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“The Hire” is a campaign that is itself supported by an ad campaign. Though neither Fallon nor BMW would specify spending, last year’s short films were backed by $14 million in media, according to CMR.

Fallon and BMW have again targeted film and entertainment publications, with print ads running in magazines including Vanity Fair, Entertainment Weekly and Rolling Stone, as well as the Hollywood trade publications. Trailers are airing on outlets such as VH1, Bravo and the Independent Film Channel.

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