Thought Leadership
A promotional animation for the upcoming movie “Spider Man: Brand New Day” is currently appearing on the central displays of selected BMW models. The move is drawing attention because BMW had previously stated publicly that it would never use vehicle screens for advertising.
Starting July 27, 2026, owners of eligible BMW models will see a banner appear on the Control Display when starting their vehicle. Tapping the banner launches a full screen animation promoting the Marvel movie, complete with music and matching ambient interior lighting. According to BMW, the campaign is running in more than 70 countries and will end on August 10, 2026.
The feature requires a vehicle built after July 2020 and running one of BMW’s operating systems: BMW OS 7, 8, 8.5, 9, or X. This means the campaign affects a significant share of BMW vehicles currently on the road.
BMW Calls It a One Time Film Partnership
In a statement to the US publication The Autopian, BMW said the campaign is part of a broader brand partnership surrounding the movie release. The company pointed to several BMW vehicles appearing in the film itself, as well as the presentation of a specially designed BMW iX3 at the Los Angeles premiere.
According to BMW, the campaign is a limited time promotion rather than a general move toward opening vehicle displays to advertising partners. However, many customers are still reacting negatively, as shown by numerous videos shared on X and YouTube.
Campaign Conflicts With BMW Statement From 2023
The controversy is largely driven by an earlier statement from Stephan Durach, who is responsible for connected services development at BMW Group. At an industry event in December 2023, he said that he could not imagine selling the vehicle display as advertising space because the screen represented a private area for customers.
Critics argue that BMW is now contradicting this position. The display that owners use in their own, already purchased vehicles during every journey is now showing commercial content from a movie studio.
Another Step Toward Monetizing Connected Vehicles
The campaign is part of a broader trend in the automotive industry: generating additional revenue through software after a vehicle has already been sold. BMW’s most prominent example remains its attempt to introduce a subscription model for factory installed heated seats. The company discontinued the approach in 2023 following significant public backlash. In the automotive sector, unlocking existing vehicle features after purchase is often referred to as “Functions on Demand.”
Unlike the heated seat subscription model, BMW is not charging vehicle owners for the Spider Man campaign. Instead, the attention of drivers appears to be the product, with the promotion funded through an agreement with the movie studio.
Connected Cars Become New Advertising Platforms
This type of campaign is only possible because modern vehicles are increasingly connected, allowing manufacturers to deliver content directly to the central cockpit display. Partnerships with movie studios can be positioned as marketing collaborations rather than traditional advertising, even though the experience for drivers is largely the same.
BMW has not yet clarified whether it considers the campaign a one time exception or whether it could mark the beginning of additional advertising formats inside vehicles.
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