The 2003 film The Italian Job is a remake of the 1969 heist movie of the same name. The original stars Michael Caine, Benny Hill and several Mini Coopers, and when the film was remade with Mark Wahlberg, the filmmakers used the current model of the iconic car. BMW happily obliged them and provided the production with more than 30 cars.
The film was only moderately successful, but the product placement worked like a charm. BusinessWeek reported that since the film’s 2003 release, the car experienced a 22% increase in sales over the previous year. However, the placement may have worked too well. Film critic Stephanie Zacharek’s review of the film stated that, “the real star of ‘The Italian Job’ is not a person but a car.”