Hyundai Motor Company is collaborating with media group Sony Pictures Entertainment to unveil innovative future mobility visions in the upcoming film , which is set to premiere domestically on Wednesday, the 21st.

Since 2020, Hyundai has established a strategic partnership with Sony Pictures to allow customers to experience Hyundai’s new products, technologies, and mobility directions through various media platforms, including film, animation, and digital content, conducting various marketing activities utilizing Sony Pictures’ intellectual property.

This features diverse mobility solutions, including the ‘Flying Prophecy’, a flying version of the concept car that inspired the design of the Ioniq 6, as well as PBVs (Purpose Built Vehicles), AAM (Advanced Air Mobility), and Mobility Hubs that are expected to capture the audience’s attention.

To bring the dynamic nature of future mobility to life in animation, Hyundai’s design centers and brand marketing divisions have worked closely with Sony Pictures from the early development stages of the project. Particularly, Hyundai designers and Sony Pictures animators combined their design imagination and technology to create a creative representation of the new landscape of the 2099 future city and mobility showcased in the film.

Ahead of the film’s release, Hyundai will present a Spider-Man-themed exhibition at the Hyundai Motorstudio in Goyang from June 9 (Friday) until the end of August. The exhibition space will feature the Ioniq 6 suspended by Spider-Man’s web, along with an installation representing a door leading to the film’s multidimensional universe known as the Multiverse, providing a plethora of joyful experiences to customers.

Customers who post their visit photos on SNS will receive Spider-Man merchandise, and there will also be an event to select 200 individuals to receive free movie tickets (2 each).

Additionally, Hyundai has launched an animated advertisement featuring Spider-Man following the song that flows from the Ioniq 6, making use of the intellectual property of . Notably, the movie’s title track, ‘Link Up’, by famous American producer Metro Boomin, adds a global appeal to the advertisement.

A Hyundai representative stated, “We are delighted to communicate Hyundai’s future mobility vision alongside the globally beloved Spider-Man series. In the future, we will continue to strive to make our customers’ daily lives even more enjoyable through various entertainment content.”

Meanwhile, as part of the partnership with Sony Pictures, Hyundai previously introduced the Ioniq 5 and Tucson in the 2021 blockbuster , and last year featured the off-road concept of Tucson transformed into ‘Tucson Beast’ in the film .

Lee Sang-jin daedusj@autodiary.kr