BMWFilms We Hardly Knew Ye

Last call for BMW Films! That’s the gist of an e-mail BMW is sending around to registered users, telling them the granddaddy of online branded entertainment (and father of a thousand brand-sponsored film festivals) will come down October 21. Since the “The Hire” series launched, it’s logged 100 million views, the company said. The take-down comes four months after the automaker parted ways with Fallon, the agency behind the pioneering film series.

The decision got us at ClickZ talking about the longevity of viral video. Should these things simply die after a certain time, or is it worth supporting them forever so long as you’re only paying for hosting? Share your thoughts in the comments.

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