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Not too sure what to make of this, but BMW is now in the film business. Or at least on the edge of it that rubs up against the advertising business. John Frankenheimer leads off an impressive list of directors (also: Ang Lee, Wong Kar-Wai, Guy Ritchie, and Alejandro González Iñárritu) all producing 5 minute shorts to be shown on the BMWfilms site. The Frankenheimer is already there (in Quicktime, Real, and Windows Media formats.) And you guessed it, each piece features a BMW automobile. Is this the future of free content? High end commercials? And if it is - and keeping in mind the relative quality of television shows compared to television commercials - is this a bad thing?