BMW

As if Google’s abusive and intrusive ads weren't enough...Are we seeing ads in our cars now? BMW has already done this with a Spider-Man promotion titled "A New Day for Spider-Man."

The collaboration between BMW and the latest Spider-Man film—*Brand New Day* (released this summer)—wouldn't have gone beyond the usual scope (joint promotions, car appearances in the movie, etc.) had the German brand not added a little something extra.

The BMW iX3—the current jewel of the German lineup—and the 5 Series are the two models accompanying an adult Peter Parker on his usual crusade against crime in New York City.

So far, nothing unusual. But the key—the unique aspect—is that this time there was reciprocity: the car is in the movie, and... the movie is in the car. Thanks to technology, Spider-Man also accompanies the BMWs... on their screens.

Cars in the movie... and the movie in the cars...Because, among the film's promotional activities, there was one that could be viewed (until August 10) directly inside the vehicles. It was an animated ad appearing on the displays of BMWs manufactured after July 2020 and equipped with BMW Operating System 7, 8, 8.5, 9, or BMW Operating System X—across the 70 countries where the film was shown.

When the car started, the driver saw a banner that, when clicked, displayed a full-screen animation related to the movie, complete with music and a specific ambient lighting effect. A real spectacle.

Of course, such "experiments" are rarely accidental or innocent, so many interpreted them as a first step toward what could become a future trend: in-car advertising. This sparks a debate about whether it is appropriate—or simply an intrusion from which the driver derives no benefit, unlike the manufacturer.

The details behind the campaign:

The Official Stance: BMW pushed the promotion via its native "Festive App" (typically used for holiday greetings). The company formally argued to media outlets that the feature was an "optional themed animation" and a "special surprise" rather than a traditional commercial.

The Synergy: The promotion was a massive global co-branding partnership between BMW, Sony Pictures, and Marvel. Vehicles like the BMW iX3 and the 5 Series are heavily featured in the movie itself.

The Backlash: Despite being technically optional to play, the automatic appearance of a third-party movie ad on vehicles that cost up to $160,000 left many owners feeling violated. Drivers expressed outrage on communities like Reddit, pointing out that BMW explicitly pledged less than three years prior that it would not sell screen space to outside advertisers.

Why this matters for the future of cars:

This campaign highlights a broader shift in the automotive industry. Now that cars receive over-the-air (OTA) software updates, manufacturers are treating vehicles as digital platforms. This allows them to monetize a driver's attention long after the car has left the dealership lot.

The trend extends beyond advertising; automakers have also experimented with charging subscriptions to unlock pre-installed hardware features (such as BMW's heavily criticized attempt to charge a monthly fee for heated seats)

by Autonews