New BMW Short Film Features Canadian Twist

BMW "drive" Follows in the Footsteps of Ultra-Hip "The Hire" Series of Short Films

BMW, not only a car company but the executive production company of a host of ultra hip short films entitled "The Hire", directed by such notable film icons as John Woo, Guy Ritchie and Joe Carnahan and featured at BMWfilms.com, continues the tradition with the introduction of BMW "drive", another short film.

The new film, backed by BMW Group Canada and developed primarily for the Canadian market, doesnt star the cool and collected Clive Owen as the driver, but rather Canadian Julian Richings (Open Range, The Red Violin) as Mr. Jones, Sandrine Holt (Starship Troopers II, Once a Thief), and the new BMW 5 Series.

Premiering last night at swank department store Holt Renfrews FLICK gala, at the Bloor Street store in Toronto, an event that focused on relationships involving film and fashion, the new film release was purposely timed to coincide with the Toronto International Film Festival, which will feature a full scale debut of BMW "drive".

Prior to the event Hendrik von Kuenheim, President and CEO of BMW Group Canada, commented, "The film and its launch at the Holt Renfrew FLICK Gala provides an excellent platform for the launch of the BMW 5 Series - reflecting the substance, innovation and style of both the vehicle and the BMW brand."

Set in and around Toronto, BMW "drive" is an original Canadian short film written and directed by Patrick Sisam. It involves an enigmatic character, Mr. Jones, who assists those in need with the aid of his BMW 5-Series. Sounding on the surface to be much like David Hasselhoff and his trusty car Kit, or Batman and the Batmobile, the new short film is much more in step with current times; darker, cooler and fashion savvy. It is slower than the big production pieces, with no door slamming bang em up action. Generally, like Canadians, its a lot friendlier than the regular BMWfilms.com productions. It is produced by Brown Entertainment and co-Executive Produced by Denise Robert and Cundari Integrated Advertising.

Following its public debut, BMW "drive" will be featured in full-length at the www.bmw.ca and www.cundari.com websites. No doubt the new film wont generate the same level of interest as "The Hire" series, which has attracted close to 14 million viewers globally, but as is often the case in the film industry, bigger doesnt necessarily translate into better.