In the movie Italian Job released May 30, 2003- Paramount Pictures
directed by F. Gary Gray numerous MINI vehicles are used. I have been
driving one of these great vehicles since they came out in Spring of
2002. I would like to know the full story of how these vehicles came
to be used in this movie. Is there any information of the fees that
were exchanged in order that these cars would be 'stars' in this film?

Hello again, Brudenell!

"The Italian Job" is a remake of a 1969 film by the same name, which
used MINI Coopers in similar fashion. As might be expected, BMW saw a
surge in the popularity of the MINI after the 2003 movie was released.
BMW donated 32 cars to the production, but reportedly no cash changed
hands. This has got to be the greatest advertising bargain of all
time. ;-)

"The 1969 film used the old Mini Coopers that haven't been produced in
years. The new film uses the revamped version, which was introduced in
2001. Some may think that the Mini Coopers used in this film are
merely product placement, but that's actually not the case (though it
WAS used as product placement in 'Austin Powers in Goldmember'). With
both versions of "The Italian Job," the Mini Cooper is used because
it's the only car small enough to do what needs to be done. In fact,
the script for the remake was written before the Mini Cooper was
re-introduced, so in the early stages, they thought they'd be using
the old Mini Coopers."

Joey the Film Geek
http://www.joeythefilmgeek.com/reviews/italian.html

"The Italian Job is a star vehicle for a vehicle - the Mini Cooper...
If you sense a product-placement scheme of grand proportions, you're
half-right. The Mini, which returned to the American market last year,
is both benefactor and beneficiary of 'The Italian Job.' But it's a
much less egregious tie-in than most because Minis were also the stars
of the 1969 version of the same story."

New York Daily News
http://www.nydailynews.com/entertainment/movies/moviereviews/story/88089p-80077c.html

"The new film not only has the same name as The Italian Job but also
features a car chase through a city brought to a standstill with a
massive traffic jam in three cars with their boots full of gold
bars... for the original BMC were very reluctant to cooperate, in fact
it is said that without the intervention of Giovanni Agnelli - head of
Fiat - the original film may never have been made. Times have moved on
and BMW who recognise the benefits of product placement, supplied
Paramount with 32 MINIs."

MINI Register
http://www.miniregister.co.uk/TheRegisterMay2003.html

"BMW provided Paramount with no less than 32 Minis for the spectacular
scenes, and major Mini roles are taken by a Chili Red Mini Cooper S, a
Pepper White Mini Cooper, and an Indi Blue Mini Cooper."

City Online Edition
http://www.city.ie/may2003/motoring.htm 

"From Newsweek:

So far, summer's best product placement the too-cute Mini Coopers in
The Italian Job didn't cost the car company a penny. BMW just turned
over the keys to 32 of its British bulldogs, and agreed to let the
studio demolish them during the elaborate chase scenes."

Gabriel Bridger
http://www.bridger.us/mini/?Y=2003&M=06

Google search strategy:

Google Web Search: "the italian job" + "product placement"
://www.google.com/search?hl=en&ie=UTF-8&oe=UTF-8&q=%22the+italian+job%22+%22product+placement

Thanks for asking a question that was enjoyable to research. I love
MINIs, and I'm a big fan of the original version of "The Italian Job."
Haven't seen the new one yet, but if it has 32 MINIs in it, there'll
be a lot for me to like.

Best wishes,
pinkfreud

Good work, as always!!!!!... & thanks for the quick answer.

Considering that the movie is the best possible ad for the Minis, I
would expect that money did change hands - they just prefer the public
not to know. It is rare to see product placement payment figures
anywhere....

Thank you very much for the five-star rating and the nice tip!

~pinkfreud