Spider-Man has borrowed BMW’s paint shop. The result is the BMW iX3 Flow – Spider-Man: Brand New Day, a one-off SUV whose body displays moving graphics using E Ink Prism elements.
Built with Sony and Marvel, the car made its debut at the film’s July 27 premiere.
Its animated exterior takes cues from Spider-Man’s movement and costume, although it will remain on display at BMW Welt in Munich until September.
The BMW iX3 and 5 Series Sedan also appear in Spider-Man: Brand New Day, opening in cinemas on July 31. BMW said both cars are worked into the plot rather than parked in the background as very expensive scenery.
Owners get a smaller slice of the tie-up. From July 27 to Aug 10, compatible BMWs in more than 70 countries can display a Spider-Man animation, complete with music and an ambient-light show.
The feature requires suitable equipment, a production date after July 2020 and BMW Operating System 7, 8, 8.5, 9 or X.
The film stars Tom Holland as Peter Parker, now fighting crime in a New York that has forgotten him. Apparently, even superheroes need product placement — though a colour-changing iX3 is somehow harder to ignore than most.
