BMW is showing Spider-Man ads on compatible vehicles when owners start them. BMW owners are used to their car’s center screen handling navigation, music, settings, and warnings. Tap it, and the car launches a full-screen animation promoting Spider-Man: Brand New Day, complete with music and an ambient-light show. But the banner itself still appears on the screen owners use to operate the car. The timing is especially awkward because BMW previously said it had no interest in selling space on the screens inside its vehicles.