Product placement in movies is getting bigger than ever.
Cars and movies go hand in hand. Sometimes, the cars in these films become iconic, like James Bond's Aston Martin, or Mike Lowrey's Porsche. But no matter what kind of hero or antihero dominates the screen, a cool car is usually part of the complete look - imagine Batman without a Batmobile? These days, manufacturers know very well that a car can steal the show from the protagonist if it looks cooler than the hero, and they've thus made product placement in movies a big investment. The latest is in the new film Snake Eyes: G.I. Joe Origins, and the car in question is the Sonata. Except Hyundai hasn't put a normal Sonata on screen but has rather teased a new N Line version.
"We are thrilled to partner with Hyundai Motor on Snake Eyes: G.I. Joe Origins and bring our journey to life with exhilarating action sequences using stylish and sporty cars," said Irene Trachtenberg, Senior Vice President International Marketing Partnerships at Paramount Pictures. It's quite clear from the above trailer that the Sonata N Line's appearance in the film is meant to leave a lasting impression, and Hyundai will capitalize on this by introducing the "Night Edition" of the N Line Sonata in the US and the "Black Edition" in the Korean market from the third quarter of this year. An exact date has not been given.
As with previous N Line models from Hyundai, no serious performance upgrades are expected but a much sportier design will be the trim line's drawcard. That said, Hyundai suggests better handling in a statement from its Global Chief Marketing Officer, Thomas Schemera: "Snake Eyes: G.I. Joe Origins offers a thrilling opportunity to watch and feel the sportiness and agility of the Hyundai Sonata N Line in action, prior to the launch of the limited edition."
We'll likely learn more over the next few weeks and months as Hyundai ramps up its marketing campaign for the new trim variant.