BMW Broke Its Own 'Private Space' Pledge With Spider-Man Dashboard Ads

In December 2023, a BMW senior vice president said: "To say I'm selling the screen to play a commercial — I don't see it. It's a private space." Now BMW is pushing Spider-Man: Brand New Day trailer ads onto the dashboard screens of newer-model vehicles, some costing up to $160,000, in a Sony partnership running through 10 August. A BMW spokesperson did not return comment, per The Hollywood Reporter (5 August 2026).