The film's a DIY depending on how anal retentive you are. I have done it, and done it successfully, but there's a learning curve. Your average idiot (and by that I mean me included) can't just take 2 pieces of film and slap them on and get it right the first try. By the time you figure out how to deal with compound curves, run the heat gun without overdoing it, etc. you'll go through a fair amount of film.
I brought my lights in to a local body shop, and for about $150 they had the lights tinted and turned around back to me in 24 hours. No idea if other shops are cheaper, they may be. But to "do it right" it's worth it.
I can spot film a mile away, the spray tint (clear w/ a little black mixed in) just looks better. And for a reasonably nice and newish BMW IMO - screw the film. I bought my car used w/ (pro installed) film already on the lights. Looks much better now.
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