HILLSBOROUGH — Flemington BMW has a new mission: The ?Mission to Drive? sales event. Kicking off the event, BMW customers were invited Thursday to Hillsborough Cinemas to a private ?sneak-peak? showing of ?Mission Impossible ? Ghost Protocol,? which features numerous BMWs.
?This event is in conjunction with Paramount Pictures as a joint marketing effort to generate excitement over new products BMW has and the movie,? said Byron Brisby Jr, the general manager of Flemington BMW.
BMW customers were invited to the sneak preview of the new Tom Cruise-fueled action movie as a way to thank them for their business and promote new BMWs, Brisby said.
The movie, which opens next week, features futuristic BMW Vision EfficientDynamics and the BMW 6 Series convertible, driven by Cruise?s character, Ethan Hunt. ?We hope to generate excitement about the BMW i3 and i8 Concept vehicles, which are scheduled to be released in 2014,? Brisby said. The i8 is the successor to the BMW Vision EfficientDynamics. ?It?s a great looking futuristic car.?
?BMW dealers near and far are doing private screenings of the movie, and we were fortunate to be able to do this for our customers,? Brisby added.
About 300 people attended Thursday evening?s event, viewing the movie in two theaters, free of charge, complete with popcorn and soda. Several people also won watches.
?We had a great response from our customers,? said Ed Kiley, sales manager. ?Everyone was excited to come to the movie and see the cars,? he added.
Brisby noted that many BMW owners become loyal BMW enthusiasts, a phenomenon on display Thursday.
BMW customer Kenneth M. Damato, of Montgomery, brought a bunch of buddies to see the movie for a guys night out. ?I love BMW?s,? he said, explaining that he went to a BMW dealership after becoming angry about another car he had. He walked out with a 7 Series, and has owned six BMWs since then.
His friend, James Humza, added, ?They are just great cars.?
Janice VanDerveer of Hillsborough attended the event with her son, Matthew, 18. She bought her first BMW in July: a BMW X3. ?I really like the heated steering wheel,? she said, adding that she was looking forward to seeing the film and the BMWs in it.
Matthew Johnston, of Long Valley, said he, too, was excited to see the movie. ?I love BMWs,? he said. ?I bought other cars before, but I switched to BMW in 2005, and I collect them.?
He currently owns six BMWs, and picked up his newest, a 6 Series, in Europe.
?I ordered it here, and went over there to pick it up. It?s really a nice experience. They gave me a tour of the factory, and I saw all of the different cars.? He said he drove his new car in Europe and then it was shipped home to him.
Brisby thanked those attendance, and said, ?It?s nice we had a big turnout, and the movie was very good.?
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