Case study: BMW movies - luxury car to movie star

Chuck Young and Amy Shea Hall, Ameritest, examine two examples of branded entertainment films from BMW (both withdrawn despite creating unqualified buzz).

Case study: BMW movies – luxury car to movie star

Charles Young and Amy Shea Hall

Fade in: An impossibly handsome man guides his convertible up to a dilapidated house on a deserted street. He exits; his white suit glints in the sun as he surveys the landscape from behind impenetrable sunglasses. In his hand, a metallic attaché case. Members of a SWAT team manoeuvre silently behind a fence. The driver takes out his cell phone and dials. A man's voice answers. The driver says simply 'I'm here.'

The latest Hollywood blockbuster? A prime-time TV drama?


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