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Auto Theory: BMW Films

By Chuck Stephens

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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.