BMW has extended its 1 Series ‘one origin, two originals’ campaign by teaming up with Picturehouse Cinemas and film critic Mark Kermode to present its four week Origins Film Season.

Photo: www.bmwcoop.com

BMW will be the only advertiser in Picturehouse Cinemas’ four-week film season, with pre-promotional content to feature on Facebook and in Shortlist magazine before the festival launches on September 19, says Campaign live.

Critic Mark Kermode will present four pairs of films from his favorites, which share similar themes: A life of crime; Rites of passage; Tricks of mind; and Youth in revolt. Each pair has the same unifying theme but the two films explore it in different and distinctive ways. The concept mirrors the BMW 1 Series’ Sport and Urban models.  The schedule and film descriptions are here.

The accompanying campaign was developed by media agency Vizeum and Digital Cinema Media, and will also run in Picturehouse foyers with a 60-second BMW ad before each film.

The film campaign continues the BMW 1 Series TV ad campaign which shows a pair of brothers driving a sport and an urban BMW 1 Series model.

Jeremy Playle, sales director at DCM, said: «DCM’s diverse range of brand solutions enabled us to create a bespoke film season for BMW.

«We offered BMW the opportunity to use a medium which is incredibly social and to tie in with films people already feel very passionate about.»

A spokesperson from Vizeum said: «The objective of the campaign was to bring to life the ‘One Origins. Two Originals’ central concept.

«Our audience is passionate about film, and working with a credible brand like Picturehouse allows us to achieve our objective in a really interesting and engaging way.»

Mark Kermode has also shot a four minute bespoke film for each pair of films talking about the paired films, and also about the BMW 1 Series. Films featured include ‘Memento’, ‘Adaptation’, ‘A Clockwork Orange’, ‘Quadrophenia’, and ‘The Graduate’. Each screening within the BMW Origins will be accompanied by a filmed introduction by Mark.

BMW’s MINI has just presented a new fashion collection on the catwalk.

In the beginning of the month BMW Guggenheim Lab launched a 6-years worldwide program to explore the challenges of today’s cities within an innovative mobile structure that was designed to house this urban experiment.