Hyundai and Sony have announced a strategic partnership where the former’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); the sequel to Spider-Man: Into the Spider-Verse (October 2022); and a couple more yet to be disclosed.
The partnership is expected to be mutual beneficiary as Hyundai intends to showcase its futuristic concepts including Urban Air Mobility and possibly a concept city with Smart Mobility Ecosystem in the movies.
A miniature model of Smart Mobility Ecosystem
Sony can, of course, use all of this content to their advantage and bring in the audience.
The deal has many layers, including substantial marketing support, but its real potential and impact come from groundbreaking content that we will develop together. – Jeffrey Godsick, EVP of Global Partnerships and Brand Management, and Head of Location Based Entertainment, Sony Pictures Entertainment
The partnership will offer a wide range of opportunities to leverage Sony Pictures IP for marketing content and immersive entertainment, collaborate on infrastructure and vehicular concepts for Sony Pictures movies, co-create virtual reality and gaming experiences, and co-produce events, among other opportunities.
Hyundai S-A1 concept, a Personal Air Vehicle, showcased at the CES 2020
Also read: Hyundai to produce electric Air Taxis for Uber Elevate
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. – Wonhong Cho, Executive Vice President and Chief Marketing Officer, Hyundai Motor
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