Tom Holland stars as the titular protagonist in Spider-Man: Brand New Day - Sony Pictures/APBMW drivers are being bombarded with in-car adverts for the new Spider-Man movie.The promotion, which began last week, effectively turns the car's main screen into a billboard.Drivers starting their vehicle will see a Spider-Man icon on the internal "control display" screen. Tapping it launches a full-screen animation promoting Spider-Man: Brand New Day.The campaign will last until Aug 10 and is being shown in more than 70 markets. Only cars built after July 2020, running later versions of BMW's in-car operating system, will show the advert.AdvertisementAdvertisementThe tie-in is intended to promote the latest instalment in the Marvel franchise, which stars Tom Holland and Zendaya, the husband-and-wife actors.The Spider-Man animation will not be available to UK owners.BMW vehicles are also set to appear in the film, including the new BMW iX3 and the BMW 5 Series Sedan.The German car giant called the in-car animation "a special surprise" for drivers to "celebrate the partnership with Spider-Man".seems crazy.The movie Spider-Man: Brand New Day paid BMW to take over the display of every BMW made after 2020.When you start a BMW, it shows you an ad for Spider Man. Really cheapens BMW imo. https://t.co/ylW3Jgearw pic.twitter.com/OWBBVTMMP3— Sheel Mohnot (@pitdesi) August 3, 2026Bernd Körber, a senior vice-president at BMW, said the film and the carmaker's latest vehicles both "stand for a bold new beginning and the confidence to shape what comes next".AdvertisementAdvertisementIn the film, BMW's "vehicles are not only visible, but woven into the plot", the carmaker said, "enabling them to connect with a global fan base".However, BMW owners have criticised the adverts, questioning why their cars needed to be permanently connected to the internet at all and labelling the animation "slop".The new advertising deal comes despite pledges by the German carmaker that its internal display screen would not feature adverts.In December 2023, Stephan Durach, a BMW executive, said: "To say I'm selling the screen to play a commercial. I don't see it. It's a private space."Felipe Munoz, an independent automotive analyst, said the tie-in could help the brand reach younger drivers, but it was unlikely to prove meaningful in BMW's "existential battle" against Chinese car giants.AdvertisementAdvertisement"It sends the message that while the latter keeps innovating with the state-of-the-art software and batteries, BMW is playing games with Spider-Man."The advertising deal is only the latest instance of European car manufacturers offering digital advertising that capitalises on the large touch-screen monitors commonly featured on electric vehicles.Some of Europe's biggest car manufacturers have signed deals with 4screen, a German start-up developing similar technology.Such in-car promotions typically appear as branded pins on a GPS map. Others can appear as sponsored search adverts when a driver looks for a destination.AdvertisementAdvertisementIn some cases, advertisers can also send sponsored "recommendations", such as pointing drivers towards nearby charging stations or services.A spokesman for BMW said: "The Festive App in the BMW operating system is designed to provide customers with optional themed animations and messages linked to a range of global and local occasions. It is not a form of advertising."BMW subsidiaries decide on a country-by-country basis whether to activate a particular animation."Try full access to The Telegraph free today. Unlock their award-winning website and essential news app, plus useful tools and expert guides for your money, health and holidays.