CONFIRMED: BMW Films are making a comeback!

Videos | September 20th, 2016 by 10
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Clive Owen will be the main star of the first BMW Film – titled “The Escape” – which will also Dakota Fanning, Vera Vermiga and Jon Bernthal

The legendary BMW Films are ready for primetime once again! According to a Facebook Post by BMW USA, Clive Owen will be the main star of the first BMW Film – titled “The Escape” – which will also feature Dakota Fanning, Vera Vermiga and Jon Bernthal. The first film is directed by hotshot director Neill Blomkamp – the South African–Canadian responsible for box office hits like District 9, Elysium and Chappie.

BMW has launched a teaser of the new film along with a microsite where more information will be released in the near future –

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The branded films launched in 2001 and included A-List Hollywood directors/actors who helped BMW promote its Ultimate Driving Machines. Averaging about ten minutes each, a series eight short films produced for the internet viewing from 2001 to 2002. All eight films featured popular filmmakers from across the globe (Ang Lee, John Woo, Guy Ritchie and the late John Frankenheimer), starred Clive Owen as the “Driver”, and highlighted the performance aspects of various BMW automobiles.

The plots of each of the films differ, but one constant remains: Clive Owen plays “The Driver”, a man who goes from place to place (in presumably rented BMW automobiles), getting hired by various people to be a sort of transport for their vital needs. Many of you know Clive Owen as one of the Hollywood movie stars who played in Sin City, Inside Man, The International and Duplicity.

Other famous actors, singers or runway models were featured in the series: Mickey Rourke, Forest Whitaker, Adriana Lima, Madonna, Don Cheadle, Gary Oldman, James Brown or Marilyn Manson.

The series has been very successful in terms of marketing and public awareness with BMW sales numbers go up 12% in 2001 from the previous year. The movies were viewed over 11 million times in four months. Two million people registered with the website and a large majority of users, registered to the site, sent film links to their friends and family.

Now Owen is back and BMW likely hopes that social media will deliver even more awareness to those excellent marketing films.

10 responses to “CONFIRMED: BMW Films are making a comeback!”

  1. Mark Draxler says:

    Another evidence to the fact that BMW’s situation in the premium market is hopeless. Mercedes-Benz have overtaken BMW in global sales figures shockingly fast, and BMW think that with help of such a film they can bring the sales champion crown back. Wrong move, as always. You should think how to improve the ride quality in Your cars, otherwise even a C-Class rides much smoother than the latest 7 Series. Though BMW engineers are too incompetent to understand what a smart chassis setup is.

    • Peter Jahnsen says:

      BMW may try as hard as they can, but they’ll never even come close to Mercedes-Benz. Even in a C-Class I feel much more comfort than in the new 7 Series. Just hit a slight pothole, and in a 7 Series You get a kick in Your ass, while in a C-Class You have a smooth experience, let alone the S-Class. So BMW’s days are numbered.

    • guest says:

      BMW Films debuted when the company was rising to #1, their return is a reminder of the leadership that let them take the sales crown from Mercedes (& all others) in the 1st place.

  2. fturla says:

    I like BMW. I am not sure if marketing the car through theatrical films helps enough in sales. What is the company stressing in a compelling manner that would make more buyers consider purchasing the brand? Driving a BMW was a different experience than other up scale vehicles but is the promotions highlighting that or another characteristic of the car? Sadly I don’t drive one today, primarily due to the fact that some regions of the country lack enough representation in sales and there’s a plenitude of competition around. Another sad fact in regional sales for the marketing of BMW is the fact that in some areas of the country the competing dealerships are owned by the same party so how do you break a disguised monopoly or oligarchy in auto dealership ownership that can limit your penetration in sales?

  3. fturla says:

    Some one asked me what do I drive?

    I previously worked in NJ at Ferrari Headquarters and Mercedes-Benz Headquarters of North America. I have driven most models of those car types because some requirements of working at those locations require that you evaluate the ride of the car type you are promoting. That also includes the competition.
    I did own a BMW 320i but the steering and many classic problems that went along with that model made it impractical to continue driving that model. The BMW Z series cars were good but the market for that car is really for upscale male single driver adventurous types not ideal for mass marketing. Currently using several model types – MB 560SL (last model) and S320, and the Toyota Camry. The S320 and Camry should be replaced within the next three years most likely by upscale Benz, an Asia-pacific brand and/or hybrid car(s). Because age of drivers becomes a factor, a lack of safety features such as cameras becomes more crucial in deciding what automobiles are even in the running in the decision to purchase a car or two.

  4. dg101 says:

    Couldn’t care less about the car. But PLEASE make more of these. Loved the first series of films and would love to see more.

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