Hyundai vehicles will take a starring role in upcoming Sony films as the two companies have entered into a multi-picture promotional partnership. Under the deal, Hyundai vehicles will be shown in upcoming films made by Sony Pictures, while Hyundai will offer substantial marketing support.
Hyundai’s new models and technologies will be featured in five upcoming Sony Pictures films including Uncharted (July 2021); the sequel to Spider-Man: Far From Home (November 2021); and the sequel to Spider-Man: Into the Spider-Verse (October 2022).
“This strategic partnership with Sony Pictures will allow customers to understand and experience our human-centered future mobility vision through innovative vehicles and technologies, illuminating a way forward for transforming how we move, interact, and design our lives for optimal benefits. We will offer various ways to inspire our customers and movie fans around the globe,” said Wonhong Cho, Executive Vice President and Chief Marketing Officer of Hyundai Motor.
“This deal embodies the true definition of the word partnership,” said Jeffrey Godsick, EVP of Global Partnerships and Brand Management, and Head of Location Based Entertainment at Sony Pictures Entertainment. “The deal has many layers, including substantial marketing support, but its real potential and impact come from groundbreaking content that we will develop together.”