Some BMW owners, potential customers and technology commentators are pushing back against the automaker's recently launched Spider-Man: Brand New Day promotion, which places an advertisement on the center displays of certain vehicles. BMW's limited campaign has caused some owners and technology commentators to criticize the use of vehicle displays for advertising. Critics have raised concerns about automakers pushing promotional content directly to cars through software updates, and others argue the move undermines BMW's premium, luxury image. David Schweidel, a marketing professor at Emory University, told Newsweek that, "given the luxury positioning of BMW, [the advertisement] can certainly come across as cheapening the brand to consumers." Newsweek reached out to BMW and Marvel for comment via email. BMW and the 'Spider-Man: Brand New Day' Ad BMW has displayed a banner promoting Spider-Man: Brand New Day in BMW iX3 and BMW 5 Series Sedan vehicles since July 27, the German auto giant said in a press release. The Marvel film, starring Tom Holland as Spider-Man, was released in theaters on July 31. The banner appears after starting the car, and tapping on it launches a full-screen advertisement on the vehicle's center display, showing a BMW driving through a city as Spider-Man swings between buildings. Depending on the make and model, some of the cars have a “light show” accompanying the advertisement. “Both vehicles are not only visible, but woven into the plot of the new film, enabling them to connect with a global fan base. The partnership underlines the BMW commitment to combining innovation, technology and cultural relevance,” BMW said in a July 28 press release. The company noted, “These festive animations will be available in more than 70 countries worldwide for vehicles equipped with the relevant optional equipment and BMW Operating System 7, 8, 8.5, 9 or BMW Operating System X,