Hyundai strengthens partnership with Sony to showcase new models
By Felicia Nwosu
Hyundai Motor Company and Sony Pictures Entertainment said they are set to renew and strengthen an already existing partnership for a multi-promotional relationship across five of the Sony studios’ upcoming pictures which will feature the automaker’s new models and technologies.
This is geared towards showcasing Hyundai Motor’s new models and technologies which will star in five upcoming Sony movies, 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.
According to both notable and leading brands, the joint efforts will promote Sony Pictures IP with Hyundai’s technology and designs, specifically bringing to life the automaker’s human-centred future mobility vision which is dedicated to revitalizing cities and galvanizing urban air mobility.
The symbiotic deal will be beneficial to both parties as a winning strategy as it will leverage Sony Pictures IP for marketing content and immersive entertainment, collaborate on infrastructure and vehicular concepts for Sony movies, co-create virtual reality and gaming experiences, and co-produce events, among other opportunities. Hyundai will also offer substantial marketing support.
Revealing the details of the partnership, Wonhong Cho, Executive Vice President and Chief Marketing Officer of Hyundai Motor, said the strategic partnership with Sony Pictures will allow customers to understand and experience Hyundai’s human-centred future mobility vision.
“This will be through innovative vehicles and technologies, illuminating a way forward for transforming how it moves, interacts, and designs our lives for optimal benefits,” he said.
Jeffrey Godsick, Executive Vice President of Global Partnerships and Brand Management, and Head of Location Based Entertainment at Sony Pictures Entertainment, reiterated that Sony Pictures is committed to ensuring an undiluted service that excites its consumers.
“We will offer various ways to inspire our customers and movie fans around the globe. “This deal embodies the true definition of the word partnership. The deal has many layers, including substantial marketing support, but its real potential and impact come from groundbreaking content that we will develop together.”
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