In our August Distributor of the Month interview, we head to Iceland to speak to Ása Baldursdóttir and Hrönn Sveinsdóttir, of Reykjavik-based Bíó Paradís. The firm is active in the field of distribution and owns Iceland’s only arthouse cinema of the same name. Some of the recent titles distributed by the outfit include festival hits such as The Girl with the Needle [+lire aussi :
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interview : Magnus von Horn
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interview : Louise Courvoisier
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interview : Mohammad Rasoulof
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fiche film], Handling the Undead [+lire aussi :
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fiche film] and Memoir of a Snail as well as Scandi pictures such as Victoria Must Die, Loveable [+lire aussi :
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interview : Lilja Ingolfsdottir
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fiche film].

Cineuropa: Could you please touch on your company’s editorial policy and how it is staffed?
Ása Baldursdóttir: We pride ourselves on curating a cinematic feast that brings the crème de la crème of international films to our Icelandic audience. While we may not have the capacity to screen every crossover hit, we’ve forged strong alliances with local distributors, which occasionally allows us to showcase studio films with genuine artistic merit.

Our lifeblood, much like that of many European arthouse cinemas, is rooted in vital distribution support and initiatives like Films on the Move. Without this backing, our mission to offer the most intriguing and diverse cinema – whether for general release or educational purposes – would be an uphill battle.

As for staffing, we’re perpetually in a state of wishful thinking, dreaming of the day when we can expand our lean team. For now, we hustle with the enthusiasm of a small but passionate crew, all working towards building our cinematic empire.

How has the split of income changed between theatrical and other sources of revenue over the last few years?
Hrönn Sveinsdóttir: Although Bíó Paradís is a distributor and has its own VoD platform, theatrical screenings continue to be the overarching source of income for our films. Where we’ve added the most income in recent years has been in concessions and bar sales, thanks to our vibrant events and activities at the cinema. We’ve learned post-COVID that our strongest selling point is that people really want to see films together and enjoy a night out. We’ve got something going on at the cinema all the time to appeal to all of our different audience groups, and it’s a lot of work, but we believe that this is the future of cinema. The next step in revenue creation for us is to become stronger in merchandising and poster sales, which goes with the Bíó Paradís universe we’ve created, because it really becomes a lifestyle for our audience.

Speaking of which, what about your relationship with your audience?
ÁB: It’s like a great love affair – full of passion, mutual respect and, of course, plenty of movie nights! We adore staying close to our audience, and thanks to social media, we’re always just a click away. We love hearing their ideas, whether it’s for new films or feedback on our Friday Night Party screenings. […] It’s a blast every time, and it keeps us on our toes! Iceland’s exhibition market has its quirks, but that’s what makes it so special.

We proudly serve as the grassroots exhibitor for Icelandic filmmakers, showcasing everything from hard-hitting documentaries to those indie gems that might otherwise go unnoticed. We believe in giving a platform to our local talent, and the response has been nothing short of fantastic.

Speaking of accessibility, over the past year, we’ve installed ramps, lifts and wheelchair spaces in all of our halls, and we’ve even introduced free admission for wheelchair users and their companions. And for those with different sensory needs, we offer optical lighting and sensory-friendly screenings, and are constantly updating our equipment to suit different needs. We’ve just recently installed induction loops in all of our halls for those with hearing aids and are regularly offering films with audio descriptions that we produce ourselves. And we’re especially proud of our collaboration with the Alzheimer’s Association through our Heilavinir initiative, where we offer screenings tailored to those with dementia. Just this week, we’re screening Baltasar Kormákur’s Touch with audio description because inclusivity isn’t just a buzzword for us; it’s a commitment.

Of course, as Iceland’s only arthouse cinema, we’re always building new audiences. Our film-literacy programme has been going strong for 12 years, and it’s just one more way in which we stay connected with the community. You could say our doors are always wide open to anyone who shares our love for cinema!

Could you please touch on some of your most successful campaigns?
ÁB: One of our most recent triumphs in audience engagement has been the resounding success of Anatomy of a Fall [+lire aussi :
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interview : Justine Triet
fiche film]. […] Our campaign for this film was particularly effective, not merely because of its inherent qualities, but owing to our strategic approach to audience engagement. We capitalised on the familiarity our audience already had with Sandra Hüller from her previous role in Toni Erdmann [+lire aussi :
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Q&A : Maren Ade
fiche film], a critically acclaimed comedy that had already established her as a formidable talent in the eyes of our viewers. This connection allowed us to craft a narrative around Anatomy of a Fall that was both compelling and accessible, creating a bridge between past successes and current offerings.

Moreover, our social-media strategy played a pivotal role in reaching new demographics. By curating a bespoke trailer and fostering word-of-mouth buzz, we effectively expanded our audience base, introducing the film to individuals who might not typically engage with arthouse cinema. This multi-faceted campaign exemplifies our commitment not just to screening films, but also to creating a cultural dialogue that resonates across diverse audience segments. [...] Equally noteworthy is our earlier campaign for Paradise: Love [+lire aussi :
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fiche film], the first instalment in Ulrich Seidl’s Paradise trilogy. The drama wasn’t only a critical success, but also a box-office hit here at Bíó Paradís. Our efforts to bring this film to Icelandic audiences culminated in a memorable event where we hosted Seidl himself. The retrospective we organised allowed us to delve deep into his filmography, and Seidl’s presence added a layer of authenticity and engagement that profoundly resonated with our audience. The campaign’s highlight was the premiere of the final film in the trilogy, Paradise: Hope [+lire aussi :
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fiche film], which Seidl himself introduced, further solidifying our reputation as a premier venue for auteur cinema.