BMW iX3 and 5 Series to Star in 'Spider-Man: Brand New Day'; One-Off iX3 Flow with E Ink Exterior Debuts
BMW brings its Neue Klasse iX3 and 5 Series Sedan to the big screen in the new Spider-Man film, alongside a unique iX3 Flow with dynamic E Ink graphics.
- 1 billion in 4 days
- 27 July - 10 August
- 70+
What Happened
BMW is partnering with Sony Pictures for the film "Spider-Man: Brand New Day," featuring the new BMW iX3 (the first model of the Neue Klasse) and the BMW 5 Series Sedan. Both vehicles are woven into the plot, connecting with a global fan base. The partnership underscores BMW's commitment to innovation, technology, and cultural relevance.
“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.”
To celebrate the film, BMW created a one-off vehicle called the BMW iX3 Flow – Spider-Man Brand New Day. Developed with Sony/Marvel, it uses dynamic graphics and full-colour E Ink Prism elements to bring Spider-Man to life on the exterior. After the premiere, it will be on display at BMW Welt in Munich until September.
1 billionviews in 4 days
The official trailer became the first movie trailer to surpass one billion views in four days.
Film premiere and start of Spider-Man animation availability in BMW vehicles
Theatrical release of 'Spider-Man: Brand New Day'
End of Spider-Man animation availability in BMW vehicles
BMW drivers in more than 70 countries can access a special Spider-Man animation on their Control Display from 27 July to 10 August. Compatible vehicles include those with BMW Operating System 7, 8, 8.5, 9 or X, and a production date after July 2020. The animation features a full-screen display with music and ambient lighting.
The campaign also includes a teaser film titled 'The Big Screen,' featuring a father and son whose BMW iX3 is charging when Spider-Man lands on the car. Directed by Hot Icarus and produced by Parasol Island, the teaser was developed by Jung von Matt Hamburg in collaboration with BMW and UEG.
Why this matters
This collaboration links BMW with a major global entertainment franchise, showcasing its latest models to a massive cross-generational audience. The one-off iX3 Flow demonstrates innovative exterior display technology using E Ink, hinting at future design possibilities. Additionally, BMW drivers in many markets can access a special Spider-Man animation in their vehicles, strengthening the brand's cultural relevance.
Terms in This Story
- Neue Klasse
- BMW's new generation of electric vehicles, starting with the iX3, featuring a new design language and advanced technology.
- E Ink
- A display technology that uses electrophoretic ink to create low-power, reflective images; here used for dynamic exterior graphics.
- Control Display
- The central touchscreen in BMW vehicles used for infotainment and vehicle functions.
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