BMW Spider-Man in-car advertising
BMW Spider-Man In-Car Advertising
宝马车载《蜘蛛侠》广告事件
From Consumer Rights Wiki On July 27, 2026, BMW began delivering a full-screen Spider-Man: Brand New Day movie advertisement to the dashboard Control Display (the car’s main center screen) of customer BMW vehicles, placing a branded third-party advertisement in cars their owners had already bought.[1][2]
根据消费者权益维基（Consumer Rights Wiki）的消息，2026年7月27日，宝马开始向其客户车辆的仪表盘控制显示屏（车辆的主中控屏）推送全屏电影《蜘蛛侠：崭新的一天》（Spider-Man: Brand New Day）的广告，将品牌化的第三方广告植入到车主已经购买的车辆中。[1][2]
The advertisement appears as a banner at car startup that the driver clicks to play a full-screen animation with backing music and an ambient-lighting light show, and it has been available in more than 70 markets since July 27, 2026, scheduled to run through August 10, 2026, on suitably equipped vehicles running BMW Operating System 7, 8, 8.5, 9, or OS X built after July 2020.[1][3]
该广告在车辆启动时以横幅形式出现，驾驶员点击后可播放带有背景音乐和氛围灯光秀的全屏动画。自2026年7月27日起，该广告已在超过70个市场上线，计划持续至2026年8月10日，覆盖2020年7月之后生产、搭载宝马操作系统 7、8、8.5、9 或 OS X 的相关车型。[1][3]
As recently as December 2023, BMW’s connected-company senior vice president Stephan Durach had stated on record that the company would not sell in-car screen space to play a commercial, calling the car a private space.[4]
就在2023年12月，宝马互联公司高级副总裁斯蒂芬·杜拉赫（Stephan Durach）还曾公开表示，公司不会出售车载屏幕空间来播放商业广告，并称汽车是一个“私人空间”。[4]
BMW described the animation to The Autopian as part of a broader brand partnership with the film, the automotive slice of a Sony Pictures promotional campaign that Deadline valued at a record $309 million in worldwide media value.[2][5]
宝马向《The Autopian》描述称，该动画是与电影进行更广泛品牌合作的一部分，也是索尼影业推广活动中汽车领域的一环。据《Deadline》估算，该推广活动的全球媒体价值高达创纪录的3.09亿美元。[2][5]
At a glance
概览
BMW put an advertisement in a car the owner already paid for: a full-screen Spider-Man: Brand New Day movie ad delivered to the dashboard Control Display of customer vehicles.[1][2]
宝马在车主已经付费购买的车辆中植入了广告：向客户车辆的仪表盘控制显示屏推送了全屏电影《蜘蛛侠：崭新的一天》广告。[1][2]
The ad has been available in more than 70 markets since July 27, 2026, scheduled to run through August 10, 2026, on any suitably equipped BMW running Operating System 7, 8, 8.5, 9, or OS X built after July 2020.[1][3]
该广告自2026年7月27日起在超过70个市场上线，计划运行至2026年8月10日，适用于2020年7月后生产、搭载操作系统 7、8、8.5、9 或 OS X 的宝马车型。[1][3]
It appears as a banner at startup that the driver clicks to play, with backing music and an ambient-lighting light show.[1][2]
广告在启动时以横幅形式出现，驾驶员点击即可播放，并伴有背景音乐和氛围灯光秀。[1][2]
The animation was the automotive part of a Sony Pictures promotional campaign that Deadline valued at a record $309 million in worldwide media value.[5]
该动画是索尼影业推广活动中的汽车部分，据《Deadline》估算，该活动的全球媒体价值达到创纪录的3.09亿美元。[5]
BMW’s stated position on in-car advertising, then its action
宝马对车载广告的立场及其后续行动
| Date | What BMW said or did |
|---|---|
| 日期 | 宝马的言论或行动 |
| December 2023 | Connected-company senior vice president Stephan Durach said BMW would not sell the in-car screen to play a commercial.[4] |
| 2023年12月 | 互联公司高级副总裁斯蒂芬·杜拉赫表示，宝马不会出售车载屏幕来播放商业广告。[4] |
| July 2026 | BMW delivered a full-screen Spider-Man: Brand New Day advertisement to the Control Display of suitably equipped vehicles.[1][2] |
| 2026年7月 | 宝马向符合条件的车辆控制显示屏推送了全屏《蜘蛛侠：崭新的一天》广告。[1][2] |
Background
背景
