BMW从2026年7月27日起在已售出的车辆仪表盘上投放《蜘蛛侠：崭新篇章》商业广告，这一做法与其高管此前的公开承诺形成鲜明对比。[1]该广告活动运行至8月10日，覆盖超过70个市场，面向2020年7月之后生产、搭载BMW Operating System 7、8、8.5、9或OS X的兼容车型。[1]广告形式包括启动时的横幅展示，用户点击后可播放全屏动画、背景音乐和环境灯光秀。[1]
这项广告投放是索尼影业为电影宣传开展的创纪录活动的组成部分，该活动总价值达3.09亿美元。[1]然而，BMW互联公司高级副总裁Stephan Durach在2023年12月曾表示，"要说我把屏幕用来播放广告，我不同意。这是私人空间。"[1]此番举措引发消费者对已购车产品权属的质疑，也延续了BMW在商业化车内功能方面的争议——该公司曾在2020年推出座椅加热订阅服务，后于2023年撤销。[1]
BMW began displaying full-screen advertisements for Sony Pictures' "Spider-Man: Brand New Day" on the dashboards of vehicles already sold to customers, starting July 27, 2026, and continuing through August 10, 2026.[1] The campaign reached over 70 markets and targeted compatible models produced after July 2020 that run BMW Operating System 7, 8, 8.5, 9, or OS X.[1] The advertisements appeared as banners upon vehicle startup, with the option to play full-screen animations accompanied by background music and ambient lighting effects.[1]
The initiative formed part of Sony Pictures' record-breaking promotional campaign valued at $309 million for the film.[1] However, the move contradicted a public commitment made by BMW in December 2023, when Stephan Durach, senior vice president of BMW Connected Company, stated: "To say I'm selling the screen to play a commercial. I don't see it. It's a private space."[1] The discrepancy has raised consumer concerns about ownership and control of vehicles after purchase, particularly given BMW's previous monetization efforts, including a heated seat subscription service introduced in 2020 and subsequently withdrawn in 2023.[1]