BMW Spider-Man in-car advertising
Summary
BMW ran a full-screen Spider-Man: Brand New Day ad on the in-car dashboard in July 2026 across 70+ markets, despite earlier statements that in-car screens would remain ad-free. The piece covers background on BMW's monetization of post-sale features, consumer response criticizing it as an intrusion, and industry context with a reported $309M media value for the Sony Pictures promotion.