BMW Probably Paid Sony for the Spider-Man Dashboard Ads, Not the Other Way Around

This didn’t occur to me but should have — BMW paid Sony to place BMWs throughout the new Spider-Man: Brand New Day movie. They’re not just in the movie but part of the story. So it’s probably the case not that Sony paid BMW to put Spider-Man animations in the dashboards of every late model BMW on the road, but that BMW offered to do it as part of the promotional deal they paid Sony. So BMW probably paid Sony for something that ultimately infuriated a bunch of BMW’s own customers. Geniuses.

★ Tuesday, 11 August 2026