Marilyn Monroe's enduring mystique, 64 years after her death, is attributed to the persona she meticulously crafted – a blend of innocence, sexiness, and depth – and her status as the ultimate "anti-nepotism baby," according to insights from actress Ellen Burstyn and an executive from the firm managing her image.

Burstyn, who portrays Monroe in the new film "Flesh Impact," which premiered at the Venice Film Festival, noted that Monroe's created persona was central to her appeal. "It was deep and innocent and sexy and all of those things at once," Burstyn said.

Dana Carpenter, an executive at Authentic Brands Group, the company that controls and profits from Monroe's image, echoed this sentiment, highlighting Monroe's difficult upbringing. "Marilyn really had an incredibly rough upbringing," Carpenter stated. "When you look at her appeal to a new generation, a lot of people take inspiration from that; that she came from nothing – or worse than nothing." Carpenter added that Monroe was not only a talented actress but also consistently sought greater control over her career and life.

Authentic Brands Group acquired Monroe's estate in 2011. In recent years, marking what would have been her 100th birthday, the company has authorized various commercial initiatives, including collaborations with Lee jeans and Mattel for a Marilyn Barbie doll. Continuing ad campaigns feature Monroe in promotions for Chanel perfume, Tiffany, and Blancpain watches.

Carpenter acknowledged that the rise of AI image generation presents challenges in protecting Monroe's likeness, likening the task to "whack-a-mole" in combating fakes. While the company has not ruled out authorizing an AI-generated Marilyn for future projects, it is not part of the current strategy, which focuses on building a "new family of fans" for her centenary.

Director Maggie Gyllenhaal revealed that an AI-generated version of Monroe was considered for "Flesh Impact." The film imagines a 100-year-old Monroe attending an audition, with actress Ellen Burstyn playing the elder version and Dakota Johnson portraying her in flashbacks. "I did try working with AI on this project," Gyllenhaal said. "We worked very hard at it, and in the end threw it away because what was coming through Dakota playing Marilyn Monroe was so much more moving, human, alive."

Burstyn shared a personal encounter with Monroe, recalling a moment in a nightclub where she felt recognized by the star. "I thought: 'I've just been recognised by Marilyn Monroe.' I carried that in my heart," she said. Burstyn also mentioned being close to Monroe's confidant, Ralph Roberts, who relayed that Monroe considered her public persona a carefully constructed artifice, not reflective of her true self.

Other Festival Buzz

In other festival news, Andrew Scott's performance in "Elsinore," a film about actor Ian Charleson's battle with AIDS while starring in "Hamlet," has garnered significant critical acclaim at the Telluride Film Festival, generating Oscar buzz for Best Actor. The film, which chronicles Charleson's courageous decision to continue performing despite his illness, will open the BFI London Film Festival on October 7.

Scott reflected on playing Charleson, stating, "When you're talking about 'to be or not to be' – 'do I live or do I die' – Ian is not talking about that as an almost. It was an inevitability at that stage that he was going to die." He added that portraying Charleson's experience was deeply moving, particularly given the historical context for gay actors in the industry.

Meanwhile, Penelope Cruz and Javier Bardem star as a couple whose strained marriage is further tested by a housing project in their new film "Bunker," directed by Florian Zeller, who cited Stanley Kubrick's "Eyes Wide Shut" as an inspiration for its exploration of the blurred lines between reality and fiction.

Singer Phoebe Bridgers also made a notable appearance at the Venice Film Festival for the premiere of "Primetime," in which she stars alongside Robert Pattinson. Bridgers's unpretentious red carpet style, including unshaven legs, drew attention, and she spoke of her initial intimidation but eventual enjoyment of the filmmaking process. Pattinson praised Bridgers's relaxed demeanor and improvisational skills on set. The film's depiction of "To Catch A Predator" host Chris Hansen's work has drawn criticism from Hansen himself, who called it an "insult to the thousands of men and women who work hard every day to protect children from predators."