BMW is taking its latest vehicle technology into cinemas with a starring role in Spider-Man: Brand New Day, out this week, showcasing the new iX3 and 5-Series Saloon alongside a series of digital features designed to bring the partnership into the cabin.
The collaboration sees the BMW iX3, the first model built on the company’s Neue Klasse platform, and the latest BMW 5 Series integrated into the movie’s storyline, highlighting technologies including advanced displays, driver assistance systems and connected vehicle features.
For BMW owners, the partnership goes beyond product placement. Drivers in participating markets can access a special Spider-Man animation through their vehicle’s Control Display, combining a full-screen visual experience with supporting ambient lighting effects.
The feature is available on compatible vehicles equipped with BMW Operating System 7, 8, 8.5, 9 or BMW Operating System X, with production dates after July 2020.
BMW has also created a one-off BMW iX3 Flow – Spider-Man Brand New Day vehicle, using dynamic graphics and full-colour E Ink Prism technology to transform the exterior with animated designs inspired by the superhero’s visual style.
The technology reflects BMW’s wider move towards software-defined vehicles, where digital experiences can continue to evolve long after a vehicle leaves the showroom.
The company says the collaboration demonstrates how modern vehicles are becoming more than transport, with connectivity, entertainment and personalisation all important to the ownership experience.
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