Spider-Man Ad Pops Up on BMW Screens. Some Drivers Aren’t Happy
Ads may pop up on your phone, TV or laptop, but an unsolicited advertisement on your car’s infotainment screen feels different. That’s what BMW owners in recent weeks have seen after a collaboration among the automaker, Sony Pictures and Marvel.
The promotion puts the upcoming film Spider-Man: Brand New Day into the startup animations of thousands of BMW vehicles, prompting a debate over whether owners should have control over marketing delivered through a car they already bought.
Why Spider-Man Ads Are Appearing on BMW Screens
The startup animation promoting Spider-Man: Brand New Day appears on BMW models built after July 2020 that use operating systems 7 through 10. The campaign rolled out in more than 70 countries on July 27 and is scheduled to run through Aug. 10.
In the ad, Spider-Man swings around the 2027 BMW iX3, a new electric SUV built on the automaker’s Neue Klasse platform. That vehicle starts at $61,500, offers up to 383 miles of driving range and can recharge from 10% to 80% in about 21 minutes using a DC fast charger.
The movie itself earned $360 million in North American theaters during its debut, according to the article.
BMW Owners Question Advertising in Cars They Own
Drivers and car buyers have taken to Reddit and other social media platforms to express frustration with the startup animation. One user described advertising on a device they own, without paying for a service, as infuriating.
The complaints also reflect a broader concern about software-driven vehicles. Over-the-air updates can fix vehicle issues remotely, but they can also install unwanted software or promote features that require additional payment. For some owners, a premium vehicle should not become a new advertising channel after purchase.
How the Partnership Benefits BMW
BMW’s collaboration with Sony Pictures and Marvel included product placement in the movie and a special-edition vehicle at the Los Angeles premiere, according to BMW Blog. The partnership gives BMW exposure to moviegoers while the film receives promotion through the cars’ screens.
Still, the campaign has left some drivers questioning how much control they have over their vehicles’ software. Similar promotions could diminish the ownership experience for buyers who expect the cabin and its displays to remain free of marketing.
Charles Singh is an Autos Connect Reporter for The Tennessean, part of the USA TODAY Network.
