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Hyundai Motors and Sony Pictures Entertainment announce a unique and pioneering multi-picture promotional partnership.

02 Jun 2020 | International News : U.S.A

Hyundai and Sony Pictures Entertainment announced that they have entered into a unique and unprecedented multi-picture promotional partnership that will feature the automaker's new models and technologies in upcoming Sony Pictures productions. Under the deal, Hyundai will also offer substantial marketing support, and the companies will collaborate on a wide range of ancillary content-creation.

The partnership will marry Sony Pictures IP with Hyundai'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.

Wonhong Cho, Hyundai Motor Company (left) and Jeffrey Godsick, Sony Pictures Entertainment (right)
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's new models and technologies will be featured in five upcoming Sony Pictures films including Uncharted to be aired on July 2021, the sequel to Spider-Man: Far From Home on November 2021, the sequel to Spider-Man: Into the Spider-Verse on October 2022, and other films yet to be determined.

During Consumer Electric Show 2020, Hyundai unveiled its innovative vision for urban mobility to help revitalise human-centred future cities. The three-pronged approach to realise the vision includes the Urban Air Mobility, a new form of mobility utilising air space to drastically reduce transit time, Purpose Built Vehicle, an eco-friendly urban mobility device allowing customisation for diverse lifestyles and lastly, Hub, a space for mobility transfer and community activities.
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