“Spider-Man: Brand New Day,” the latest chapter in one of the world’s biggest film franchises, arrives exclusively in cinemas on July 31, 2026 — and BMW has secured a genuine role in the story.
The new BMW iX3, the brand’s first Neue Klasse model, and the BMW 5 Series Sedan both appear in the film, woven directly into the plot rather than simply shown on screen, giving BMW a way to connect with the franchise’s global fanbase.
The film’s anticipation is already substantial: its official trailer became the first movie trailer ever to surpass one billion views within four days.
Bernd Körber, Senior Vice President BMW Brand and Product Management, said the timing between the Neue Klasse launch and “Brand New Day” felt especially fitting, with both representing a bold new beginning. He said BMW is proud to accompany this new Spider-Man chapter with the iX3, the brand’s first Neue Klasse model.
Showcasing BMW’s Latest Technology
Both the iX3 and 5 Series highlight the driving pleasure associated with the BMW brand, while putting a spotlight on technologies including the BMW Panoramic Display, advanced driver assistance systems, a panoramic glass sunroof, and the driving dynamics enabled by Sport Mode.
BMW frames the Neue Klasse, and the iX3 specifically, as marking the start of a new era for the company — one it sees reflected in the film’s own narrative of reinvention.
The Film’s New Chapter
Set four years after “Spider-Man: No Way Home,” the new film follows Peter Parker living as an adult who has been voluntarily erased from the memories of everyone he loves. He continues fighting crime in a New York that no longer recognizes him, even as the weight of that responsibility triggers a potentially fatal mutation — all while a mysterious wave of crimes builds toward the greatest threat Spider-Man has ever faced.
Based on the Marvel comic by Stan Lee and Steve Ditko, the film was directed by Destin Daniel Cretton, with a screenplay from Chris McKenna, Erik Sommers and Justin Kuritzkes. Its cast includes Tom Holland, Zendaya, Sadie Sink, Jacob Batalon, Jon Bernthal, Tramell Tillman, Michael Mando and Mark Ruffalo.
A One-Off iX3 Built With Sony and Marvel
To mark the film’s release, BMW created a unique one-off vehicle: the BMW iX3 Flow – Spider-Man Brand New Day, developed closely with Sony and Marvel.
The car uses dynamic graphics and full-colour E Ink Prism panels across its exterior to bring Spider-Man’s visual world to life, with an animated design inspired by the character’s movement and energy that turns the vehicle itself into part of the story. Following its premiere, the car will be on display at BMW Welt in Munich through September.
An In-Car Animation for Customers Worldwide
BMW is also extending the partnership directly to drivers. From July 27 to August 10, customers with suitably equipped vehicles in participating markets can access a special Spider-Man animation.
Starting the car brings up a banner on the Control Display; selecting it triggers a full-screen animation with matching music and a synchronized light show through the ambient lighting system.
The feature will be available in more than 70 countries for vehicles running BMW Operating System 7, 8, 8.5, 9 or BMW Operating System X, built after July 2020, with the relevant optional equipment.
A Teaser Film Bringing the Two Worlds Together
The campaign also includes a teaser film, “The Big Screen,” which follows a father and son watching Spider-Man news while their BMW iX3 charges. When the boy spots the superhero on a skyscraper, his father assumes it’s just graffiti — until Spider-Man actually lands on the car’s bonnet moments later before continuing on his mission, prompting the boy’s confident “Told you.”
The film was shot in London with Spider-Man stunt double Luke Scott, directed by the duo Hot Icarus and produced by Parasol Island. Jung von Matt Hamburg developed the campaign alongside BMW, with the global entertainment partnership arranged through UEG, BMW’s lead entertainment agency.