Spidey, it’s time to give the Audi keys.
Hyundai have signed a partnership agreement that will see them working together closely on several projects over the next few years. This means that Spidey’s fleet is no more. They have also entered into a multi-picture promotional partnership that goes beyond product placement. The automaker’s most recent models and technologies will be featured in new Sony movies, but there will also be five new Hyundai models appearing on the screen in five of the upcoming Sony films.
Those films include sequels of the animated Spider-Man movie: Into the Spider-Verse as well as the live-action Spider-Man movies: Far from Home. The sequels are scheduled for release in October 2022 and November 2020, respectively. The deal also includes July 2021’s Uncharted a live-action prequel for the same video game franchise. The deal goes beyond Hyundai lending cars to Sony’s movie productions. Audi was present in the Spider-Man movie.
Hyundai claims the new agreement will offer “a wide range of opportunities” to the two. This includes the possibility of using Sony’s intellectual properties for entertainment and marketing purposes. They will “collaborate” on infrastructure and ideas for Sony movies, while also working together “co-create visual reality or gaming experiences.” Co-productions are possible, as well as “other opportunities.”
The partnership will allow Hyundai to promote its vision for “human-centered future mobility”. This vision was presented by Hyundai at CES earlier this year, alongside the quadrotor air taxi concept it partnered to produce, and several other unique mobility vehicles. Although it’s a bold vision, Hyundai is serious enough to create an Urban Air Mobility Division.
Both Sony and Hyundai are keeping the details of the agreement secret for now. We don’t know if Hyundai will be involved in the new Spider-Man movies. However, Spider-Man could give us a hint. The Audi E-Tron SUV and Audi A7 appeared in that movie. These will appear in the next movie as Hyundai models.