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BMW Owners Angry Over Spider-Man Ads Appearing on Dashboard Screens
BMW says the optional animation is part of a Sony Pictures partnership and plays as a 19-second full-screen clip with music and ambient lighting.
- Starting July 27, BMW began displaying Spider-Man: Brand New Day promotions on dashboard screens in more than 70 markets for eligible cars built after July 2020, with the campaign running through August 10.
- In response to complaints, BMW told The Autopian the animation is "part of a broader brand partnership with the film" and is delivered through its Festive Animations feature for seasonal celebrations.
- Users on Reddit criticized the move, calling it "classless and tacky" for vehicles costing over $100,000, while some labelled it "dystopian" for showing marketing inside luxury cars.
- Critics pointed to 2023 comments from BMW Group executives who described the vehicle cabin as a "private space," arguing that promotional messages on privately owned screens violate that commitment.
- Modern cars increasingly rely on software updates, reigniting debate over who controls digital experiences after purchase; drivers fear dashboards will become venues for third-party commercial content.
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13 Articles
Spider-Man ad pops up on BMW screens. Some drivers aren't happy
Some BMW drivers were surprised to find Spider-Man appearing on their vehicle screens as part of a promotion for "Spider-Man: Brand New Day." Here's why it's happening and why some owners are frustrated.
·New York, United States
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The company shows on screens in some cars a video clip in which the superhero and the new model occur. Many fans are outraged. BMW does not want to talk about advertising.
·Düsseldorf, Germany
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Coverage Details
Total News Sources13
Leaning Left1Leaning Right4Center3Last UpdatedBias Distribution50% Right
Bias Distribution
- 50% of the sources lean Right
50% Right
13%
C 37%
R 50%
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