INNOCEAN(214320) will fully launch a global content business that combines brands and entertainment.
INNOCEAN said on the 28th that it will unveil a content development and production platform, "Cinema by Brand," which consolidates brands with global film creators, in partnership with the Asian Contents & Film Market (ACFM) held during the Busan International Film Festival in Oct.
"Cinema by Brand" is a business model that, based on brand communication capabilities and content production experience, consolidates brands with global film creators to plan and produce new film content. Going beyond simply reworking ads into a film format, it aims to produce content that places cinematic completeness and entertainment value at the center from the planning stage.
INNOCEAN recently launched a "content studio" centered on content specialists and is also expanding into various IP businesses, including broadcasting, drama, performances, exhibitions, YouTube, and influencers. Cinema by Brand will also make its debut this year and then be held annually, with plans to develop it into a sustainable content business.
This project expands the potential of branded content confirmed through the short film "Night Fishing," co-produced last year with Hyundai Motor(005380). "Night Fishing," a 13-minute, Korea's first paid theatrical screening of branded content, drew attention for its innovative shooting method that unfolds the story solely from the perspective of cameras installed in a car and for its new cinematic grammar. By going beyond the framework of conventional car ads and using the vehicle itself as a cinematic device, it presented new possibilities for branded content and attracted 46,000 paying viewers.
Kim Jeong-a, CEO of INNOCEAN, said, "We will expand our creative capabilities beyond the boundaries of advertising and marketing into film, entertainment, content, and IP," adding, "We will build a unique business structure that consolidates brands, creators, and the film industry."