Hyundai and Sony ink multi-movie promotional partnership

Hyundai and Sony ink multi-movie promotional partnership
Hyundai has signed a deal with Sony that will promote Hyundai vehicles and technologies in future Sony films. (file)

The next Alabama movie star may hail from Montgomery, have four wheels and a Smartstream engine.

Hyundai Motor Company and Sony Pictures Entertainment announced a new multi-movie promotional partnership Wednesday that will see Hyundai cars and technology promoted in five upcoming feature films.

The announced movies include “Uncharted,” based on the popular video game of the same name and due out July 2021 starring Tom Holland, Mark Wahlberg and Antonio Banderas. Sequels to “Spider-Man: Far from Home,” due in November 2021, and “Spider-Man: Into the Spider-Verse,” due in October 2022, are two other announced titles.

Two other undetermined Sony feature films will also be included in the deal.

Specific Hyundai models to be featured have not been disclosed. Hyundai Motor Manufacturing Alabama produces the Sonata and the Elantra sedans and the Santa Fe SUV. Beginning next year, it will add Hyundai’s first pickup, the Santa Cruz crossover, to its lineup.

The pickup launch in 2021 seems ripe for a major movie promotion that year.

A friendly, neighborhood Santa Cruz, anyone?

HMMA’s $388 million engine plant in Montgomery is also one of the first in the world to produce the Smartstream G1.6 T-GDi engine that will feature the world’s first continuously variable valve duration (CVVD) technology.

“It is exciting to see the Hyundai brand involved with upcoming movie productions,” said Robert Burns, vice president of Human Resources & Administration at HMMA. “Even though the release doesn’t specify an Alabama-built vehicle, we can hope a Sonata or Santa Fe will get a cameo.”

Beyond movie appearances of existing and concept vehicles, the partnership presents opportunities to leverage Sony for marketing content and immersive entertainment, to co-create virtual reality and gaming experiences, and to co-produce events.

Wonhong Cho (left), executive vice president and Chief Marketing Officer of Hyundai Motor Company, and Jeffrey Godsick, executive vice president Global Partnerships and Brand Management and head of Location Based Entertainment at Sony Pictures, announced the partnership. (contributed)

“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,” said Wonhong Cho, executive vice president and Chief Marketing Officer of Hyundai Motor. “We will offer various ways to inspire our customers and movie fans around the globe.”

Hyundai Motor will also offer substantial marketing support and the companies will collaborate on a wide range of ancillary content-creation.

“This deal embodies the true definition of the word partnership,” said Jeffrey Godsick, executive vice president 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.”

At the consumer technology showcase event CES 2020, Hyundai Motor Company unveiled its innovative vision for urban mobility to help revitalize human-centered future cities. The three-pronged approach to realize the vision includes:

  • Urban Air Mobility (UAM), a new form of mobility utilizing air space to drastically reduce transit time;
  • Purpose Built Vehicle (PBV), an eco-friendly urban mobility device allowing customization for diverse lifestyles; and
  • Hub, a space for mobility transfer and community activities.

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