BMW Puts Spider-Man Ads on Dashboard Screens, and Drivers Aren’t Laughing

BMW is now showing Spider-Man ads on the center screens of compatible vehicles when owners start them up. The full-screen animation includes music, ambient lighting, and a movie end card, all promoting the film Spider-Man: Brand New Day. 5, 9, or X.

Drivers have to tap the banner to trigger the full animation, so it’s not an autoplay commercial. But the banner still appears on the screen used for navigation, music, and settings. BMW calls it a “special surprise” and a “festive animation,” though the ending clearly promotes the movie’s theatrical release.

The timing is awkward because BMW previously said it had no interest in selling screen space. In December 2023, BMW executive Stephan Durach said the cabin was “a private space” and that the company didn’t see itself selling commercials there. That was before BMW tried charging for heated seats already installed in cars, a plan it later scrapped after backlash.

BMW confirmed the campaign to The Autopian, saying the animation is part of a broader partnership with the film. A few vehicles, including the BMW iX3, appeared in the movie, and a special edition iX3 was on the red carpet at the Los Angeles premiere.

The Spider-Man promotion ends August 10. But the bigger concern for owners is that a luxury car now includes the possibility of the automaker renting out part of the dashboard experience to advertisers whenever they pay for it.