Rivian Just Showed BMW How To Do A Movie Tie-Up That Doesn’t Piss People Off
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BMW drew the ire of many autojournalists and, presumably, some car owners when it put what was essentially an advertisement for the new Spider-Man movie in its new electric cars. While this was ultimately a minor thing that could quickly be ignored, what it portended felt major. For an enthusiast, a car is an escape from brands and, yet, here was a brand forcing its way into a car.
It doesn’t even matter that Spider-Man is a relatively beloved character. I’d argue that the fact that there was such a knee-jerk reaction to something so uncontroversial just goes to show that the fear of what the future may bring is extremely real.
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