowned Korean actor Son Sukku and acclaimed director Moon Byounggon, marks Hyundai’s ambitious entry into the world of film production.
“Night Fishing” centers on a gripping encounter between an agent, played by Son Sukku, and a mysterious individual at an electric vehicle (EV) charging station. The movie, described as a ‘humanistic thriller,’ offers a unique cinematic experience by incorporating scenes shot from the perspective of a vehicle model equipped with specially mounted cameras. This innovative approach blends automotive technology with artistic storytelling.
Hyundai Motor Company’s collaboration brought together key figures from the Korean film industry. Son Sukku, known for his roles in “The Roundup 2” and Netflix’s “D.P.,” stars in the film, while director Moon Byounggon, the first Korean to win the Palme d’Or in the short film competition at the 2013 Cannes Film Festival, helms the project.
Reflecting on evolving consumer content consumption habits, Sungwon Jee, Senior Vice President and Global Chief Marketing Officer of Hyundai Motor Company, noted, “We’re in an era in which consumers are accustomed to watching 3-second clips that would have been 30-second ads in the past. As consumer content consumption evolves, so does Hyundai’s approach to content marketing. ‘Night Fishing,’ made under the concept of a ‘snack movie,’ provides a new way for Hyundai to engage consumers.”
Unlike traditional ‘car movies,’ “Night Fishing” distinguishes itself by focusing on the scenes surrounding the car rather than the vehicle itself. The film subtly highlights how its cameras enhance safer driving by reducing blind spots, with specially rigged cameras installed on the vehicle to capture the scenes.
“Night Fishing” has already garnered attention and accolades at film festivals. It premiered at the Sundance Film Festival’s ChefDance program in January and is set to compete in the International Short Film Competition at the upcoming Fantasia International Film Festival in July. The film has received praise for its inventive direction and high production values, with Nicolas Archambault, a programmer at Fantasia, commending its creativity. Actor Sung Kang from the “Fast & Furious” franchise also lauded the film’s cinematography and storytelling.
At the premiere, Son Sukku shared his initial doubts about the storytelling perspective but expressed satisfaction with the final outcome. Director Moon Byounggon echoed these sentiments, noting that the camera limitations led to a unique storyline and character development.
As “Night Fishing” hits the screens, Hyundai Motor Company is poised to redefine the intersection of automotive technology and cinematic art, engaging audiences in an innovative and thrilling new way.
