- Sony and Hyundai have announced a new multi-picture promotional partnership.
Hyundai Motor Company and Sony Pictures Entertainment announced Wednesday that they have entered into a unique and unprecedented multi-picture promotional partnership. Under the partnership, Hyundai’s newest models and technologies will make appearances in upcoming Sony Pictures productions.
The partnership will bridge together Sony Pictures IP with Hyundai Motor’s technology and designs. It will create opportunities to leverage Sony Pictures IP for marketing content and immersive entertainment, not just in movies but also in virtual reality gaming, events, and other opportunities.
The partnership will begin in the upcoming Sony films 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 two other movies not yet determined.
“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.”