Genesis marks a decade on cinema’s biggest stage with first appearance of ‘GV90 Neolun’

Off-screen star: flagship SUV commands the film festival spotlight

Genesis said on the 7th that it is officially sponsoring the 31st Busan International Film Festival, marking a milestone with a decade of consecutive partnership.

Genesis has served as an official festival sponsor since 2017, providing sustained support to expand the film industry’s reach across Asia and beyond South Korea.

During this year’s festival, more than 100 luxury vehicles — including the GV90, G90, GV80 Hybrid, GV80 Black and electrified GV70 — will be deployed as official vehicles to ensure seamless transportation for leading directors, actors and other film industry figures.

At the opening ceremony’s red-carpet event on the 6th, the brand placed its first ultra-large flagship electrified sport utility vehicle, the GV90 Neolun, at the forefront of its official fleet, capturing the attention of media and audiences worldwide. The GV90 Neolun will also be specially displayed near the main stage at the Busan Cinema Center throughout the festival, showcasing its futuristic design and technology.

The festival will also screen Flesh Impact, a short film commemorating the 100th anniversary of Marilyn Monroe’s birth and fully supported in production by Genesis, adding to the event’s artistic value.

Directed by actor and filmmaker Maggie Gyllenhaal, the 17-minute film centers on the inventive premise of a 100-year-old Monroe looking back on her turbulent life at an audition. Hollywood star Dakota Johnson plays Monroe in her prime, while veteran actor Ellen Burstyn portrays the 100-year-old Monroe, bringing added depth to the film.

A Genesis representative said, "We are honored to present this meaningful work of art to the public in a year that commemorates our decade-long partnership with the Busan International Film Festival. We will continue to actively support a wide range of cultural and artistic projects that cross boundaries and convey the brand’s philosophy with authenticity."