A Study on the Use of Generative AI in Promotional and Creative Materials for Independent Film Festival Marketing

Speaker

GSAIM AI Team 2
| Jaryung Kim, Hotaek Lee, Yunsoo Kim, Jeongwon Eom | Korea
[Team 2]
Jaryung Kim holds a BA in Film and is pursuing an MA in Film/Multimedia: OTT-Content Planning/Policy/Business at Chung-Ang University. She worked in television writing at KBS and CBS, focusing on documentary productions. Her current research explores the intersection of scripted and unscripted storytelling across film and television, with a focus on how AI technologies can be applied to story and content development.

Hotaek Lee holds a BA in mechanical engineering and is pursuing an MFA in filmmaking at Chung-Ang university. He is interested in story engineering, which involves designing plots using an engineering framework, and currently exploring ways for traditional creators and audiences to engage in interactive creation through AI.

Yunsoo Kim holds a BA in Film Directing and is pursuing an MFA in the same field at Chung-Ang university. He has worked on AI-based poetry film and testimonial documentary projects. His work explores the interaction between literature and cinema through engineering-based storytelling. His research focuses on developing approaches to the use of artificial intelligence that respect human creators.

Jeongwon Eom holds a BA in Western Painting and is pursuing a PhD in Media at Chung-Ang university. She primarily works in media art, with a focus on hybrid identity and non-human intelligence. She explores new artistic possibilities of utilizing AI not merely as an image-generating tool but as a collaborative creative partner.

Abstract

This project explores how generative artificial intelligence (AI) can expand the creative and communicative potential of independent film festivals. While AI in filmmaking has often been confined to assisting creators, this study applies generative AI to the production of visual assets such as film posters, video trailers, and merchandise, examining its role as a practical and imaginative tool in festival marketing. Through experiments with AI-based image generation, video synthesis, and 3D printing, the project investigates new forms of interaction between creators and audiences. By using AI as both a creative collaborator and a visual medium, it envisions new possibilities for reimagining festival promotion and audience experience beyond the screen.

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