BMW to Push 'Spider-Man: Rebirth' Ad to Post-2020 Vehicles via Infotainment in 2026
BMW is pushing an advertisement for the film 'Spider-Man: Rebirth' to vehicles via their infotainment systems from July 27 to August 10, 2026. The promotion targets cars produced after July 2020 equipped with Operating System 7 or newer, across more than 70 markets. Drivers see a notification banner on startup, which plays a 19-second full-screen animation with sound and ambient lighting. Many owners have complained, demanding an opt-out option, while BMW says it's part of a brand partnership, not a commercial ad, despite earlier promises not to sell ad space on car screens.
BMW is facing criticism for delivering an advertisement for the new film 'Spider-Man: Rebirth' through its in-car infotainment system. When drivers start their vehicles, a notification banner appears on the screen; tapping it plays a 19-second full-screen animation with background music and a coordinated ambient interior lighting show.
The push applies to vehicles produced after July 2020 equipped with BMW Operating System 7 or a newer version, across more than 70 markets. Many owners are unhappy with the unsolicited ad, expressing complaints on online platforms and demanding an opt-out option to disable such notifications. They also worry about future ads appearing on the in-car screen.
BMW responded that the animation is not a commercial advertisement but part of a comprehensive brand partnership with the film, noting that some BMW models appear in the movie. BMW had publicly stated at the end of 2023 that it would not sell advertising space on vehicle screens. Currently, the notification is sent automatically to compatible vehicles, but owners can avoid the full animation by not tapping the banner.
The promotional content has been integrated into the vehicle's Festive app and does not appear when Apple CarPlay is in use. BMW has previously pushed festive animations through the infotainment system, but this deeper integration with a commercial film is closer to advertising, and owners generally feel it lacks refinement.