3 hours ago
- BMW delivered a full-screen Spider-Man: Brand New Day movie advertisement to the dashboard Control Display of customer vehicles, despite previously stating they would not sell in-car screen space for commercials.
- The ad was available from July 27 to August 10, 2026, in over 70 markets on suitably equipped BMWs with Operating System 7, 8, 8.5, 9, or OS X built after July 2020.
- The advertisement appears as a banner at startup, which the driver can click to play a full-screen animation with music and ambient lighting, framed by BMW as a brand partnership rather than a commercial.
- Consumer response included criticism that the ad was imposed on property the owner had already paid for, drawing comparisons to a mortgage company putting a billboard in a homeowner's yard.
- BMW has a history of monetizing features after sale, such as a heated seat subscription that was later dropped after backlash; the Spider-Man ad is part of a Sony Pictures campaign valued at $309 million.