BMW is bringing the iX3 and the 5 Series to the big screen through “Spider-Man: Brand New Day”, with both vehicles incorporated into the film’s storyline. The movie is scheduled for an exclusive theatrical release on July 31, 2026, as BMW aligns the launch of its first Neue Klasse model with one of the year’s biggest film releases.
BMW Connects the iX3 Launch With Spider-Man
BMW says the iX3 and 5 Series are written into the plot of “Spider-Man: Brand New Day”, rather than appearing only as brief on-screen cameos. The company has linked the collaboration directly to the debut of the Neue Klasse lineup.
Bernd Körber, BMW’s Senior Vice President of Brand and Product Management, said the launch of the iX3 and the film represent “a bold new beginning and the confidence to shape what comes next.”
According to BMW, the movie’s trailer generated one billion views within four days, giving the automaker exposure to an audience larger than all of the auto shows it plans to attend this year.
BMW Reveals the One-Off iX3 Flow Show Car
Alongside the movie partnership, BMW unveiled the iX3 Flow, a one-off concept created in collaboration with Sony and Marvel.
The vehicle features full-color E Ink Prism body panels capable of displaying animated graphics across its exterior. BMW designed the show car to visually reflect the Spider-Man universe rather than simply adding themed graphics.
Following the film’s premiere, the iX3 Flow will be displayed at BMW Welt in Munich through September.
Spider-Man Experience Expands to Existing BMW Models
BMW is also extending the campaign to compatible vehicles already on the road.
Between July 27 and August 10, drivers in more than 70 markets with eligible BMW models can activate a Spider-Man-themed startup animation on the Control Display. The experience includes synchronized music and an ambient lighting sequence.
The feature is available for vehicles equipped with BMW Operating System 7, 8, 8.5, 9, or OS X that were built after July 2020.
Campaign Includes a Short Film
BMW’s promotional short film, “The Big Screen,” follows a father who dismisses his son’s claim that he has spotted Spider-Man on a nearby building. The story changes when Spider-Man lands on the hood of their charging iX3, prompting the child to respond, “Told you.”
The film was shot in London and features stunt double Luke Scott. It was directed by Hot Icarus, produced by Parasol Island, and developed by Jung von Matt Hamburg in partnership with BMW’s entertainment agency, UEG.
BMW Aligns Entertainment With the Neue Klasse Debut
Through its collaboration with “Spider-Man: Brand New Day,” BMW is placing the iX3 and 5 Series before a global movie audience while introducing its first Neue Klasse model through a major entertainment partnership. The campaign combines the theatrical release, a one-off concept vehicle, and software features for existing owners as part of the company’s broader promotional effort.
