Serving tech enthusiasts for over 25 years.
TechSpot means tech analysis and advice you can trust.
Sounding off: BMW is putting a Spider-Man animation on the center screens of compatible cars as part of a movie promotion, drawing criticism because the campaign clashes with the company's earlier claim that the display is a private space. The campaign effectively turns a car's main screen into a branded advertising surface, which is precisely the kind of use BMW previously said it would not pursue.
The promotion began on July 27, 2026, and is scheduled to run through August 10 across more than 70 markets. On supported vehicles, starting the car brings up a banner on the Control Display, and tapping it launches a full-screen Spider-Man animation with music and ambient lighting effects. BMW says the feature is available on suitably equipped cars built after July 2020 and running BMW Operating System 7, 8, 8.5, 9, or X.
The ad is being pitched as a tie-in to Spider-Man: Brand New Day, rather than a permanent change to the car. BMW told The Autopian that the in-car animation is part of a broader brand partnership with the film. The company also noted that some BMW vehicles appear in the movie and that a special iX3 was shown at the Los Angeles premiere.
