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.
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| Sandrine Holt, Julian Richings (shown) and the new 5 Series star in BMW Group Canada's new film "drive". (Photo: BMW Canada) |
The new film, backed by BMW Group Canada and developed primarily for the Canadian market, doesn't star the cool and collected Clive Owen as the driver, but rather the much more celebrated 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.
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| "The film and its launch at the Holt Renfrew FLICK Gala provides an excellent platform for the launch of the BMW 5 Series," commented Hendrik von Kuenheim, President and CEO of BMW Group Canada. Sandrine Holt is shown in the 5 taking a break during filming. (Photo: BMW Canada) |
Premiering last night at swank department store Holt Renfrew's 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."