● Covered by 3 sources · 3 reportsLow impact3 negative
BMW Displays Full-Screen Spider-Man Advertisement on In-Car Displays
Key points
- BMW vehicles display a Spider-Man movie advertisement.
- Ad appears on Control Display at car startup.
- Runs from July 27 to August 10, 2026, in over 70 markets.
- Contradicts prior statement by BMW executive.
- Affects vehicles with OS 7, 8, 8.5, 9, or OS X built after July 2020.
In-Car Advertising Rollout
On July 27, 2026, BMW initiated the display of a full-screen advertisement for the movie "Spider-Man: Brand New Day" on the dashboard Control Displays of its customer vehicles. The advertisement appears as a banner when the car starts, which drivers can tap to activate a full-screen animation featuring music and ambient lighting effects.
Scope and Duration
This promotional campaign is scheduled to run through August 10, 2026, and is available in more than 70 markets worldwide. It affects suitably equipped vehicles running BMW Operating System 7, 8, 8.5, 9, or OS X, specifically those manufactured after July 2020.
Brand Partnership and Context
BMW confirmed that the advertisement is part of a broader brand partnership with Sony Pictures for the "Spider-Man: Brand New Day" film. The promotion also includes a cross-promotion with a concept vehicle, the BMW iX3 Flow – Spider-Man Brand New Day, which utilizes e-ink technology.
Contradiction of Previous Statements
The introduction of in-car advertising contradicts a statement made in December 2023 by Stephan Durach, BMW's connected-company senior vice president. Durach had previously stated that the company would not sell in-car screen space for commercials, referring to the car as a private space.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
The daily brief
One email each morning: the day's tech stories, clustered across outlets and summarized. No account needed.
One email a day. Unsubscribe in one click, any time.
Today's brief
Spend a few minutes, get the whole day. Every topic's top stories in one hands-free rundown — listen, watch, or read the transcript.
▶ Play today's brief
New every morning, and the back catalogue is archived by date.
How outlets covered it
BMW is displaying a Spider-Man: Brand New Day advertisement on the dashboard screens of its vehicles, which has led to customer complaints. The promotion, running from July 27 to August 10 in over 70 countries, is a cross-promotion for the movie and the BMW iX3 Flow – Spider-Man Brand New Day concept vehicle.
BMW has started displaying banner ads for the movie "Spider-Man: Brand New Day" on the Control Displays of its vehicles globally. This move has drawn criticism from owners who object to advertising content appearing in their purchased vehicles, especially after a BMW executive previously stated the company would not implement such features.
BMW began delivering a full-screen Spider-Man movie advertisement to the dashboard Control Display of customer vehicles, appearing as a banner at car startup that drivers can click to play. This action contradicts a previous statement by a BMW senior vice president who said the company would not sell in-car screen space for commercials, and follows a pattern of BMW monetizing features in already-purchased vehicles.