After the Millennium trilogy, Swedish films are back to normal
by Jorn Rossing Jensen
Two more Swedish premieres in 2010 than the year before were not enough to keep the market share above 30%: the 3.3 million tickets sold for 43 local releases took it to 20.8%, slightly under the 22.1% average for the last 10 years, according to statistics published by the Swedish Film Institute.
In 2009 Yellow Bird's production of Stieg Larsson's Millennium trilogy - The Girl with the Dragon Tattoo [+see also:
interview: Niels Arden Oplev
interview: Søren Stærmose
film profile], The Girl Who Played with Fire [+see also:
film profile] and The Girl Who Kicked the Hornet's Nest [+see also:
film profile] - pushed the local market share to 32.7%, from 5.7 million admissions - the best result registered by the institute (which has launched cinema statistics since 1963). The films ended no 1,2 and 6 on the Top Ten list.
Last year two Swedish productions qualified to join the 10 blockbusters, Daniel Espinosa's adaption of Jens Lapidus' thriller Easy Money [+see also:
film profile] (600,884 admissions), and Josef Fares' Balls [+see also:
film profile] (449,107). Another four titles were among the 20 best-grossing releases, including Simple Simon [+see also:
film profile], The Girl Who Kicked the Hornet's Nest (again), Behind Blue Skies [+see also:
film profile] and House of Angels - Third Time Lucky.
"Even without the massive audience success og the Millennium trilogy the year before, 2010 was still a good year in terms of market share, both at the cinemas and in other screening formats. 2010 showed that Swedish film as a brand can hold its ground, also internationally," said deputy director Bengt Toll, of the Swedish Film Institute, currently acting ceo.
Total admissions in Sweden 2010 reached 15.8 million, 9% down on 2009. US product dominated the theatres, controlling 64% of the attendance (against 54% in 2009), and occupying the remaining eight positions on the list of Top Ten Films. US director James Cameron's science fiction epic, Avatar, was the only movie to exceed a million admissions (1.027,977).
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