BMW is placing promotional messages for Spider-Man: Brand New Day directly inside some of its newer vehicles, turning the car startup screen into ad space. According to the report, drivers will see a banner for the film when they switch on their cars.
The campaign is limited in time, with the ad expected to appear for roughly a week. It affects owners of newer BMW models, showing how connected vehicle software can be used for marketing beyond navigation, vehicle settings, and other core features.
The Spider-Man promotion stands out because it reaches people in a place many drivers may not expect advertising: inside their own cars. Rather than appearing on a phone, computer, or TV, the message is delivered through the vehicle interface as soon as the system starts up.
The move also underscores a broader shift in the auto industry, where digital dashboards and always-connected systems give carmakers new ways to display content. In this case, BMW is using that capability to push a major movie release to drivers before they even leave the driveway.
