BMW goes from heated seats to advertising on its screens: what’s going on with Spider-Man?

BMW has once again brought its cars’ software into the public spotlight, and not in the best way possible. After the controversial $18-a-month subscription to use the heated seats built into its vehicles, the company has decided to show advertising for the movie Spider-Man: Brand New Day. The car screen has become a new ad space, a really delicate move for a brand associated with luxury that hasn’t gone down well with many people.

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A surprise when you start the car

According to BMW’s official statement, cars built from July 2020 onward with BMW Operating System 7 or later will show a banner at startup. Tapping it will launch a 19-second animation with music and ambient lighting that will be available until August 10.

The campaign comes at a good time for the film. Early reactions are very positive, while its first trailer has drawn attention, but here the key is consent.

In 2023 BMW described the car as a private space, said it had no plans to sell advertising in its vehicles. As reported in The Hollywood Reporter, many buyers have voiced their displeasure.

On BMW’s Reddit channel you can read a wide variety of comments. Some wonder how unsolicited advertising can appear in a vehicle that costs more than $100,000. Others look for a nonexistent opt-out button, and say this is only the beginning.