In times of confusion and chaos of rapidly changing society, JEONJU Conference is to present the values ​​to be considered and ask questions for the film and content industry. The changes in the film and content industries were predicted. However, the uncontrollable speed and its causes were not what the industry expected. The surprises based on this unpredictability will continue, and the existing values ​​and solutions in a world that changes with the climate crisis and artificial intelligence will not be the key to alleviating this confusion. JEONJU Conference seeks the possibility of change by analyzing industry trends now, the hectic moment of catching up with the media ecosystem created by the audience and users. Also, it introduces possible alternatives and cases of those who are making experimental attempts, and our collective intelligence at this Conference will discuss fundamental questions necessary for the anticipative preparation.