Hyundai joins the movie industry

Hyundai and Sony Pictures Entertainment enter into a unique multi-picture movie deal.

Just when you thought 2020 couldn’t get any weirder, Hyundai decides to join the movie industry.

In what has been described as a “unique partnership”, Hyundai and Sony Pictures Entertainment have entered into a multi-picture promotional deal.

Under the deal, Sony will feature Hyundai’s new vehicles and technology in upcoming films in exchange for marketing support from the automaker and future collaboration on ancillary content-creation. 

Hyundai’s new models and technologies will be featured in five upcoming films from the Hollywood studio including Uncharted (July 2021), the sequel to Spider-Man: Far from Home (November 2021), the sequel to Spider-Man: Into the Spider-Verse (October 2022); and two additional films which are yet to be determined. 

Hyundai Motor Executive Vice-President and Chief Marketing Officer Wonhong Cho said the partnership would marry Sony Pictures’ cinematic quality and big-screen fare with Hyundai’s technology, designs and human-centred future mobility vision.

“This strategic partnership with Sony Pictures will allow customers to understand and experience our human-centred 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,” Mr Cho said. 

“We will offer various ways to inspire our customers and movie fans around the globe.”

Sony Pictures Entertainment EVP of Global Partnerships and Brand Management Jeffrey Godsick said the partnership would offer a wealth of opportunities including content, immersive entertainment, virtual reality and gaming experiences.

“The deal has many layers, including substantial marketing support, but its real potential and impact come from groundbreaking content that we will develop together,” Mr Godsick said.


At CES 2020, Hyundai Motor Company unveiled its vision for urban mobility to help revitalise future cities. The three-pronged approach to realise the vision includes:

  1. Urban Air Mobility (UAM): A new form of mobility utilising air space to drastically reduce transit time.
  2. Purpose Built Vehicle (PBV): An eco-friendly urban mobility device allowing customisation for diverse lifestyles.
  3. Hub: A space for mobility transfer and community activities.