For the film, a convertible Z3 is equipped with the usual Q refinements, including a self-destruct feature and Stinger missiles behind the headlights. The Z3 does not have much screen time and none of the gadgets are used, which Martin Campbell attributed to the deal with BMW coming in the last stages of production. The Z3's appearance in the film is thought to be the most successful promotion through product placement in 1995. Ten years later, "The Hollywood Reporter" listed it as one of the most successful product placements in recent years. The article quoted Mary Lou Galician, head of media analysis and criticism at Arizona State University's Walter Cronkite School of Journalism and Mass Communication, as saying that the news coverage of Bond's switch from Aston Martin to BMW "generated hundreds of millions of dollars of media exposure for the movie and all of its marketing partners."