Admissions - Norway
Country Focus: Norway
Norwegian films down 7.4% - or 600,000 admissions – from 2011
by Jorn Rossing Jensen
- “Both art house and more market-oriented releases have failed – for different reasons,” according to managing director Lene Løken, of Norwegian cinema association Film & Kino
After last year’s record 24.5% market share to domestic features – and four consecutive years above 20% - Norwegian films are losing momentum in the home market.
With only one local title on the Top Ten charts - Espen Sandberg and Joachim Rønning’s Kon-Tiki [+see also:
film profile], which is also the only Norwegian release over 200,000 admissions – their control of the market has been reduced to 16.5% (Nov 1), down 7.4% and 600,000 admissions from 2011.
Last year saw the premieres of 33 new Norwegian features, this year 24 will open – but the decline of productions is not the only reason to the missing audiences, according to managing director Lene Løken, of Norwegian cinema association Film & Kino.
“Both art house and more market-oriented releases have failed, for different reasons. Art house films appeal to mature cinema-goers, who want good theatres, convenient screening slots – and time for the marketing campaign, the publicity, the reviews to settle,” Løken explained.
“It does not work if these titles are launched simultaneously, like this autumn, in September and October: Sara Johnsen’s All That Matters Is Past [+see also:
film profile] and Margreth Olin’s Nowhere Home had weak openings, neither Dag Johan Haugerud’s I Belong nor Eva Sørhaug’s 90 Minutes [+see also:
film profile] met expectations.”
“The more market-oriented movies have also failed. Roar Uthaug’s Escape was looking for 200,000-300,000 admissions, but had to do with slightly more than 50,000. I think the interest in this genre, from ancient myths, about robbery and murder in the Middle Ages is about to expire.”
“Like last year with Morten Tyldum’s Headhunters [+see also:
film profile], the Norwegian cinema year was saved by one film, Espen Sandberg-Joachim Rønning’s Kon-Tiki (863,312), while Simon Alsvik’s Tina & Bettina – The Movie (187,578) was the surprise hit – but it was a TV spin-off, the fans wanted more, and they got it.”
“Too few Norwegian films reach the audience they should. Recently most public support has been directed at production, production, production – I think the solution is to concentrate more on all corners of dissemination and distribution, to better nurse the releases, and to avoid the accumulation of films in the same categories released at the same time in an, after all, small market,” Løken concluded.
2012 Top Ten of Norwegian films (Nov 1):
1 Kon-Tiki. Dirs: Espen Sandberg, Joachim Rønning – 863,312 admissions. Local distr: Nordisk Film Distribusjon.
2 Tina & Bettina – The Movie. Dir: Simon Alsvik – 187,578/Nordisk Film Distribusjon.
3 The Orheim Company [+see also:
film profile] (photo). Dir: Arild Andresen – 77,517/Norsk Filmdistribusjon.
4 Varg Veum - Cold Hearts. Dir: Trond Espen Seim – 68,583/SF Norge.
5 Varg Veum – The Dead Have It Easy. Dir: Erik Richter Strand – 60,118/SF Norge.
6 Escape. Dir: Roar Uthaug – 53,872/Nordisk Film Distribusjon.
7 90 Minutes. Dir: Eva Sørhaug – 44,757/Euforia Film.
8 Into the White [+see also:
film profile]. Dir: Petter Næss – 42976/Scanbox Entertainment.
9 I Belong. Dir: Dag Johan Haugerud - 27,643/Norsk Filmdistribusjon.
10 Bravehearts. Dir: Kari Anne Moe – 25,749/Euforia Film.
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