BMW dashboard screens start showing Spider-Man ads, sparking owner outrage

BMW has begun displaying advertisements for the new Spider-Man film on the digital dashboards of recent models, prompting backlash from owners who say the ads intrude on a premium vehicle experience.

BMW introduced a promotional tie-in with Sony-Marvel that projects a Spider-Man: Brand New Day banner on the dashboard displays of recent vehicles, requiring a click to view the full trailer. The rollout began last week and will continue until August 10, according to an official press release. Drivers, many of whom spent as much as $160,000 on their cars, voiced strong disapproval on platforms like Reddit, describing the ads as "insanely dystopian" and demanding regulatory safeguards.

One commentator noted a gradual shift from celebratory videos to BMW-only ads and now to external advertising, arguing the screen controls most vehicle functions and forces owners to confront commercials before accessing their own property. The partnership also includes product placement in the movie, where Spider-Man interacts with a BMW and engages its Sport Mode. Critics compared the move to Apple’s 2014 iTunes U2 album push and to BMW’s recent subscription fees for features such as heated seats.