Overview
- The promotion, which began on July 27, runs through August 10 in more than 70 markets and appears on BMWs built after July 2020 that run BMW Operating System 7, 8, 8.5, 9 or X.
- When a supported car starts it shows a banner on the center Control Display and tapping the banner opens a full‑screen Spider‑Man animation with music and an ambient lighting show.
- Owners and posters on X and Reddit confirmed the animation was added to cars as an app so it can be replayed, and footage of the feature circulated widely online.
- BMW says the activation is a limited film tie‑in tied to vehicles appearing in Spider‑Man: Brand New Day and a special iX3 shown at the LA premiere rather than a new advertising policy.
- The episode revives worries about post‑sale monetization of connected cars because it follows BMW's earlier heated‑seat subscription controversy and shows how software can deliver branded content into the cabin.