In Features, Issues

THE ART OF THE SELL

THE TALENT/MANAGEMENT company Anonymous Content, founded in September 1999, caught worldwide attention recently with its five BMW films shot by world-class directors John Frankenheimer, Ang Lee, Wong Kar-wai, Guy Ritchie and Alejandro González Iñárritu. The series’s executive producer, David Fincher, is also a partner in Anonymous Content with Steve Golin. As with Golin’s previous company, Propaganda Films, Anonymous seeks creative ways to marry different media. Golin explains, "Propaganda Films started in music video, and soon we developed directors who went into commercials and then into the feature film world – people like David Kellog, Dominic Sena, Gore Verbinski and Antoine Fuqua. Anonymous seeks similar unions, especially in new-media venues like bmwfilms.com." As Golin emphasizes, "We are primarily in the filmmaker business, whether that manifests itself in video, commercials, movies or television," which, helps to explain how they got such name directors to do ads – er, I mean, films – for BMW. Link: www.bmwfilms.com

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