Buckle your seat belts. BMW of North America is rolling out a sequel to its online movie
series, The Hire
, according to a USA Today
story by Michael McCarthy.
The Germany-based automaker has begun producing a second group of short films that will launch on the Web this fall. British actor Clive Owen, star of the feature film Croupier
, again will take the wheel as the mysterious driver-for-hire who took co-stars such as Madonna on the ride of their lives (in BMWs, of course) in the first series.
"The films have attracted quite a following," said Jim McDowell, vice president of marketing for BMW. "We want to keep the enthusiasm going." The second lap in the critically well-received series will be three films vs. four last year.