Busan Market Buzz: From 'Squid Game' Producer's Alliance to AI-Powered Sci-Fi Films

The Busan International Film Festival's Asian Contents & Film Market (ACFM) served as a dynamic hub for industry professionals, showcasing a blend of technological innovation, collaborative initiatives, and diverse storytelling. Key discussions and announcements at the market underscored the evolving landscape of film production, particularly regarding the integration of artificial intelligence and the growing emphasis on cross-border co-production and creators' rights across Asia.

One striking example of technology's impact was the sci-fi action thriller "Overstake," for which Hong Kong’s Cappu Films secured worldwide sales rights. Directed by Stas Mareev, this unique project creatively merges live-action filming with generative AI to reconstruct its settings, allowing for a scale and visual language previously unattainable. The film centers on a wounded veteran forced into a deadly betting game, where he must navigate an industrial city within two hours to save his ex-wife, all while strangers on their phones decide his fate – turning their fight for survival into a public spectacle. Mareev emphasized that AI enables him to reimagine environments and action sequences without sacrificing the human core of the narrative. Cappu Films, known for its expertise in sci-fi and action genres, is introducing "Overstake" to buyers at Busan, presenting a promo alongside a selection of finished sequences as the AI work continues.

The broader implications of AI in cinematic production were a central theme at the InnoAsia AI Creators Camp, held during the ACFM. VFX veteran Hong Jae Cheol, a producer-director at Viscode with a background at Industrial Light & Magic, articulated a vision where small, AI-native companies can develop their own intellectual property, while traditional studios retain advantages in established franchises and infrastructure. Hong highlighted a significant shift towards integrating AI into the complete production workflow, moving beyond generating individual images. He advocated for a hybrid future, viewing AI as a partner to human creativity rather than a replacement for existing studios. Hong detailed an AI-assisted approach where actors perform on controlled sets, AI generates environments, and VFX artists handle the crucial tasks of tracking, integration, and finishing, complementing current AI applications in rotoscoping, cleanup, previs, and character design.

Adding to this perspective, Mark Wachholz, chief creative director of Berlin-based Dreamkite Studios—recognized for award-winning AI films like "The Cinema That Never Was"—described AI co-creation as an invitation to embrace surprise, promoting an approach of "exploring instead of controlling" and "finding instead of knowing." He stressed that new tools necessitate new ways of thinking. Director Ahn Jaehong of Climax Studio, who transitioned to AI filmmaking due to arm injuries, mapped out a comprehensive AI workflow from prompts and camera information to shot lists and keyframes. All speakers concurred that while AI can assist across numerous stages, filmmakers' vision, story shaping, visual design, and final artistic direction remain paramount, with Hong succinctly stating, "AI is just a tool; film is a sequence."

A significant development aimed at strengthening regional collaboration was the launch of the Asian Producers Alliance (APA) by independent producers from five Asian territories at the ACFM. Formed to advance cross-border co-production and enhance the protection of creators’ rights, the APA represents a unified front against shared industry challenges. Founding members include the Producers Guild of Korea (PGK), the Indonesian Film Producers Association (APROFI), the Philippine Independent Producers Group (PIPG), the Hong Kong Movie Production Executives Association (HKMPEA), and the Taiwan Producers Association (TPA). Kim Ji-yeon, producer of "Squid Game" and a PGK board member, read the founding declaration, emphasizing the collective decision to face industry changes together, enabling Asian stories to be made collaboratively and reach wider audiences.

The APA's formation was announced during the "Empowering Asian Cinema: Solidarity and Creative Alliance" seminar, moderated by PGK International Committee director Han Jin. Panelists, including Yulia Evina Bhara, Rhee Handae, Yamaguchi Shin, and Bianca Balbuena, discussed the realities of international co-production in an era transformed by streaming and short-form content. Yamaguchi's concise call to "Think globally" encapsulated the prevailing sentiment. The alliance will initially function as a consultative coalition, prioritizing co-production across Asia and creators’ IP rights, with plans to evolve into a formal decision-making body. It welcomes additional producer organizations from across Asia and will hold quarterly online meetings and an annual general assembly during ACFM. Lee Dong-ha (PGK president) and Edwin Nazir (APROFI chair) serve as inaugural co-representatives, with Han Jin and Bhara as co-secretary generals, all on one-year terms. The APA's commitment to "a practice of solidarity" will continue with its second seminar focusing on creators’ IP at the JAFF Market in Yogyakarta, Indonesia, in December.

Beyond technological and collaborative advancements, compelling new narratives were also a highlight. Among them, "The Family Table," a Korean drama directed by Lee Hanju, was presented as part of the Asian Project Market (APM). The film delves into the profound impact of injustice on an ordinary family when 12-year-old Ji-woo is subjected to sexually inappropriate comments at school. When institutional procedures fail to address the issue, her mild-mannered father, Gyu-seong, initiates legal action. The ensuing battle, complicated by financial strain, public scrutiny, and the emergence of surprising secrets about the alleged culprit, forces Gyu-seong to confront whether he is truly fighting for his daughter or merely settling personal grievances.

Director Lee Hanju explained that the film explores the small and large injustices people tolerate daily, questioning the meaning of living as a "good person" and the consequences when someone who has always avoided confrontation finally stands up for something vital. Lee aims for viewers to continuously reflect on their own choices, highlighting that actions taken for justice can inadvertently inflict further wounds. Producer Kang Jeongwon underscored the film's central paradox: that the fight to protect a family can ultimately disrupt its daily life, raising the question of why doing the right thing often comes at such a high cost. With a first draft complete, the screenplay is undergoing further development, and the team is actively seeking international co-production partners experienced in character-driven social dramas, along with sales agents, festival positioning support, distribution partners, and investors, aiming for production to begin in late 2027. Lee is also developing "Shoot-Off," a sports mystery set in competitive shooting, with filming scheduled for December 2026.

Cappu Films' Busan lineup further demonstrated the breadth of content at ACFM, including "Banr," "Fox Hunt," Shan Jiang’s Tribeca title "Ephemera," the WWII spy series "Operation Doolittle," martial arts film "Lion Fist," Joy Hopwood’s Australian dramedy "Her Last Laugh," and the action comedy "Zombie Plane," starring Vanilla Ice, Sophie Monk, and Chuck Norris.