BMW pulls back into Hollywood

Interesting | November 26th, 2009 by 12

Six years ago, BMW left the Hollywood entertainment business. Back in 1995, BMW used the James Bond “GoldenEye” movie to generate buzz around the launch …

Six years ago, BMW left the Hollywood entertainment business. Back in 1995, BMW used the James Bond “GoldenEye” movie to generate buzz around the launch of the Z3 roadster. Pierce Brosnan’ 007 character jumped over to the BMW side after driving the usual Aston Martin.

In Tomorrow Never Dies, the fierce agent drives the BMW 750i and the Z8 supercar in The World Is Not Enough. In 2001, a series of films featuring Clive Owen, The Hire, and directed by important Hollywood figures, steal the thunder again for BMW. A few other deals to feature BMWs in “Alias” were struck in 2005. Even more recently, a 2009 BMW Z4 was used in Michael Douglas’s upcoming thriller Solitary Man.

Yet on the large screen, BMWs are mostly no longer the hero cars. But BMW now wants to return and have recently hired the Propaganda GEM company as its global entertainment marketing agency of record. The entertainment marketing agency represents such brands as Audi, Lamborghini, Nokia, Panasonic, Bulgari, Bang & Olufsen and Casio.


Propaganda is ending its 13-year relationship with Audi and the end of this year after successfully placed Audi models in some of the biggest films in the past few years: “I, Robot” or the “Iron Man” franchise.

“For us, it was a matter of new challenges and looking to do things differently,” said Ruben Igielko-Herrlich, Propaganda GEM’s founding partner and co-president of the decision to end its deal with Audi. BMW “has a great understanding of the space. They have experience, but being a leader means you need to continue to innovate and explore new ground or you lose your leadership position.”

With the recent pull out of the Formula One racing championship, BMW’s marketing budget sees a boost and it plans to funnel some of the money back into entertainment after sponsoring the 2012 Summer Olympics in London.

We’re looking forward to seeing the new 5 Series and some upcoming BMW supercars in future motion pictures.

[Source: Variety ]

12 responses to “BMW pulls back into Hollywood”

  1. v1p3r says:

    This is very cool. I’ve wanted BMWs to feature in movies a lot more. It’s amazing what it does for a car’s recognition amongst people. Audi got a lot of attention from the R8 and S5 being used in Iron Man, The Transporter used that A8 W12 and people thought they had all the future tech when that closed arched thing appeared in I,Robot. The oly recent film that had a BMW in it was Fast and Furious that had the E39 “M5” in it. And that didn’t end well :P Hopefully the Vision EfficientDynamics is used in a futuristic movie and performance models as the getaway car of choice in an A-list movie soon.

  2. v1p3r says:

    sorry for not using paragraphs

  3. KidrauhlM5 says:

    Love it!! I absolutely love it!!

    Hope that BMW can do something like in the Transporter 2/3 movie which was ruled by Audi. But why not BMW?? I know that there was a BMW in the Transporter but that’s the old 750/760Li.

  4. Adam says:

    The only reason I went to see Transporter 1 is because of the BMW 7 series that was in it. I hope they use BMW again in the Transporter series.

  5. Bryce says:

    Well I guess this takes away a little bit of the sting of losing our Formula One team.

  6. tiM3 says:

    Nice X5 and 7 as main vehicles in “Blindside”.

  7. Straight Six says:

    I always wanted to see a specatular M3 chase in a movie….or something more serious like some mysterious secret agents in black suits driving around with their black 7 series….

  8. Joe says:

    Nice… good use of the F1 budget :)

  9. Stephen says:

    Can’t wait to see some M cars appearing in movies. Wonder why they ended their relationship with Audi, BMW paying more?

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