In 2001, automaker BMW began a marketing campaign entitled "The Hire", in which it produced a series of short films that prominently featured its vehicles, staffed by prominent directors (such as Guy Ritchie) and talent. The films were advertised through television, print, and online marketing which directed viewers to a BMW Films website, where they could stream the films, and access ancillary information such as information about their featured vehicles. BMW also distributed the films on DVD with "Vanity Fair" magazine to increase their distribution among the company's target audience. By the end of the campaign in 2005, the eight-film series had amassed over 100 million views, and several of the films had received both advertising-related and short film awards.