BMW has a documented pattern of monetizing hardware and features after the sale of the vehicle. In 2020 the company announced a subscription that charged drivers a recurring fee to activate the heated seats already fitted to their cars.[6]
宝马在车辆售出后对硬件和功能进行变现已有先例。2020年，该公司宣布推出一项订阅服务，向车主收取循环费用以激活车辆已预装的座椅加热功能。[6]
Forbes described that heated-seat subscription as controversial, and BMW dropped it in 2023 in a reversal of the practice. Forbes reported the reversal, quoting BMW board member Pieter Nota on the practices the company would abandon.[6]
《福布斯》称该座椅加热订阅服务极具争议，宝马于2023年取消了该做法。《福布斯》报道了这一逆转，并引用宝马董事会成员彼得·诺塔（Pieter Nota）的话，说明了公司将放弃的相关做法。[6]
The heated-seat episode sits in the same family as Features on demand, the broader practice of gating capability a buyer’s car already contains behind a paywall. Two months after dropping the heated-seat subscription, BMW addressed a separate question: whether it would put advertising on the screens inside its cars. At a December 2023 roundtable, Stephan Durach, senior vice president for connected company development at BMW Group, ruled it out. BMWBLOG reported his position, quoting the executive: To say I’m selling the screen to play a commercial. I don’t see it. It’s a private space.[4]
座椅加热事件与“按需功能”（Features on demand）属于同一范畴，即通过付费墙限制买家车辆已具备的功能。在取消座椅加热订阅两个月后，宝马回应了另一个问题：是否会在车内屏幕上投放广告。在2023年12月的一次圆桌会议上，宝马集团互联公司发展高级副总裁斯蒂芬·杜拉赫排除了这种可能性。BMWBLOG报道了他的立场，引用该高管的话称：“说我要卖掉屏幕来播放商业广告，我看不出有这种可能。这是一个私人空间。”[4]
The Spider-Man animation
《蜘蛛侠》动画
BMW’s own PressClub release described the advertisement as a special surprise for drivers, timed to the Spider-Man: Brand New Day film, which premiered on July 27, 2026 and was released exclusively in cinemas on July 31, 2026.[1]
宝马官方新闻发布会（PressClub）将该广告描述为给驾驶员的“特别惊喜”，旨在配合电影《蜘蛛侠：崭新的一天》的上映，该片于2026年7月27日首映，并于2026年7月31日在影院独家上映。[1]
Starting the car brings up a banner in the Control Display; clicking it activates a full-screen animation with backing music and a light show delivered through the vehicle’s ambient lighting system.[1]
启动车辆时，控制显示屏会出现一个横幅；点击它会激活全屏动画，并伴有背景音乐和通过车辆氛围灯系统呈现的灯光秀。[1]
The Autopian’s Jason Torchinsky reported that the banner appears at startup with an option to play the advertisement or not, rather than autoplaying.[2]
《The Autopian》的杰森·托钦斯基（Jason Torchinsky）报道称，横幅在启动时出现，并提供是否播放广告的选项，而不是自动播放。[2]
BMW’s characterization
宝马的定性
BMW framed the advertisement as a benefit rather than an intrusion, presenting it as tied to the film partnership rather than as commercial content pushed into the vehicle. Asked about the deployment, BMW told The Autopian in an emailed statement: The in-vehicle animation is part of a broader brand partnership with the film. A few of our vehicles, including the BMW iX3, were in the film, and a special edition iX3 was featured on the red carpet during last night’s premiere in Los Angeles.[2]
宝马将该广告描述为一种“福利”而非“干扰”，将其呈现为与电影合作的一部分，而非推送到车内的商业内容。在被问及此次投放时，宝马在给《The Autopian》的电子邮件声明中表示：“车载动画是与电影更广泛品牌合作的一部分。我们的几款车型，包括宝马iX3，都出现在了电影中，而特别版iX3还在昨晚洛杉矶的首映式红毯上亮相。”[2]
Consumer response
消费者反应
Torchinsky, writing for The Autopian, objected to the deployment on ownership grounds, framing the advertisement as something imposed on property the driver had paid for. He drew a comparison to a homeowner making mortgage payments: I own a house, and I make payments to a mortgage company every month, and I’m pretty…
托钦斯基在为《The Autopian》撰稿时，从所有权的角度对此次投放表示反对，认为该广告是强加在驾驶员已付费购买的财产之上。他将其比作房主偿还抵押贷款：“我拥有一套房子，我每个月都要向抵押贷款公司还款，我非常……”