BMW Sparks Backlash by Pushing 'Spider-Man: Fresh Start' Ad to In-Car Screens Across Multiple Countries

BMW has recently rolled out advertisements for the movie *Spider-Man: Beyond the Spider-Verse* to vehicles produced after July 2020 and equipped with BMW OS 7, 8, 8.5, 9, or BMW OS X across more than 70 countries and regions worldwide. Upon starting their cars, owners see a banner on the central infotainment screen; tapping it plays a full-screen animation. This update is part of BMW’s collaboration with the film, which features the BMW iX3 and showcased a special edition model at the movie’s red carpet premiere in Los Angeles. Some international owners have expressed dissatisfaction, arguing that high-end vehicles should not forcibly display commercial ads that consume users’ time. BMW responded by stating that the in-car animation is part of its collaborative content with Marvel.