Hyundai’s partnership with Sony Pictures has been strengthened following confirmation that a host of the brand’s models will be featured in the new Spider-Man: Across the Spider-Verse animated movie.
The carmaker has been working with Sony Pictures since 2020 and featured the Ioniq 5 and Tucson in Spider-Man: No Way Home and the special Tucson-based ‘Beast’ concept in Uncharted. For the new animated film, a special version of the Prophecy concept EV will be featured that is capable of flying.
Sony’s new film will also feature the Ioniq 5 as well as a number of other mobility concepts from Hyundai, including those focused on the advanced air mobility and purpose-built vehicle markets, as well as an eco-friendly urban mobility device. In addition, Spider-Man: Across the Spider-Verse will star a version of the classic Hyundai Pony that’s been morphed into a self-driving robotaxi.
Read: Meet Hyundai’s Tucson ‘Beast’ That Was Made For The Uncharted Film
“Through our partnership, we aim to present our future mobility vision with entertainment content that younger generations love,” senior vice president and global chief marketing officer at Hyundai, Sungwon Lee, said. “This campaign will be welcomed by customers and we hope to build a positive momentum for the Hyundai brand.”
Vehicles including the Ioniq 5 and Ioniq 6 will be featured in a marketing campaign for the film being rolled out across May and June. The film will hit cinemas on June 2, 2023.
“During our long-standing relationship with Hyundai, their team continues to create impressive campaigns that capture the very essence of the brand,” executive vice president of Global Partnerships & Brand Management and head of Location Based Entertainment at Sony Pictures Entertainment, Jeffrey Godsick added. “Utilizing music from the film’s soundtrack, Hyundai has created a stylish and cutting-edge marketing campaign that perfectly aligns their innovative products with one of the most iconic superhero characters.”
