Hyundai Motor’s first film to premiere on June 14

[Courtesy of Hyundai Motor Co.]

South Korea’s top automaker Hyundai Motor Co. announced on Tuesday that it will premiere its first film, “Night Fishing,” on June 14, in an effort to expand its engagement with consumers.

According to Hyundai Motor, Night Fishing is a short thriller film shot entirely from the perspective of the cameras on a vehicle. It is its first film that revolves around a mysterious incident and a twist story unfolding at an electric vehicle charging station during a dark night.

It was directed by Moon Byoung-gon, who won the Palme d‘Or for Short Films at the Cannes Film Festival with “Safe” in 2013, making him the first Korean to do so.

Korean actor Son Suk-ku, who stars in the film, also participated as a co-producer.

The film unfolds through the perspective of Hyundai’s IONIQ 5 utilizing its specially mounted cameras, including the built-in cam, surround view monitor (SVM), and digital side mirror (DSM).

Throughout the entire film that is 12 minutes and 59 seconds long, there is not a single scene that features the full exterior view of the IONIQ 5 in one frame.

Hyundai, unlike traditional product placement (PPL) that emphasizes the product itself, naturally incorporated the interior and exterior views of the vehicle into the film’s setting to subtly showcase the IONIQ 5.

Night Fishing has already garnered significant attention at international film festivals. The film was presented at the Sundance Film Festival’s ChefDance program in January and has been selected as a contender in the International Short Film Competition section at the upcoming 28th Fantasia International Film Festival, an influential genre film festival in North America to be held in Canada in July, according to the company.

Prior to the official screening, Hyundai Motor held a premiere at CGV Yongsan I‘Park Mall in central Seoul on Tuesday.

“It was hard to imagine how a film shot from a car’s perspective would look like, but the constraints of fixed cameras seemed to have created unprecedented creativity,” Son said at the premiere.

Hyundai Motor aims to make Night Fishing an easily accessible film without significant time or financial burden.

The company collaborated with CGV, the largest multiplex cinema brand in Korea, and set the ticket price at 1,000 won ($0.72).