BMW has confirmed it is running in-car advertisements for the film *Spider-Man: Brand New Day* on the Control Display of many of its vehicles, a move that has surprised and irritated owners who did not expect to see movie promotions on the dashboards of cars they have purchased. The practice is notable because BMW's own Senior VP, Stephan Durach, had previously stated the company would not push advertising to its vehicles' screens, and it echoes similar advertising tactics previously seen from Stellantis brands such as Jeep, Ram and Chrysler, marking an unwelcome precedent for a premium manufacturer.

The banner ads, described by BMW as "festive animations," are running from 27 July to 10 August across more than 70 countries on vehicles fitted with BMW Operating System 7, 8, 8.5, 9 or X and built after July 2020. Tapping the ad opens a full-screen animation of Spider-Man swinging around BMW's iX3 electric SUV, complete with music and, on cars with ambient lighting, a synchronised light show; if ignored, the ad is instead saved as an app within the infotainment system for later viewing.