Millennium films rain cash on Stockholm

A new report commissioned by regional authorities around Stockholm estimates that the Swedish films based on Stieg Larsson's Millennium Trilogy have brought $155 million in terms of marketing value exposure to the region.

In other words, to match the films’ impact, the regional authorities would have had to spend $155 million to reach an equivalent sized audience with paid advertising.

The films have generated economic effects in terms of marketing, jobs, trade and tourism.

“The study shows that film is virtually unbeatable when it comes to marketing a region and a city. We also see the power of films to create jobs and economic growth at the local and regional levels,” says Anders Ekegren, chairman of Filmregion Stockholm-Mälardalen.

More than $14.5 million was spent in the region during production of the three films and more than 20 million people worldwide have seen the films in the cinema.

The report concluded that the widespread impact of the films is stimulating tourism.

“The film industry is a significant part of the creative industries that are so important to the competitiveness of the Stockholm region. This study confirms that film is also a strategic tool for marketing Stockholm internationally,” says Olof Zetterberg, CEO of Stockholm Business Region.

The so-called “Millennium effect” is stimulating economic growth on multiple levels.

Nearly 90 percent of the money spent on the films during production were spent in Mälardalen, the region surrounding Stockholm. That in turn benefit local businesses. For example, catering services in the filming of the first millennium film received more than $70,000. And the production team for the three films spent more than $400,000 to rent premises.

More than 10,000 tourists a year take the guided Millennium Tour offered by the Stockholm City Museum.

The study did not take into account the American Millennium film production starring Craig David and Rooney Mara. That film will premiere in December 2011.

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Stockholm Pride is a little different this year: here’s what you need to know 

This week marks the beginning of Pride festivities in the Swedish capital. The tickets sold out immediately, for the partly in-person, partly digital events. 

Pride parade 2019
There won't be a Pride parade like the one in 2019 on the streets of Stockholm this year. Photo: Stina Stjernkvist/TT

You might have noticed rainbow flags popping up on major buildings in Stockholm, and on buses and trams. Sweden has more Pride festivals per capita than any other country and is the largest Pride celebration in the Nordic region, but the Stockholm event is by far the biggest.  

The Pride Parade, which usually attracts around 50,000 participants in a normal year, will be broadcast digitally from Södra Teatern on August 7th on Stockholm Pride’s website and social media. The two-hour broadcast will be led by tenor and debater Rickard Söderberg.

The two major venues of the festival are Pride House, located this year at the Clarion Hotel Stockholm at Skanstull in Södermalm, and Pride Stage, which is at Södra Teatern near Slussen.

“We are super happy with the layout and think it feels good for us as an organisation to slowly return to normal. There are so many who have longed for it,” chairperson of Stockholm Pride, Vix Herjeryd, told the Dagens Nyheter newspaper.

Tickets are required for all indoor events at Södra Teatern to limit the number of people indoors according to pandemic restrictions. But the entire stage programme will also be streamed on a big screen open air on Mosebacketerassen, which doesn’t require a ticket.  

You can read more about this year’s Pride programme on the Stockholm Pride website (in Swedish).