BMW set to play a starring role at Cannes with 200 sustainable vehicles and a part in a short film series

The German automaker is staging a full electric car takeover of the glamorous gathering in the south of France and will unveil an electric watercraft when the Cannes Film Festival opens today.

By Sony Thomas

BMW has announced its return as the Official Automotive Partner of the 2023 Cannes Film Festival, and this year’s partnership will include the premiere of a new BMW Films production starring the brand’s most powerful and luxurious fully electric model, the BMW i7 M70 xDrive, alongside a star-studded cast.

As part of its role, BMW will mobilise a fleet of more than 200 fully electric, plug-in hybrid, and hydrogen-powered vehicles to transport guests, including the BMW i7 M70 xDrive sedan and the plug-in hybrid BMW XM Sports Activity Vehicle. Guests travelling in a BMW i7 during the festival will be treated to an exclusive personal cinema experience on wheels, thanks to the 31-inch BMW theatre screen inside the fully electric sedan.

The German auto giant will also extend its commitment to sustainability beyond land to water by unveiling a new electric watercraft called The Icon, developed and built in collaboration with boat maker TYDE.

The Cannes Film Festival will also see the next in the series of BMW Films, a franchise of short films that feature current BMW models in leading roles. The first release will be a fast-paced film featuring the brand’s most powerful and luxurious fully electric model, the BMW i7 M70 xDrive, and a star-studded cast. Fans can expect to see thrilling driving shots and breathtaking action scenes at the premiere. The series began over two decades ago and has been produced by notable Hollywood directors, with each film featuring famous actors and their BMW co-stars. BMW Films productions from the past include ‘Star’, which took the audience on a dramatic ride to a film premiere in a BMW M5, and ‘The Escape’, which featured a BMW 5 Series sedan in a thrilling chase scene.

Jens Thiemer, Senior Vice President of Customer and Brand BMW, said the manufacturer’s continued partnership with the Cannes Film Festival was the ideal platform for showcasing the luxury brand, and its commitment to sustainability and innovation. Iris Knobloch, President of the Cannes Festival, noted that BMW’s continued support provided festival guests with luxurious and eco-friendly transportation options. “We are proud and happy to be able to count on the support of BMW, whose relationship with the seventh art is historic, and who will, once again, accompany all our guests on their various journeys,” Knobloch said.

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