ekonomiska effekter och marknadsföringsvärden av filmproduktion
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Ekonomiska effekter och marknadsforingsvarden av filmproduktion
Joakim LindCloudberry Communications och Åbo Akademi
den 20 november 2014
Film som framtidsbransch, Scenkonstbolaget
Joakim Lind 3
Sacco och ”kultur 3.0”
• innovation• valfard• hållbar utveckling• social sammanhållning• livslångt larande• lokal identitet
Film som framtidsbransch, Scenkonstbolaget
Kulturekonom
Joakim Lind 4
Filmens och filmproduktionens makroekonomi
• Filmproduktionens direkta och indirekta ekonomi
• Utveckling av kreativa näringarna och synergier mellan filmproduktion och andra områden – branscher och kompetenser
• Marknadsforingsvarden och platsmarknadsforing
• Lokal identitet• Besoksnaring
Film som framtidsbransch, Scenkonstbolaget
PLATSMARKNADSFÖRING
http://www.flickr.com/photos/horiavarlan/4277530076/
Creative Commons: http://www.flickr.com/photos/achoice/4502949138/
PLATSMARKNADSFÖRING
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Exponering i media
Film som framtidsbransch, Scenkonstbolaget
The story of Sweden over the last 50 years has been one of a steady loss of exceptionalism. In some ways the outside world has grown more "Swedish" – we all wear seatbelts, drink less, and believe in gender equality. At the same time, Sweden has grown much more worldly – it drinks more, works and earns less, and struggles with the assimilation of immigrants. The Swedes themselves no longer believe in a Swedish model, or, when they do, it's very different from the heavily regulated "people's home" of myth.
USA | Foreign Policy, 2010-05-26, We're All Swedes Now
Tattoo artists are cashing in. “What Salander has done is inspire women to go under the needle with their own message in mind,” said Mr. Rakovic of Inked.
…The look, she added, “says, ‘Don’t mess with me.’ It’s sexy in a strong new way.
…“Corruption offends her,” Ms. Leach observed, “and the desire to set things right is what motivates her.”
She’s taking names and delivering payback. And, Ms. Leach said, “she’s not about to do that in a pair of Miu Miu shoes.”
USA | NY Times, 2012-02-01, Lisbeth Salander bringing back leather and spikes - link
Joakim Lind | Cloudberry 21
Marketing value for regional exposure, theoretically limited to only evaluating the contacts from film and limited to 10 exposures in
Fincher’s TGWDT
€ 0,5 per capita * > 1 billion contacts over 4-5 years =
value € 500 million and more
Because there is uncertainty in the model and of making these kinds of estimates we have consistently chosen the lowest value if the choice
has been between two or more values with modestly counted Stockholm exposures and no multiplier.)
European Cities Marketing, 11/15/12
BESÖKSNÄRING
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#LoveGREATBritain
Film som framtidsbransch, Scenkonstbolaget
FILMPRODUKTIONEN
Rambøll (2003)
Effects during the production of the Millennium films and TGWDT
• Total budget of just over €11 million• More than €9,8 million were invested and consumed in the
Stockholm region:– Wages– Studio, premises, offices– Catering– Transportation– Hotels and accomodations– Services
• Direct and indirect effects with 1.5 multiplier (include second level effects) of €15 million to the region
---• Budget US version TGWDT € 70 million
(50 % spent and invested in Sweden)
Joakim Lind 38Film som framtidsbransch, Scenkonstbolaget
”We have definitely noticed an increased interest from tourists. Every day at least 5-10 guests ask about the films. After that we participated in a documentary on German television channel ZDF came 100 people (genuine film tourists) within three weeks. American NBC had a feature and after it popped up a lot of Americans.”
... ”We believe in a new boost after the American film premiered.”
Anders Persson, Mellqvist Kaffebar, March 2011
“I don't think you can really tell the story without telling it in Sweden. I think it is a very Swedish story, I think all the characters are very Swedish.” Rooney Mara at TGWDT press meeting in Stockholm
“What it tells about Sweden for me is that there is a huge story-telling tradition here and it is a sort of dark tale, something that we can all relate to in Northern Europe. They have worldwide mass appeal it seems.”Daniel Craig
Reuters 2011-12-14
Joakim Lind 46Film som framtidsbransch, Scenkonstbolaget
Millennium tourism in Stockholm
• 10,000 people per year take the Millennium guided walk• Guided tours, 80-300 per year (2009-2013)• Millennium map, approx. 6,800 copies (several languages)• Hotels and tour operators markets Millennium stays• Hundreds of journalists and TV-teams from abroad have
visited Stockholm with regards of Millennium
Film som framtidsbransch, Scenkonstbolaget
Joakim Lind 49
Scenario 2009-2013 - Stockholms stad
• 215 880 X SEK 1 300 kr = SEK 280 million• Addional daily vistors and private guest nights• 298 000 X SEK 500 = SEK 150 million• = SEK 430 million 2009-2013 (€ 47 million)
Scenario 2009-2013 Millennium effects (total) Guest nights increase Guest nights total
2009-2010 49 487 6 332 545
2010-2011 50 109 6 382 654
2011-2012 57 748 6 440 402
2012-2013 58 536 6 498 938
TOTAL INCREASE: 215 880
Increase during 2009-2013 3,44 %
Film som framtidsbransch, Scenkonstbolaget
50Joakim Lind
EKONOMISKA BETYDELSEN AV EN FILMFOND
”Stockholm Runaway Productions”
• Monica Z (2013)• Tommy (2014)• Gentlemen och Gangsters (2014)• Den allvarsamma leken (2015)• Eld och lågor (planerad produktion
2015)
Kalla: http://www.dn.se/kultur-noje/film-tv/den-allvarsamma-leken-blir-film/
”Fallstudier av ekonomin for fem filmproduktioner med Stockholmsanknytning och en diskussion om ekonomiska betydelsen av en filmfond i Stockholm”
Kalla: http://www.dn.se/kultur-noje/film-tv/den-allvarsamma-leken-blir-film/
Utfall och det regionala bidraget beror på hur produktionerna och hur avtal och eventuella spendkrav formuleras avseende ex vis hållbarhet, långsiktighet, synergier, samarbeten.
