Film Tourism and the City – a case study How Stieg Larsson’s Millennium trilogy has impacted Stockholm presented at European Cities Marketing in Biarritz, France, November 15, 2012.

1. R
European Cities Marketing,
11/15/12, Biarritz
Joakim Lind, Cloudberry S
Film Tourism and the City – a case study
How Stieg Larsson‟s Millennium trilogy
has impacted Stockholm

2. photo credit: © BBC/Left Bank Pictures/Phil Fisk
European Cities Marketing,
Joakim Lind | Cloudberry 2
11/15/12

3. European Cities
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Marketing, 11/15/12

4. Swedish authors web trends
European Cities
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Marketing, 11/15/12

5. Copies sold (market examples)
European Cities
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6. Millennium success
• Sold in more than 73 million copies in
more than 60 countries. More than 100
million in the next couple of years
• The Swedish films will by the end of 2012
been shown in 60 countries and reach an
audience of more than 150 million
audience contacts
• The US version of The Girl With The Dragon
Tattoo has already become a huge success
and will reach an audience of 1 billion
audience contacts and more until 2015
European Cities
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Marketing, 11/15/12

7. http://www.yellowbird.se/index.php?option=com_seyret&task=videodirectlink&id=201&Itemid=6
European Cities
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8. 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)
European Cities
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9. European Cities
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10. Exponering i media
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11. • Approximatly 100 000 articles about Stieg
Larsson and Millennium
• Stockholm and Sweden mentioned in every appr
every 10th
• The ad value estimated to more than € 60 million
European Cities
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12. Types of literature about Stieg
Larsson and Millennium
• Biographies
• Hybrids
• Popular scientific
• Scientific
• Parodic
(Svenska Dagbladet,
2012.11.01)
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13. European Cities
Google Trends
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14. Artikelträffar Retriever exkl. svensk media
7000
The Girl With The Dragon
6000
Tattoo
Stieg Larsson
5000
Lisbeth Salander
Antal artiklar
4000
Leif GW Persson
3000
Camilla Läckberg
2000
Henning Mankell
1000
Dan Brown
0
2005 2006 2007 2008 2009 2010 2011
European Cities
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15. After reading Stieg Larsson's trilogy (The Girl With The
Dragon Tatoo, The Girl Who Played With Fire, & The Girl
Who Kicked The Hornet's Nest) I really want to go
to Sweden! Ok, Ulf- be be ready for us to come visit!!
Mary Stouffer Cole, Facebook, 11 mars 2012
Going to visit The Millenium in Stockholm
Alex Walthers, Facebook, 30 mars 2012
May be reading too much Stieg Larsson. I just got a piece
of mail at work that was postmarked from Sweden and I
looked around all nervously – like someone is after me.
Jenny Robinson, Facebook, 5 mars 2012
European Cities
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16. “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 “’Dragon Tattoo’ film paints
Sweden in darkest shades”
European Cities
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17. ”In fact, with films effectively acting as
„virtual brochures‟, they can do much
more for bookings than a large scale
advertising campaign”
Miles Morgan, Thomson Holidays
European Cities
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18. Millennium as a literal and
figuratively map of Sweden
What makes the books so interesting for
visitors to Stockholm is that the
characters are very clearly identified
with the Södermalm area of the city. On
a Millenium Tour you can see where these
characters live, the restaurants they
visit, the cafés they hang out at, even their
favourite 7-Eleven store where they buy
frozen pizza.
UK | The Mail on Sunday, 2009-07-
19, Stockholm, Stieg Larsson's Millennium
and the city at the centre of a literary
phenomenon, webbversion
And the fact that it‟s in Swedish. Words
such as Trollhättan and Björck provide a
pleasing otherness, and the way that
the trusting Swedes enters flat filled
with fresh corpes and cheerfully shout
“Hull-oh” resonates perfectly.
UK | The Times (Art and Ents), 2010-08-
European Cities
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19. MARKETING VALUE FOR STOCKHOLM
FROM MILLENNIUM FILM EXPOSURE
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20. Assumptions
• Depictions that provides images and
associations, positive feelings or otherwise indicates
a site that creates curiosity, and higher awareness
and that are geographically identifiable direct or
indirect have a marketing value for the location
• Exposure of a place in a movie has a promotional
value if the depictions generates positive values in the
relation to the place associated to the story
• Exposure can be measured in the same way as the
value of product placement (without multiplier)
• Exposure = marketing value
European Cities
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21. Where and how is Stockholm region in the Swedish
Millennium films?
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22. What would it cost for regional promoters
to buy ad‟s giving the same marketing
value as the exposure in the film?
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23. Stockholm region marketing value
from exposure in the Swedish Millennium
films
> €150 million
(Because there is uncertinty 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
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24. Contact cost total (Marketing value) Stockholm marketing value Millennium trilogy
Exponeringsvärde Millenniumtrilogin (scenarier)
3,500,000,000.00 kr
385 million euro 1 euro
Exponeringsvärde / Kontaktkostnad
3,000,000,000.00 kr
330 million euro 86 eurocent
2,500,000,000.00 kr
275 million euro
70 eurocent
2,000,000,000.00 kr
220 million euro kr 6,44
1,500,000,000.00 kr
165 million euro kr 7,82
1,000,000,000.00 kr
110 million euro
kr 9,20
500,000,000.00 kr
55 million euro
0.00 kr
0 euro
340,000,000
20,000,000
60,000,000
100,000,000
140,000,000
180,000,000
220,000,000
260,000,000
300,000,000
Publikkontakter(contacts)
Audience (CONTACTS)
Audience (contacts)
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25. 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
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26. European Cities
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27. Erik G Svensson - Stockholm Visitors Board
European Cities
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28. ”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
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29. European Cities
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30. MILLENNIUM PRESS KIT
• Millennium
resources
• Story ideas
• Trivia
• Fact sheet Stieg
Larsson’s
Stockholm
• Creative industries
in Stockholm
• Summary
Millennium report
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31. European Cities
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32. Millennium effects in
Stockholm
• 10,000 people per year take the
Millennium guided walk
• Guided tours, 80-300 per year (2009-2010)
• Millennium map, approx. 6,800 copies
(several languages)
• Hotels and tour operators markets
Millennium stays
• Millennium cruises
• Hundreds of journalists and TV-teams
from abroad have visited Stockholm with
regards of Millennium
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33. Economic
Cultural
Demographi
Factors affect
tourists
choice of
destination
The difficulty assessing
the tourist effects Geographical
(to a greater region)
Political
• Several factors coincide when
choosing a destination
• Different types of film tourists - even Technological
under same trip
• The level of unawareness impacts
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http://farm4.static.flickr.com/3077/2501290589_f511489633.jpg?v=0

