Image Credit: Nic Cruz Patane on XBMW is facing criticism online after a promotional video for the upcoming film Spider-Man: Brand New Day began appearing on the infotainment screens of certain vehicles. The campaign reportedly runs for 15 days, from July 27 through August 10.The move has reignited concerns about connected-car technology and in-car advertising. A video shared on Instagram shows a Spider-Man banner appearing when the vehicle is started.Reports say the animation only plays after the owner taps the banner. The campaign is limited to BMW models built after July 2020 that support the feature.AdvertisementAdvertisementAlthough reports say the advertisement can be skipped or dismissed, many have criticized BMW for displaying promotional content inside vehicles they already paid a premium for. Some argue it reflects a growing trend of automakers using connected software to introduce new forms of post-purchase monetization.The criticism also recalls BMW's earlier subscription-based features, including its heated-seat subscription in some markets. Even though the hardware was already installed, owners had to pay an additional recurring fee to activate the function, a move that sparked widespread backlash, prompting BMW to discontinue the heated-seat subscription.BMW Described Spider-Man Promo as a "Special Surprise"A video posted on Instagram by GDN Online has gone viral, attracting more than 2,000 comments. The description states that BMW described the promotion as a "special surprise." However, not all owners may have viewed it as a pleasant surprise.Tapping the banner on the screen after starting the car launches a full-screen Spider-Man animation, complete with synchronized ambient lighting on compatible models, according to Firstpost.AdvertisementAdvertisementThe campaign is being rolled out to compatible BMW vehicles in more than 70 countries running BMW Operating Systems 7, 8, 8.5, 9, or the new BMW Operating System X.BMW partnered with Sony Pictures and Marvel on the campaign, which promotes the film while also showcasing the BMW iX3 Flow "Spider-Man: Brand New Day Edition" and a BMW 5 Series sedan featured in the film.Autopian contacted BMW to verify that videos of the campaign on social media were indeed real. BMW's response stated:"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.""Smartphones With Wheels"Image Credit: Nic Cruz Patane on XThe comments section of the Instagram post is filled with users reacting to BMW's promotional stunt, which hasn't gone down well with everybody, as users compared modern vehicles to smartphones. Some reactions are shared below:AdvertisementAdvertisementA user wrote:"Not too soon they will start playing ads in our car. World turning into cyberpunk."Another user questioned:"You paid more than 60k or more and still have ads?"One user commented:"You paid more than 60k or more and still have ads?"A user expressed:"Proof we don't own cars plus they aren't cars anymore but smartphones with wheels"One user pointed out that the video does not automatically play after starting the vehicle:"Bro u literally have to go in the menu and watch the video if u choose to do so I have a bmw I know and they do that for holidays too" [sic]Another user pointed out something similar:AdvertisementAdvertisement"It's a lie, the user has to press the notification to show the video, it doesn't automatically play."A user commented:"There were several meetings and hours of discussion, and at the end people decided this was a good idea."One user had a different opinion:"People are so woke and sensitive. Man up it's just a 10 sec popup you probably experience on your phones a 1000 times a day."A user said this was a test:"This is the test for in car advertisment" [sic]