Movies provide good opportunities to point out the role of design in our lives. BMW's state-of-the-art hybrid, and other models, are prominent in Mission: Impossible-Ghost Protocol starring Tom Cruise (left).
In the latest Mission: Impossible film, Tom Cruise’s character, Ethan Hunt, says to his team, “Wait until you see the car”. The reference is to the i8 concept, a next-generation supercar from BMW, which helps Cruise and co-star Paula Patton race through Mumbai traffic. The car’s appearance highlights the BMW brand’s return to Hollywood after a hiatus of more than a decade.
BMW’s role, its first in a big-budget film since a Z8 roadster was cut to pieces in the 1999 James Bond feature The World Is Not Enough, is a reminder that Hollywood is now a mandatory destination for marketers. With DVRs and on-demand programs allowing consumers to skip television ads, becoming part of the content is key for brands to get noticed.
The winged-door i8, a plug-in hybrid that accelerates to 100 kilometers (62 miles) per hour in 4.6 seconds and can get 78 miles per gallon, will be introduced in 2014—but gets center-stage placement in the film. At the movie’s European premiere at the BMW Welt product showcase in Munich on Dec. 9, the i8 was prominently displayed at the end of the red carpet. The automaker is believed to have spent $10 million promoting the film.
Click on the video below for a heart pounding clip about the movie.