BMW has deployed promotional banners for the film Spider-Man: Brand New Day on dashboard displays of post-2020 vehicles equipped with newer operating systems. The campaign, active in more than 70 countries from the July 27 premiere through August 10, features banners that expand into animations upon user interaction and involves Neue Klasse iX3 and 5 Series models appearing in the film. Executive statements from late 2023 indicated no plans to monetize dashboard space.