AutoWeek: Z4 roadster stars in BMW's second season of online films

BMW and its agency, Fallon Worldwide, have developed another short-film series for the company's Web site. The eight-minute films show what it's like to be behind the wheel of a BMW.

Three episodes of The Hire debuted Nov. 7 on bmwfilms.com, attracting more than 7 million viewers, according to BMW.

Film executives estimate the first series cost an estimated $15 million to produce; the second series about $10 million. But Jim McDowell, vice president of marketing for BMW North America LLC, believes the Internet films are a better way to interact with prospective customers than traditional TV commercials.