BMW is bringing its next-generation mobility story to one of the biggest movie franchises in the world with a featured role in Sony Pictures’ Spider-Man: Brand New Day. The new film, set for exclusive theatrical release on July 31, 2026, includes both the BMW iX3 and BMW 5 Series Sedan as part of the story rather than simple background placement. For BMW, the timing is no accident, as the iX3 represents the first production model of the Neue Klasse era and gives the brand a high-profile global stage for its latest design and technology direction.

The BMW iX3 is especially important here because it marks the start of a new chapter for the brand’s electric lineup. BMW is using the Spider-Man partnership to highlight features such as the BMW Panoramic Display, advanced driver-assistance systems, panoramic glass roof, Sport Mode, and the digital-first experience that will define upcoming Neue Klasse models. The 5 Series also plays a part, reinforcing BMW’s broader push to connect its traditional sport-sedan identity with future-facing technology.

To celebrate the film, BMW also created the one-off BMW iX3 Flow – Spider-Man Brand New Day. Developed with Sony and Marvel, the special iX3 uses dynamic graphics and full-color E Ink Prism elements to bring Spider-Man-inspired visuals to the vehicle’s exterior. Inspired by the character’s movement and energy, the animated bodywork turns the iX3 into more than a promotional showpiece. It becomes a rolling demonstration of how BMW sees personalization evolving beyond paint colors and trim packages. After the premiere, the iX3 Flow is scheduled to be displayed at BMW Welt in Munich until September.

BMW owners are also getting a small taste of the collaboration inside their own vehicles. From July 27 through August 10, drivers in participating markets with suitably equipped BMW models can access a special Spider-Man animation through the Control Display. When activated, it brings up a full-screen animation with themed music and a matching ambient-lighting show. BMW says the feature will be available in more than 70 countries for compatible vehicles equipped with BMW Operating System 7, 8, 8.5, 9, or Operating System X, with a production date after July 2020.

The campaign also includes a teaser film called The Big Screen, which blends the worlds of BMW and Spider-Man through a simple story of a father and son charging an iX3 before an unexpected superhero appearance. It is the kind of entertainment partnership automakers increasingly want, where the vehicle supports the story instead of feeling like a forced commercial break. With Spider-Man: Brand New Day and the Neue Klasse iX3 arriving together, BMW is leaning into pop culture to make its next EV chapter feel more visible, more emotional, and a lot more cinematic.