BMW has partnered with Sony/Marvel on “Spider-Man: Brand New Day,” featuring the BMW iX3 and BMW 5 Series Sedan in the film and centering a teaser campaign titled “The Big Screen” around the collaboration.
The film will be released exclusively in cinemas on July 31, 2026. According to BMW, the BMW iX3, the first Neue Klasse model, and the BMW 5 Series Sedan are woven into the plot of the film.
The campaign’s teaser film, “The Big Screen,” centers on a father and son watching news coverage of Spider-Man while their BMW iX3 is charging. When the boy spots the superhero on a skyscraper, his father initially thinks it is graffiti, before Spider-Man lands on the bonnet of the BMW and returns to his mission. The son responds to his father with the line, “Told you.”
The teaser was filmed in London with Spider-Man stunt double Luke Scott and directed by the duo Hot Icarus, produced by Parasol Island. Jung von Matt Hamburg developed the campaign in collaboration with BMW.
The global entertainment collaboration was developed in partnership with UEG, BMW’s global lead entertainment agency.
“The launch of the Neue Klasse and Spider-Man: Brand New Day could not be more fitting,” said Bernd Körber, Senior Vice President BMW Brand and Product Management.
“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.”
To celebrate the partnership, BMW has produced the BMW iX3 Flow – Spider-Man Brand New Day, a one-off vehicle developed in collaboration with Sony/Marvel that transfers the visual world of Spider-Man to the vehicle’s exterior using dynamic graphics and full-color E Ink Prism elements. Following the premiere, the vehicle will be on display at BMW Welt in Munich until September.
View this post on Instagram
A Spider-Man animation will also be available from July 27 to August 10 to BMW customers in participating markets with suitably equipped vehicles.
