p!tt

A cultural project of the Busan International Film Festival initiated with the hope of becoming a film festival that everyone can join.

The main signature of [p!tt] is a logotype composed of the unique alphabet form ‘p!tt,’ derived from an upside-down shape of biff, the English initials of the Busan International Film Festival (BIFF). This symbolizes that [p!tt] is a label that cannot be apart from BIFF, and at the same time, it is a part of the BIFF that can interpret the world of BIFF in a bit different and fresh way.

Not losing the originality of BIFF,
And exploring new freedoms beyond BIFF,
Content and space where everyone discovers their tastes with BIFF,
This is [p!tt].

The fourth p!tt, Unlock Your Cinema

This year, [p!tt] presents a new slogan: “Unlock Your Cinema.”
It is not just a phrase announcing another season.
It reflects a commitment to reviving cherished memories,
a dazzling moment from an all-time-favorite film, the first cinema experience held deep in everyone's heart, and capturing them once more in the present.

The typography, inspired by the classic theater billboard,
clearly engraves the enduring significance of cinema and theater
as they exist hereafter, not only as nostalgia.

Poster of p!tt 2025

Everyone remembers their first step into a theater.
The lights go off, silence stretches, and before the first scene begins,
those few seconds of tension become something far beyond the ordinary.
In 2025, [p!tt] proposes ‘the third dimension’
that is completed by adding the audience’s memories and senses
to the two-dimensional images on the screen.
The key visual of 2025 defines the theater as a ‘space of feelings’
and expresses the world of three dimensions born from it through a diverse visual language.