You'll be seeing a lot of Hyundais in upcoming Sony Pictures movies.
If you've watched any of the recent Marvel superhero movies, it was hard to miss some of the gratuitous Audi product placement. In Avengers: Endgame, Tony Stark drove the Audi e-tron GT electric concept, which was dubbed with combustion engine sounds to make it sound more aggressive. The flagship Audi A8 also starred in 2017's 'Spider-Man: Homecoming,' while the Audi e-tron, Audi A7, and Audi Q8 all appeared in the film's sequel, 'Spider-Man: Far From Home,' released in 2019,
In future Spider-Man movies, however, the Audi A8 could be replaced with the new Hyundai Sonata as part of a new partnership between Sony Pictures Entertainment and the Korean automaker that will showcase Hyundai's new models and technologies in upcoming movies.
Hyundai's new models and technologies will feature in five upcoming Sony Pictures films, including the untitled sequel to 'Spider-Man: Far From Home slated for release in November 2021, and the upcoming sequel to the animated 'Spider-Man: Into the Spider-Verse' film releasing in October 2022. Hyundai models will also appear in Uncharted, the upcoming film adaptation of the popular Uncharted video game series slated for release in July 2021. This won't be the first time a Hyundai model has had a prominent role in a Marvel movie, however. In the 2018 movie 'Ant Man and the Wasp,' a shrunken-down Hyundai Veloster starred in a unique car chase.
In addition to featuring Hyundai's models in upcoming Blockbuster movies, the partnership will "offer a wide range of opportunities" for Hyundai "to leverage Sony Pictures IP for marketing content and immersive entertainment", as well as "collaborate on infrastructure and vehicular concepts for Sony Pictures movies."
The two companies will also "co-create virtual reality and gaming experiences, and co-produce events, among other opportunities."
As part of the partnership, Hyundai will promote its vision of "human-centered future mobility" that has been showcased in a variety of mobility vehicle concepts such as the Elevate walking car concept and the PAV (Personal Aerial Vehicle) air taxi concept built in partnership with Uber. These concepts may not enter production, but at least they could potentially be brought to life in Hollywood.
"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," said Wonhong Cho, Executive Vice President and Chief Marketing Officer of Hyundai Motor.