Nearly a decade after leaving Hollywood in its rearview mirror, BMW is back in a big way.
Product positioning evolves into an indispensible art.
The Berlinale has traded its VW for a Beemer. Fest organizers on Monday, announced BMW as the Berlinale's new main sponsor for its 60th anniversary next year.
BMW stunned Hollywood six years ago when it left the entertainment biz in its rearview mirror.
Tyro helmer Pyotr Buslov's violent, atmospheric tale of four friends in a stolen car ("bimmer" is Russian slang for a BMW) was hugely popular in its domestic run, pirated copies apparently having…