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BMW Returns to Hollywood in Paramount Pictures’ Mission: Impossible - Ghost Protocol; Movie Themed Global Marketing Campaign Supports Tom Cruise Starrer and Showcases New Vehicles

U.S. "Mission to Drive" Campaign to Include Broadcast, Print, Online Advertising, and Dealer Activation with over 200 Advance Screenings of Film

Woodcliff Lake, NJ - November 8, 2011... BMW will mark its return to Hollywood with the release of the latest installment of the Tom Cruise action franchise, Mission: Impossible – Ghost Protocol this December. In addition to the presence of BMW vehicles featured in the film, BMW of North America will launch a Mission: Impossible-themed marketing campaign dubbed "Mission to Drive."

The national program includes a branded advertising campaign kicking-off today via broadcast, print, online and in-dealer activations which includes a limited time "self-destructing" sales offer running now through January 2, that will also offer more than 200 special screenings of the film for BMW customers and a contest that will award an all-expense paid trip to the Mission: Impossible – Ghost Protocol U.S. premiere.

"The film allows us a wonderful opportunity to showcase not only BMW's vision for future vehicles but to highlight some of the newest and most popular cars in our current fleet," said Trudy Hardy, Manager, Marketing Communications and Consumer Events at BMW of North America. "The synergies between BMW's high-performance vehicles and one of the most action-packed film franchises on the big screen were perfect.”

Several BMW vehicles - including the futuristic BMW Vision EfficientDynamics, the concept car for the forthcoming BMW i8, the BMW 6 Series Convertible - are driven by Tom Cruise’s character, Ethan Hunt, and prominently featured in several key action sequences. Glimpses of the BMW vehicles from the film are included in the studio promotional materials that will be released leading up to the film's release.

“BMW provided an unprecedented level of technological support to our production team while shooting the film around the world, ” commented LeeAnne Stables, Paramount Pictures Executive Vice President of Worldwide Marketing Partnerships. “Our collaboration continued through development of their innovative global marketing campaign themed to the film which will lend incredible support to the studio effort.”

Additional online elements of the promotion will include Mission: Impossible – Ghost Protocol integration on international, national and regional sites, banner ads and e-mail campaigns.

Mission: Impossible – Ghost Protocol will have an exclusive IMAX engagement beginning Friday, Dec. 16 and playing through the film’s run at the box office, which begins worldwide in other formats Dec. 21, 2011.


BMW Group in America


BMW of North America, LLC has been present in the United States since 1975. Rolls-Royce Motor Cars NA, LLC began distributing vehicles in 2003. The BMW Group in the United States has grown to include marketing, sales, and financial service organizations for the BMW brand of motor vehicles, including motorcycles, the MINI brand, and the Rolls-Royce brand of Motor Cars; DesignworksUSA, a strategic design consultancy in California; a technology office in Silicon Valley and various other operations throughout the country. BMW Manufacturing Co., LLC in South Carolina is part of BMW Group’s global manufacturing network and is the exclusive manufacturing plant for all X5 and X3 Sports Activity Vehicles and X6 Sports Activity Coupes. The BMW Group sales organization is represented in the U.S. through networks of 339 BMW passenger car and BMW Sports Activity Vehicle centers, 139 BMW motorcycle retailers, 110 MINI passenger car dealers, and 36 Rolls-Royce Motor Car dealers. BMW (US) Holding Corp., the BMW Group’s sales headquarters for North America, is located in Woodcliff Lake, New Jersey.

Information about BMW Group products is available to consumers via the Internet at: www.bmwgroupna.com.

Mission: Impossible – Ghost Protocol

This holiday season, two-time Academy Award®-winner Brad Bird directs, with producers Tom Cruise and J.J. Abrams, the action-packed spy adventure Mission: Impossible - Ghost Protocol.

Blamed for the terrorist bombing of the Kremlin, IMF operative Ethan Hunt is disavowed along with the rest of the agency when the President initiates “Ghost Protocol.” Left without any resources or backup, Ethan must find a way to clear his agency’s name and prevent another attack. To complicate matters further, Ethan is forced to embark on this mission with a team of fellow IMF fugitives whose personal motives he does not fully know.

Tom Cruise returns in the starring role as Ethan Hunt and is joined by an international cast that includes Jeremy Renner, Simon Pegg, Paula Patton, Michael Nyqvist, Vladimir Mashkov, Josh Holloway, Anil Kapoor and Léa Seydoux. Mission: Impossible - Ghost Protocol is directed by Brad Bird, in his live action film debut, and written by Josh Appelbaum & André Nemec. Cruise, who produces the Mission: Impossible films, is joined by producers J.J. Abrams and Bryan Burk. The film will be co-financed by Skydance Productions. Jeffrey Chernov, David Ellison, Paul Schwake and Dana Goldberg are the executive producers.


Journalist note: Information about the BMW Group and its products is available to journalists on-line at the BMW Group PressClub at the following address: www.press.bmwna.com.

Additional information, images and video may be found at www.bmwusanews.com. Broadcast quality video footage is available via The NewsMarket at www.thenewsmarket.com.