Clipland

The project now titled the BMW Films was one of the first advertising campaigns the actually involved the production of short films / film content that would on one side satisfy the needs of a classic print and TV camapign and on the other side have all the ingredients to put the films online and transform it into a viral phenomenon on the internet as part of a ViralMarketing / Viral Marketing campaign.

In detail, the BMW film series was a series of eight short films (each about eight minutes long) produced for the Internet in the summers of 2001 and 2002. The films were directed by popular Hollywood and international directors. All starred Clive Owen as "The Driver". Each film's story highlighted the performance aspects of various BMW automobiles. The 'first season' films, as well as the Ben Younger-directed interludes, were executive-produced by David Fincher, the 'second season' three films were executive-produced by Ridley Scott. All non-Ridley-Scott films were produced by AnonymousContent.

The BMW Films are also credited with launching the marketing technique of BrandedContent / Branded Content.

History The series proved to be immensely popular, and BMW produced a free DVD of the series, including extra features, which was available to BMW owners through the owner's circle on the company's website. At first, the DVD was not even marketed. A few copies were distributed to some BMW dealerships and automobile magazines, but they were in limited supply. Many dealerships had no idea that BMW had even made promotional films. To request a DVD from BMW's site, one had to visit the help center of the BMW Films site and email one's mailing address to the webmaster. Copies were slow to arrive at first, and as the method of obtaining the disc was spread solely by word of mouth, copies were highly prized. Discs were sold for large sums on eBay. Later, BMW sold the DVD directly through their website and a telephone number.

The first few pressings of the disc included the first season's five films and the interludes, but subsequent pressings did not include The Follow because of rights issues (it is rumored that Forest Whitaker approved the film only for Internet distribution, not for any other venue).

After the films' success, BMW produced three more films in 2002, this time executive produced by brothers Ridley and Tony Scott, and called them "Season 2". All three featured BMW's newly introduced Z4 roadster, and Clive Owen returned as The Driver.

BMW sold a second DVD compilation of all eight films in 2002, including The Follow but without the interludes, for a nominal shipping fee (which was identical for any shipping address worldwide) via the BMW Films website. The films are no longer available (the distribution ended October 21st, 2005), However they are still viewable by the website YouTube.

Dark Horse Comics published a 4-issue comic book series based on the main character of the films, two of which were written by Bruce Campbell.

"Season 2" was also available for free on the 'Moviedrome' section of the DVD packaged with the 41st issue of the Playstation 2 review magazine PSW.

Season 1, The first five BMW films Ambush The Driver escorts an elderly diamond buyer (Tomas Milian) and outruns a pursuing van.

• Directed by John Frankenheimer
• Featured the BMW 7-Series

Chosen The Driver protects a holy Asian child, a cat-and-mouse game ensues between them and numerous henchmen.

• Directed by Ang Lee
• Featured the BMW 5-Series

The Follow The Driver is hired by a paranoid film celebrity (Mickey Rourke) to spy on his wife.

• with Forest Whitaker
• Directed by Wong Kar-wai
• Featured the BMW 3-Series and the Z3 roadster

Star The Driver is called by a producer to teach an obnoxious celebrity (Madonna) a lesson.

• Directed by Guy Ritchie
• Featured the BMW M5

Powder Keg The Driver is drafted by the UN to rescue a wounded war photographer (Stellan Skarsgård), stranded in a Latin American conflict zone.

• Directed by Alejandro González Iñárritu
• Featured the BMW X5
• IMDb entry

Season 2 Hostage The Driver is hired to rescue a hostage, locked in a car trunk.

• Directed by John Woo
• Featured the BMW Z4

Ticker The Driver ferries a diplomat (Don Cheadle), carrying a mysterious briefcase, who is being pursued by militants. Ticker features brief cameos by Ray Liotta, F. Murray Abraham and Dennis Haysbert.

• Directed by Joe Carnahan
• Featured the BMW Z4

Beat The Devil The Driver drag-races the Devil (Gary Oldman), in order to earn James Brown his soul.

• with Marilyn Manson
• Directed by Tony Scott
• Featured the BMW Z4

Outlook There are new BMW movies in the making. Eight Extreme sightseeing movies are scheduled for release soon.