BMW has stirred debate among drivers by bringing a Spider-Man movie promotion to the multimedia screens of its newest vehicles. The campaign, associated with Spider-Man: Brand New Day, has frustrated many owners who see it as unexpected, intrusive advertising inside their cars.
The campaign began on July 27 and is set to run until August 10. It targets BMW models manufactured after July 2020 in more than 70 countries, including Spain. The promotion appears as a banner on the infotainment system, inviting users to engage with the film tie-in. The Autopian describes the activation as a selectable prompt that launches a full-screen Spider-Man animation, accompanied by music and coordinated ambient lighting. BMW’s description, as reproduced by the publication, says: “Starting the car brings up a special banner in the Control Display. Clicking on it then activates the Spider-Man™ animation, comprising a full-screen festive animation in the Control Display with aptly chosen backing music and an accompanying light show courtesy of the ambient lighting system.”
BMW says the banner is optional, leaving drivers to decide whether to view the promotion. Many users disagree, arguing that it disrupts the in-car experience. Some say the system also offers to save the content as an app for later viewing, further blurring the line between entertainment and advertising.
For years, car manufacturers have debated the ethics and practicality of advertising inside vehicles. BMW publicly opposed the idea in 2023, saying a car’s interior was not an appropriate place for ads. Critics now accuse the company of abandoning that position and putting commercial interests ahead of customer experience.
Owners have voiced their frustration on social media and forums. Some question why they should pay between €50,000 and €100,000 for a car and still encounter in-car marketing. One user sarcastically asked whether drivers would soon need an “adblocker” for their vehicles. The criticism points to a wider concern about automakers’ control over connected-car interfaces and cabin systems after a vehicle has been sold.
BMW’s Spider-Man tie-in is part of a wider relationship with the franchise. In a separate announcement dated July 30, 2026, BMW Group PressClub Polska described a collaboration with Sony Pictures for Spider-Man: Brand New Day, featuring the BMW iX3 and the new BMW 5 Series Sedan. BMW identified the iX3 as the first model based on its Neue Klasse platform. That film partnership brings the brands together in a broader promotional campaign, while the in-car animation carries the tie-in into the vehicle’s interface.
The backlash suggests many drivers are not ready to accept advertising as part of their daily driving experience. As digital technology becomes more deeply integrated into vehicles, questions about manufacturers’ control over in-car content, and how clearly promotional material should be distinguished from vehicle functions, are likely to grow more pressing.
Automakers are exploring connected services, sponsored content and subscription-based features as potential sources of revenue. Direct commercial messaging on infotainment screens, but, reaches into a particularly personal space: the cabin. BMW’s campaign has revived the debate over where entertainment gives way to advertising, and whether an optional prompt makes that distinction acceptable to drivers.
