Summer campaigns in Norway and Sweden (2)
by Annika Pham
22/06/2007 - In order to stimulate cinema going during the quieter summer season, Norway and Sweden have put together special promotional campaigns, Kinosommer and Sommarbio respectively, with the support of public organisations and associations.
In its fourth year, Sommarbio in Sweden has allocated SEK 4.000 (€432) in support from the Swedish Film Institute (SFI) to each of the 136 smaller cinemas in cities with populations of under 25,000 that are taking part in the event this year.
“This is a small amount, but it is meant to encourage [exhibitors] to stay open during the summer,” said Madeleine Hermansson, who coordinates the event for the SFI. “In 2006, 66 cinemas stayed open that otherwise would not have”.
Timo Y. Lahtinen, head of the pan-Nordic distribution company Smile Entertainment, finds these initiatives “very good”. He adds: “I’ve been in the business over 20 years and remember when summer was completely dead with only re-runs. Although it is still a lower season, there are now premieres during all 12 months of the year”.
Availability of commercial films is of course essential to the success of these campaigns and this summer there will be no shortage of Hollywood tentpole films such as Harry Potter and the Order of the Phoenix, Ocean’s 13 (both released by Sandrew Metronome) and Die Hard 4 (20th Century Fox).
European titles also scheduled for release in Norway include the Danish animated film The Ugly Duckling & Me [trailer] (June 29, Nordisk), French films 2 Days in Paris [trailer, film focus] (July 17, Oro Film) and Lady Chatterley [trailer] (August 3, Arthaus), as well as Norwegian title 5 Lies (August 18, Scanbox).
In Sweden, British film This is England [trailer] will open on July 17 through NonStop, German title Emma’s Bliss [trailer] on July 20 (FolketsBio), the Swedish Ciao Bella on August 3 (Sandrew Metronome) and Wonderful and Love by All (Underbar och älskad av alla) on August 24 (BVI).