Hostage

In their latest quarterly report, BMW recently cited higher than expected launch costs associated with the new Z4. From looking at films like Hostage and Ticker, it's easy to understand why.

Hostage is a new breed of action shorts. By assembling John Woo's Hollywood A-list production crew, BMW along with Scott brothers Ridley and Tony have blended film and commercial into seemless product placement.

The premise of Hostage is not exactly treading on new ground. A disgruntled employee is holding his former employer in the trunk of his car, and high tide threatens to drown her unless the FBI, with help from Clive Owen's The Driver, delivers $5 million.

Woo's slick direction and gift of tension plays very well. Hostage is a taut thriller that both entertains and product places the new BMW Z4. No doubt the Driver films has already catapulted Clive Owen's career.

For those who question BMW's business acumen, consider how many car commercials lay casualty to the Fast Forward button. BMW has correctly identified his target demographic, high end yuppies with disposable income and broadband connection, and created an not easily forgettable product placement. Doubting Thomas' out there can surf the BMWfilms website for other shorts like Powderkeg and Ticker. Trust me, you won't be disappointed.

As for the car itself, well, if only it were a Bull market....

Those words pretty much start off this nine minute BMW commercial with Clive Owen back as "The Driver."

He must race to help a kidnapped victim escape from the trunk of a car with only a cell phone to talk to her.

Famed Hong Kong director John Woo made this film, and that's pretty surprising considering it IS basically one long commercial.

But I'll be darned if it isn't one of the best commercials I've ever seen.

4/5 stars -

John Ulmer

I've been a huge fan of the BMW Film Series "The Hire" since the first season that was produced by David Fincher (Seven, Fight Club). These latest three episodes were produced by Ridley Scott (Blade Runner, Gladiator). It's a match made in movie-fan heaven: Hollywood's hottest directors, Britain's coolest actor, and Germany's most kick-ass cars!

"Hostage" is directed by John Woo, the action virtuoso who brought us "The Killer," "A Better Tomorrow" and "Face/Off." Although John Woo is famous for his ballistic shootouts, he is also quite adept at doing drama. This short film showcases that to perfection, with flawed characters and a delicious surprise twist at the end.

This short film rocks in the action department! You get to see The Driver do all sorts of cool maneuvers in this one, including a 180 then driving high-speed in reverse, a 12-foot-high car jump, and he even out-drives a fleet of police cars!

For the best action in the "The Hire" series, I recommend "Hostage" along with "Ambush" and "Ticker." "Powder Keg" has the best drama and "Star" is the funniest one in the series. I can't wait for Tony Scott's "Beat the Devil" to come out!

In a world where advertising is rammed down your neck 24/7 bmw have seen the light.they increased their reputation by becoming the bond car and now have used this short film/ad as the ultimate in product placement.If all ads could be like this i would'nt channel surf in the ad breaks.

The Plot: Clive Owen ( before he was in "The Bourne Identity," "King Arthur," "Elisabeth: The Golden Age," and "Sin CIty" ) plays a "hire" who drives people places they desperately need to go.

Often times, they are working for something "top secret" and can only give our protagonist limited information.

Also, this is meant to show off the BMW car and is executive-produced by Tony Scott, Ridley Scott and David Fincher ( Panic Room, Alien 3 ).

Directed by John Woo ( The Killer, Hard Boiled and other violent HK films ), this tale involves our hero in some intense exchange that that involves twists and turns. I can't say anything without giving it way nor do I remember it as well as I possibly could so just watch it for what it's worth.