11.06.2024 Press release

Hyundai Motor Presents Its First Film ‘Night Fishing’ in Collaboration with K-Movie Star Son Sukku

  • Hyundai Motor’s first film, ‘Night Fishing’, created with famous Korean actor Son Sukku and director Moon Byounggon, is set to premiere on June 14
  • The short film offers a fresh take on traditional car films by utilizing specially mounted cameras to capture the scenes from the vehicle’s perspective
  • ‘Night Fishing’ is gaining recognition at film festivals and marks a new step in the evolution of Hyundai Motor’s global content marketing strategy

Press material

Hyundai Motor Company is set to premiere its first film, ‘Night Fishing’, created in collaboration with famous Korean actor Son Sukku and director Moon Byounggon, on June 14 at CGV, Korea’s largest multiplex cinema brand.

The movie’s plot revolves around an unexpected event between an agent, played by actor Son Sukku, and an unidentified individual at an EV charging station. The film is described as a ‘humanistic thriller’ shot partially from the perspective of a vehicle model utilizing specially mounted cameras, creating a cross-over between automotive technologies and artistic expression.

For its first foray into film production, Hyundai Motor worked with key figures in the Korean movie industry, including actor Son Sukku, known for his roles in ‘The Roundup 2’ and the Netflix original series ‘D.P.’, and director Moon Byounggon, the first Korean to win the Palme d’Or in the short film competition at the 2013 Cannes Film Festival.

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’, which was made under the concept of a ‘snack movie’, reflects this change, providing a new way for Hyundai to engage consumers.

Sungwon Jee Senior Vice President and Global Chief Marketing Officer of Hyundai Motor Company

‘Night Fishing’ distinguishes itself from other ‘car movies’ by focusing on the scenes around the car rather than the car itself, while subtly showing how its cameras aid in safer driving by reducing blind spots. For the film, specially rigged cameras were installed on the vehicle to capture the scenes.

‘Night Fishing’ has already gained recognition at film festivals. The film was presented at the Sundance Film Festival’s ChefDance program in January and has been selected for the upcoming Fantasia International Film Festival’s International Short Film Competition in July. It has received positive reviews, with Nicolas Archambault, a programmer at the Fantasia International Film Festival, praising its inventive direction and impressive production values. Actor Sung Kang from the ‘Fast & Furious’ franchise also praised the film’s cinematography and storytelling.

At the film’s premiere, actor Son Sukku shared that it was challenging to envision how the story could be told from the vehicle’s perspective but was pleased with the final result. Director Moon Byounggon echoed these sentiments, stating that the limitations of the camera movements allowed for the development of a unique story line and character settings.

‘Night Fishing’ will be released in 15 CGV theaters across Korea, including locations in Seoul and Busan. The film will be screened from Friday to Sunday for two weeks following its release. Hyundai Motor plans to introduce ‘Night Fishing’ as a ‘snack movie,’ a new format offering a brief but high-quality cinematic experience for audiences who prefer shorter films. With a running time of approximately 10 minutes and a ticket price of just KRW 1,000 (about $0.73), the film offers an accessible and enjoyable cinema experience for consumers.


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