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THE HIRE - THE ACCLAIMED FILM SERIES BY BMW - WILL END A FOUR AND A HALF YEAR INTERNET RUN OCTOBER 21ST

Woodcliff Lake, NJ - October 11, 2005...BMW announced today that its award-winning internet short-film series, The Hire, will end its internet run on October 21, 2005. The debut of the first two films inThe Hire series was online in 2001. The third film entitled, "The Follow," by Wong Kar Wai, made its debut at the Cannes Film Festival in May 2001 to international acclaim. The Hire was one of the leading examples of convergence in the media industry - an unprecedented, groundbreaking effort. In total, eight films were created in the series. And, since its debut, The Hire has received more than 100 million film views.

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Woodcliff Lake, NJ, October 11, 2005...BMW announced today that its award-winning
internet short-film series, The Hire, will end its internet run on October 21,
2005. The debut of the first two films inThe Hire series was online in 2001.
The third film entitled, "The Follow," by Wong Kar Wai, made its debut at the
Cannes Film Festival in May 2001 to international acclaim. The Hire was one of
the leading examples of convergence in the media industry - an unprecedented,
groundbreaking effort. In total, eight films were created in the series. And,
since its debut, The Hire has received more than 100 million film views.

BMW took its place alongside the major movie studios with the production of The
Hire short-film series on the internet, bringing together high-level talent
from a number of diverse fields - a synergistic effort that crossed and pushed
boundaries. Key producers included David Fincher, Ridley and Tony Scott.
Other prominent directors that made up the dream team included John
Frankenheimer, Ang Lee, Wong Kar-Wai, Guy Ritchie, Alejandro González Iñárritu,
John Woo, Joe Carnahan.

The Hire has been showered with praise. The New York Times said, "The BMW
films tingle with zest," while Time Magazine added, "It surely deserves the
attention of discerning movie watchers." In 2002, the Cannes International
Advertising Festival awarded The Hire with the Cyber Lion Grand Prix prize.
Additional accolades include the "Best Excuse for Broadband" award at WIRED
Magazine's third annual Rave Awards in 2001 and the 2002 Los Angeles
International Short Film Festival's "Best Action Short" award, which was given
to director John Woo for Hostage, the sixth film in The Hire. In 2003, The
Hire series was inducted into the permanent collection of the Museum of Modern
Art (MOMA).

BMW took its non-traditional approach one step further by creating DVDs of the
films, and distributing them in a targeted fashion at no cost to key
audiences. One of BMW's first forays into this arena was the distribution of
The Hire Season One DVD with issues of Vanity Fair magazine. This distribution
helped create additional buzz for the film within a key audience. The full DVD
collection (with all eight films) was unveiled at The Palais des Festival
during the 2003 Cannes Film Festival.

DVD distribution was just one of the non-traditional ways in which BMW reached
out to its essential alpha groups. BMW was also one of the first companies to
partner with TIVO on a project such as The Hire. In another innovative move,
BMW also created its own The Hire cable TV channel.

"What began as a "big idea" grew into a cutting edge, first-of-its-kind
entertainment event that was unprecedented in our industry," said Jack Pitney,
Vice President Marketing for BMW of North America. "We are proud that The
Hire had more than 100 million film views." Jack adds, "BMW prides itself in
creating innovative, high-impact marketing initiatives.  We continually
evaluate the effectiveness and value of each element while we simultaneously
strive to search for new and fresh avenues to open communication channels with
consumers.  While today we may be talking about the end of The Hire, you can be
sure that BMW is working on new approaches to bring the brand to life in
innovative ways."

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