BMW’s in-car Spider-Man ad is villain behavior

<figure> <img alt="Spider-Man leaping over a BMW" data-caption="With great power comes great responsibility… to not justify ads in the name of movie promotions. | Image: BMW / Sony Pictures" data-portal-copyright="Image: BMW / Sony Pictures" data-has-syndication-rights="1" src="https://platform.theverge.com/wp-content/uploads/sites/2/2026/08/BMW-Spider-Man-promotional-image.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" /> <figcaption> With great power comes great responsibility… to not justify ads in the name of movie promotions. | Image: BMW / Sony Pictures </figcaption> </figure> <p class="wp-block-paragraph">When a premium car brand like BMW says it has a "special surprise" in store for drivers, I'd expect something more luxurious than having a movie commercial beamed onto the dashboard. That's exactly what's happening to many BMW owners, however, who are being shown banner ads for <em>Spider-man: Brand New Day</em> on their Control Display upon starting the vehicle.</p> <p class="wp-block-paragraph">In a statement to <a href="https://www.theautopian.com/bmw-is-showing-commercials-on-their-cars-dash-screens-and-they-want-you-to-think-its-a-treat/"><em>The Autopian</em></a>, BMW confirmed that the ads are definitely real, serving as part of "a broader brand partnership" with the new Marvel movie. <a href="https://www.press.bmwgroup.com/global/article/detail/T0459622EN/bmw-brings-modern-mobility-to-the-sony-pictures-film-%E2%80%9Cspider-man%E2%84%A2:-brand-new-day%E2%80%9D">BMW's own announcement</a> also confirms that the ads are running from July 27th until August 10th, and reveals how widespread they are:</p> <blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow"> <p class="wp-block-paragraph"> …</p></blockquote> <p><a href="https://www.theverge.com/transportation/975172/bmw-spider-man-movie-infotainment-ad">Read the full story at The Verge.</a></p>