GÖTEBORG FILM FESTIVAL

Challenge: 
In 2023, the film industry saw an unprecedented threat (or opportunity, depending on who you ask): Artificial Intelligence. Some argued AI would enable better films and faster productions. Others claimed it would erode the soul of cinema. Whatever the outcome, one thing stood clear: the industry needed constructive conversations about AI. And what better place to gather than at the Göteborg Film Festival, whose theme for 2024 was Artificial Intelligence?

Solution: 
To invite cinephiles and film professionals to discuss AI’s role in the film industry at the festival, we decided to do something too provocative to be ignored. We used AI to replace the lead character in Swedish film history’s most internationally acclaimed work, Ingmar Bergman’s Persona from 1966.

Result: 
The AI-manipulated film, named Another Persona, was exclusively screened once at the festival to 700 curious spectators. The project put the regional festival in the global spotlight, reaching 1.1 billion people in 95 countries. This led to an all-time high festival engagement – both online and at the festival’s workshops, panel discussions, and debates. Once again, the Göteborg Film Festival engaged a large part of the world in an important topic.

The casefilm is partially in Swedish.