An increasing number of firms are featuring original short films on their Web sites as an advertising strategy to enhance their image.

They believe they can make a deep impression on a specific part of the buying public by offering free quality shorts made by popular filmmakers at home and abroad.

BMW North America started showing "The Hire" series of five films featuring BMW cars on its site in April 2001. The films were created by a famed filmmaker under the supervision of David Fincher, who directed the acclaimed movie "Seven."