Some days ago I stumbled upon http://www.bmwfilms.com . That site contains some short action movies directed by respected directors like John Woo. The movies are distributed on the internet by BMW of North America. In a lot of regular movies we see products being advertised. Although this isn't often very clear, until you realize that all cellulars used in the Matrix (for an example) were made by Nokia. It looks to me that BMW's short movies are the next step in commercials. Will we be seeing more of those initiatives? Will there be full length movies produced by large companies like BMW one day that will be able to compete with the traditional movie industry? Also, do you know more of those initiatives?

BTW: I loved those movies. I am not frowning upon it. I am just wondering what we may see in the future.