Why BMW Is Resurrecting Its Bond-Style Short Movies

Stefan Ponikva, vp and president of brand communication and brand experience, discusses his engagement plan

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German luxury vehicle manufacturer BMW aims to emulate the Hollywood experience again through its marketing. After a seven-year absence, the brand film series, BMW Films, will be resurrected.

This return is set alongside the release of a short film featuring Uma Thurman, Pom Klementieff and a BMW i7 M70. The film will be screened at the Cannes Film Festival later this month.

Success for BMW Films began in 2001 with an award-winning short film series called The Hire, starring Clive Owen and overseen by filmmaker David Fincher’s production company.

The James Bond-inspired shorts produced eight entries at less than 10 minutes each that were fundamentally excuses to showcase BMWs in car chases.

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