Hyundai Motor Company and Sony Pictures Entertainment have entered into a 'unique multi-picture promotional partnership' that will feature the automaker’s new models and technologies in upcoming Sony Pictures productions.
The partnership will marry Sony Pictures IP with Hyundai Motor’s technology and designs, building on the cinematic quality of the studio’s big-screen fare and bringing to life the automaker’s human-centred future mobility vision dedicated to revitalising cities and galvanising urban air mobility. 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
At CES 2020, Hyundai unveiled itision for urban mobility to help revitalize human-centred future cities. The three-pronged approach to realise the vision includes:
- Urban Air Mobility (UAM), a new form of mobility utilising air space to drastically reduce transit time
- Purpose Built Vehicle (PBV), an eco-friendly urban mobility device allowing customisation for diverse lifestyles
- Hub, a space for mobility transfer and community activities.