BMW has landed a starring role in Sony Pictures’ new film “Spider-Man: Brand New Day,” with the electric iX3 and the 5 Series Sedan woven into the plot. The company says the tie-up marks the cinema debut of its Neue Klasse era. To mark the premiere, BMW is also revealing a one-off iX3 with a colour-changing digital exterior and rolling out a themed animation to compatible cars in more than 70 markets.
BMW is using one of the world’s biggest film franchises to introduce its new electric direction. In “Spider-Man: Brand New Day,” released exclusively in cinemas on 31 July 2026, the new BMW iX3 — the first model of the brand’s Neue Klasse — and the BMW 5 Series Sedan appear not just as background props but as part of the story. According to the manufacturer, both cars connect the brand with a global, cross-generational audience.
The partnership arrives on a wave of attention for the film. BMW notes that the official trailer became the first movie trailer to pass one billion views in four days.
A new BMW era meets a new Spider-Man chapter
The collaboration is timed to coincide with the launch of the Neue Klasse, BMW’s next generation of electric models. In the film, the company says the iX3 and 5 Series are used to showcase features such as the BMW Panoramic Display, driver assistance systems, a panoramic glass sunroof and the cars’ Sport Mode driving dynamics.
“The launch of the Neue Klasse and Spider-Man: Brand New Day could not be more fitting. Both stand for a bold new beginning and the confidence to shape what comes next. We are proud to accompany this new Spider-Man chapter with the BMW iX3, our first model of the Neue Klasse,” says Bernd Körber, Senior Vice President BMW Brand and Product Management.
Directed by Destin Daniel Cretton, the film picks up four years after “Spider-Man: No Way Home” and stars Tom Holland, Zendaya, Sadie Sink, Jacob Batalon, Jon Bernthal, Tramell Tillman, Michael Mando and Mark Ruffalo.
A one-off iX3 that changes its skin
To celebrate the premiere, BMW built a single show car called the BMW iX3 Flow – Spider-Man Brand New Day. Developed with Sony and Marvel, it uses full-colour E Ink Prism panels to display animated graphics across the bodywork, letting the exterior shift and react rather than wear a fixed paint job. It made its debut around the film’s 27 July 2026 premiere and, BMW says, will be on show at BMW Welt in Munich until September.
A themed animation for owners
BMW is also extending the tie-in to existing customers. From 27 July to 10 August, drivers in participating markets can activate a Spider-Man animation on their car’s Control Display — a full-screen sequence with backing music and a matching ambient light show. The company says it will be offered in more than 70 countries for suitably equipped vehicles running BMW Operating System 7, 8, 8.5, 9 or Operating System X, with a production date after July 2020.
A teaser film, “The Big Screen,” rounds out the campaign, showing a father and son who spot Spider-Man while their iX3 charges. It was filmed in London with stunt double Luke Scott and directed by the duo Hot Icarus, with the campaign developed by Jung von Matt Hamburg and lead entertainment agency UEG.
What it means
Movie placements are a familiar tool for carmakers, but the timing here is deliberate: BMW is using a franchise with a vast, mainstream reach to put a face on the Neue Klasse just as its electric rollout begins. The animated show car and the in-car animation are aimed less at selling a single model and more at attaching the new EV platform to a moment of cultural attention.
“Spider-Man: Brand New Day” reaches cinemas on 31 July 2026, with the show car on display at BMW Welt in Munich until September.
Source: www.press.bmwgroup.com