BMW Owners Decry In-Car Ads as Luxury Automaker Displays 'Spider-Man' Promotion

Luxury vehicle owners are voicing strong disapproval after BMW began displaying advertisements for the new "Spider-Man: Brand New Day" movie on their dashboard screens. The full-screen animations, delivered through the car's main Control Display, have led to accusations that the automaker is treating privately owned vehicles as advertising space.

Owners expressed outrage on social media platforms, with one Reddit user writing, "Paying 50-100k for a car, yet still getting ADs. Next we need adblocker for cars." Another commented, "BMW should stop with this s--t."

The backlash is amplified by BMW's previous statements assuring customers that in-car screens would not be sold to advertisers. In December 2023, Stephan Durach, a BMW senior vice president, stated, "To say I’m selling the screen to play a commercial — I don’t see it. It’s a private space."

The promotion began appearing in vehicles starting July 27 and is scheduled to run until August 10. It is visible on eligible BMWs manufactured after July 2020 and equipped with BMW Operating Systems 7, 8, 8.5, or 9. The ad appears as a banner upon starting the car, which drivers can choose to click to launch a 19-second animation. While the animation does not autoplay and drivers are not required to open it, the banner is unavoidable and lacks a skip button.

Consumer advocates argue that BMW's decision infringes upon customer expectations. Edgar Dworsky, founder of ConsumerWorld.org, noted that display screens are intended for essential functions such as navigation and climate control. "Drivers don’t expect to be subjected to video advertising in the privacy of their own car and they shouldn’t be," Dworsky said. He anticipates that BMW owners will "voice their displeasure loud and clear at this unexpected and unwelcome source of intrusive advertising."

The in-car promotion was part of Sony Pictures' extensive global marketing campaign for "Spider-Man: Brand New Day." The film's marketing efforts were valued at $309 million in worldwide media exposure, setting a record for Hollywood, and the movie generated approximately $932 million in global ticket sales upon its release.

A Sony Pictures spokesperson deferred comment on the car's design to BMW, and BMW has been approached for comment on the matter. BMW has stressed that the animation does not autoplay.