Techart Conference

Jaryoung Kim 

■ Abstract

This study explores the practical applicability of generative AI in independent film festival marketing through the creation of derivative works. In the current film industry, AI has been primarily used in a limited capacity as a tool to assist creators. In response, this study proposes a method of utilizing AI not merely as a supportive tool, but as an interactive medium that reflects the creator’s intent. To this end, a hypothetical film festival was designed, and AI-based marketing strategies were developed by segmenting the audience experience into distinct stages. The research team’s short film was applied to the marketing model to produce derivative works, and both the creator’s intent and audience satisfaction were cross-validated. Through this process, the study confirms the potential for expanding AI-driven marketing in independent film festivals and examines practical directions for its implementation and improvement.

■ Bio

Jaryung Kim holds a BA in Film and is pursuing an MA in Film/Multimedia: OTT Content Planning, Policy, and Business at Chung-Ang University. She has worked in broadcast writing at KBS and CBS, focusing on documentary production. Her current research explores the intersection of scripted and unscripted storytelling across film and platform-based content, with a focus on the application of AI technologies to narrative and content development.