Summer campaigns in Norway and Sweden (1)
by Annika Pham
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.
Now in its seventh year, Norway’s Kinosommer is the bigger campaign. Financed by Film & Kino (the main exhibitors association representing the interests of local municipalities who control the majority of Norwegian cinemas), the campaign is worth around NOK 3m (€373,600) in media advertising. “Even more if you count contra deals,” says Film & Kino’s marketing advisor Vikene Nilsen.
One hundred cinemas across the country are taking part in Kinosommer and approximately 50 film premieres will benefit from the campaign, which includes a magazine distributed in the country’s cinemas, a website, and radio and press advertising.
“We started with the advertising campaign on May 25, but the peak of the campaign is during school holidays, from June 20 to the end of July,” explains Nilsen. “The summer period was a dead season so we decided to launch this initiative with Norske Filmbyråers Forening (Norwegian Film Distributors Association) to get more movies and make sure cinemas (in particular smaller ones) would stay open during that period”.
The result has been very positive according to Nilsen, as 2.5 million cinemagoers were registered during the summer period last year (20% of total 2006 admissions).
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