Under the deal, the companies will collaborate on a wide range of multi-platform content rooted in Sony Pictures IP.
Hyundai Motor Company and Sony Pictures Entertainment have entered into a multi-picture promotional partnership that will feature the automaker’s new models and technologies in upcoming Sony Pictures productions.
Under the deal Hyundai Motor will also offer substantial marketing support and the companies will collaborate on a wide range of ancillary content-creation.
The partnership will combine Sony Pictures’ IP with Hyundai Motor’s technology and designs, building on the cinematic quality of the studio’s big-screen fare.
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 Motor’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 other tentpoles to be determined.
Commenting on the deal, Wonhong Cho, Executive Vice President and Chief Marketing Officer of Hyundai Motor, said: “This strategic partnership with Sony Pictures will allow customers to understand and experience our human-centred 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.”
Jeffrey Godsick, EVP of Global Partnerships and Brand Management, Sony Pictures Entertainment, remarked: “The deal has many layers, including substantial marketing support, but its real potential and impact come from groundbreaking content that we will develop together.”