Hyundai Motor Company and Sony Pictures Entertainment officially revealed that they have joined into a “unique and unprecedented” multi-picture promotional joint venture that will feature new automaker models and technologies in future Sony Pictures productions. Hyundai Motor will also provide marketing support through various methods under the agreement, and the companies will collaborate on a vast scope of additional content production.

The partnership will combine Sony Pictures IP with Hyundai Motor’s technology and design, according to the press release from Hyundai. The goal will build on the studio’s large-screen cinematic quality and bring to life a human-centered vision of future mobility devoted to modernizing cities and gaining support for urban air mobility. The partnership will offer vast opportunities to leverage Sony Photos IP for marketing content and immersive entertainment, collaborate on Sony Pictures’ infrastructure and vehicle concepts, co-create virtual reality and game experiences, and co-producing events.

Sony movies will feature new Hyundai models

Hyundai Motor’s newest models and technologies will be featured in five highly anticipated Sony Pictures films, including Uncharted (July 2021); Spider-Man: Far From Home 2 (November 2021); Spider-Man: Into the Spider-Verse 2 (October 2022); and other titles to be announced.

“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 of Hyundai Motor

Automakers promote new vehicles in Hollywood

Hyundai isn’t the first automaker to go Hollywood with their models in the movies. Nissan partnered with A Wrinkle in Time featuring none other than Oprah. Terminator 3 featured the Toyota Tundra.

The Matrix Reloaded put Cadillacs through their paces and Lara Croft drove a Land Rover Defender 90 in the first Tomb Raider film. The list could go on forever but what makes this partnership so special is the multi-picture aspect and the technologies put in front of the wide variety of audiences.

Hyundai’s partnership with Sony is different

“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.”

Hyundai Motor Company announced its groundbreaking vision for urban mobility at CES 2020 to help revitalize future cities with a human-centered focus. The framework included a three-pronged approach to achieving the company objectives. The first area of this framework is Urban Air Mobility (UAM), a new form of mobility using air space to reduce transit time drastically. The second is a Purpose Built Vehicle (PBV), an eco-friendly urban mobility device that allows for diversified lifestyle flexibility. The final being Hub, a space for mobility transfer and social connection.