Auto Theory: BMW Films
By Chuck Stephens
Luxury cars meet luxury directors from around the world in BMW's synergistic online video marketing ploy
Way upscale, way downloadable, The Hire, BMW's car-commercial series, contains action-smacked micromovies for drive-ins along the infotainment superhighway. Art house meets box office, product placement melting into warm leatherette.
You can read the complete version of this article in the September / October 2003 print edition of Film Comment.