I spent more than half an hour at Berlin airport waiting for my bags to turn up. The only adverts showing were two different BMW/Spider-Man ones. I went into that baggage reclaim wanting to watch the new film, I came out hating Spidey for all eternity.
Often people ask "why should I care?" when a company is in financial trouble. Sony is desperate, spider man is the only IP they have left, they needed the new film to succeed, BMW & sony negotiated a LOT of cross promo money, like hell they both aren't gagging to get ther money's worth.