Photo: Hyundai
Audi has been part of the Marvel Universe (MCU) since 2010 and the association between the two brands will forever remain burned in the collective mind. The same goes for BMW and Mission: Impossible, or Aston Martin and the James Bond universe.
It’s time to add another combination to the mix: Hyundai and Sony Pictures. In what is billed as a groundbreaking multi-picture partnership, Hyundai cars and tech will be featured heavily in upcoming movies from Sony, including the two Spiderman releases scheduled for 2021 and 2022.
The first movies confirmed as part of the new deal are Uncharted (July 2021), Spider-Man: Far From Home (November 2021), and Spider-Man: Into the Spider-Verse (October 2022), with other tentpoles to be announced at a later date. Right now, neither company can make further plans in this regard, since the future of Hollywood big productions is unknown, as the industry is easing back to work after lockdown.
The press release notes that, in addition to featuring real cars, concepts and assorted tech in the Sony movies, the deal will also include “substantial marketing support” from Hyundai, and collaborations “on a wide range of ancillary content-creation.”
“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. We will offer various ways to inspire our customers and movie fans around the globe,” Wonhong Cho, Executive Vice President and Chief Marketing Officer of Hyundai Motor, says in the same statement.
While Sony’s foray into comic movies hasn’t been as successful as Marvel’s (in fact, no other studio has comparable results in this specific genre), there’s no denying that the latest iteration of Spiderman has fared comparatively better than the previous one, with Andrew Garfield as lead. Ironically, the improved results are due to the fact that Sony is now working with Marvel on the franchise.
In short, Hyundai might have gotten a lesser deal than Audi with the MCU, but it’s an excellent way to start.
The first movies confirmed as part of the new deal are Uncharted (July 2021), Spider-Man: Far From Home (November 2021), and Spider-Man: Into the Spider-Verse (October 2022), with other tentpoles to be announced at a later date. Right now, neither company can make further plans in this regard, since the future of Hollywood big productions is unknown, as the industry is easing back to work after lockdown.
The press release notes that, in addition to featuring real cars, concepts and assorted tech in the Sony movies, the deal will also include “substantial marketing support” from Hyundai, and collaborations “on a wide range of ancillary content-creation.”
“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. We will offer various ways to inspire our customers and movie fans around the globe,” Wonhong Cho, Executive Vice President and Chief Marketing Officer of Hyundai Motor, says in the same statement.
While Sony’s foray into comic movies hasn’t been as successful as Marvel’s (in fact, no other studio has comparable results in this specific genre), there’s no denying that the latest iteration of Spiderman has fared comparatively better than the previous one, with Andrew Garfield as lead. Ironically, the improved results are due to the fact that Sony is now working with Marvel on the franchise.
In short, Hyundai might have gotten a lesser deal than Audi with the MCU, but it’s an excellent way to start.
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