“The Nordics’ strategy is basically … people in the region don’t love Nordic content. Such investment was not necessarily made with local audiences in mind, they added. “There was a step-change increase in spending.” “We realised that a lot of that content was really working, and we leaned in very hard,” they said. One UK-based Netflix executive suggested the shift was part of a larger bet on non-English language content across Europe prompted by a series of successes in 2017-18. Lina Brouneus, the director of co-productions and acquisitions at Netflix, said the company was “competitive, but growing the market, so I think it’s good – it allows some new voices to come out”. “What we don’t know yet is whether they’re going to make the pie bigger, or just eat the whole thing.” ![]() “Everybody wants Swedish content on the map so of course we hope it’s good,” they said. There’s a new energy.”īut a Swedish TV executive sounded a more nervous note. “But I see that as a good thing – more people are getting more experience and the opportunity to develop. “The thing I keep hearing is that it is harder than ever to get good people behind the camera – cinematographers, productions designers and so forth,” said Mattias Bergqvist, the chief TV critic for the Swedish newspaper Expressen. (Noir habits die hard, admittedly: another recent addition was Young Wallander.)Īs well as being good news for local producers, Netflix’s bet is evidence of the distorting effects that its interventions can have: production companies are shifting their resources away from traditional local outlets and towards an international audience, budgets are growing across the board, and there is even a possible crew shortage. There’s even a drama series about Stockholm’s native tech success, Spotify. Should viewers get a taste for Swedes, the Netflix prediction machine will have plenty of other content to offer, including the teen romance Vinterviken 2021, SF’s gangster caper Snabba Cash, and the drag/dance romp Dancing Queens. Young Royals, a coming of age tale about a dashing prince, is likely to attract those missing The Crown, while SF Studios’ dark, high-concept thriller Red Dot, about a couple on a camping trip who find themselves fleeing a mysterious sniper, may remind others of the 2018 hit Bird Box.Ī still from Red Dot, a film about a camping trip that goes murderously wrong. In recent months, it has launched a dark romantic comedy series, Love & Anarchy, and will soon add additional Swedish titles with the kind of algorithmic magic that could make them staples of Britain’s locked-down living rooms. Until 2019, Netflix had invested in just one Swedish original production, Quicksand, a Nordic noir about the aftermath of a school shooting. Suddenly there’s an outlet and somebody who’s willing to bet on it.” “It’s woken everyone up who dreamed of doing horror, sci-fi, anything. ![]() “There’s been a significant increase in the amount of work we’ve been doing with them over the last couple of years,” said Tim King, the head of film and TV production at Stockholm’s SF Studios. ![]() While the international streaming service has long hosted Scandinavian titles, a glut of original Swedish programming is now landing, with at least 10 major projects either recently added to its lineup or due in the coming months.
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