34. Facts about tourism in Stockholm
• 10 million commercial guest nights per year
(2011)
• 1 of 3 comes from abroad
• Day visitors and private guest nights 2009:
– 19 million in the region
– 8,7 million in Stockholm town
• Private travellers staying at least one night
spend approx. 1,300 SEK per day.
http://www.visitsweden.com/sweden/ http://www.visitstockholm.com/sv/?id=
European Cities
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35. Countries Guestnights, Millennium Guest nights Guest nights Scenarios Guest nights Guest nights
hotels,
hostels,
cottages
Scenario 2009-2013
effect 2009-
2011
increase
2009-2010
increase
2010-2011
Millennium-
effect 2011-
2013
increase
2011-2012
increase
2012-2013
2009
(Stockholm
town*)
Stockholms stad
Tyskland 311 881 1,0% 3 119 3150 1,5% 4772 4844
Danmark 125 464 1,0% 1 255 1267 1,0% 1280 1293
Norge 175 582 1,0% 1 756 1773 1,0% 1791 1809
Finland 144 826 1,0% 1 448 1463 1,0% 1477 1492
Storbritanni
256 526 1,5% 1,5%
en 3 848 3906 3964 4024
Holland 82 933 1,0% 829 838 1,0% 846 854
USA 186 191 1,5% 2 793 2835 2,0% 3836 3913
Frankrike 133 293 3,0% 3 999 4119 3,0% 4242 4370
Italien 179 604 3,0% 5 388 5550 3,0% 5716 5888
Spanien 107 880 2,0% 2 158 2201 2,0% 2245 2290
Sverige 3 697 021 0,5% 18 485 18578 0,5% 18670 18764
Övriga
881 857 0,5% 1,0%
länder 4 409 4431 8907 8996
Totalt 6 283 058 49 487 50109 57748 58536
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36. Scenario 2009-2013 - Stockholms stad
Scenario 2009-2013
Guest nights increase Guest nights total
Millennium effects (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 %
• 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)
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37. www.si.se/English/
European Cities
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39. “We have a very, very dark side, and
I think you‟re only just finding out
about it now.”
Magnus Betnér quoted in The
Telegraph 2010-03-13, The dark side
of Swedish society
European Cities
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40. In Larsson's Sweden, the police are useless
where they are not corrupt; the countryside
is full of violent drug dealers; the rich are
utterly unprincipled. It sounds like Mexico
in the snow. This is no longer a clean, well-
lighted place for Volvo owners. What went
wrong?
US | Foreign Policy, 2010-05-26,
We're All Swedes Now
European Cities
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41. We live in a world that has capsized, where law and
order reigns on the surface, but in reality it is the well-
organized crime pulling the strings. / ... /
Millenium has exposed the anxiety every man feels in a
world where old benchmarks have failed.
France| Le Monde, 2009-05-10, Jean-Jacques Larochelle
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42. You can summarise by saying that in principle
there do not appear to be any normal people in
Sweden. The introduction to [one of the books
about] Karlsson-on-the-Roof, which I loved so
much as a child: “In a completely normal
Swedish family...” now just fills me with horror.
Russia| CityCelebrity.ru, 2010-10-07, Matari Anna
och Dmitri Tikhonov , Шведская модель для
тщательной сборки, webbartikel
European Cities
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43. 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
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45. Anholt Nation Brands Index matrix
Tourism
People Export
Nation
Brands
Index
Culture
and Governance
Heritage
Investment
and
Immigration
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46. Nation Brands
Index
Investment and Culture and
Tourism Export Governance People
Immigration Heritage
Ethnic and
Millennium Industry and Social Trendy and Power
cultural
tourism post-industry structure cool hierarchies
richness
1900’s and Gender, sex
Regional Justice and Racism and
Innovation 2ww society and social
development legislation alienation
development construction
Traditional
Hacktivism industries and Nazism
new emergings
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47. UK
The novels as a whole mix this near-mythical dimension with a
hothouse domestic atmosphere among tight-knit cliques.
Larsson has made the literary moods of saga and soap opera
converge – with suspense as the adhesive. And, behind the
quickfire action, those great chords of moral and political
witness continue to resonate. /…/
Long after the entertainment factor has faded, I predict
that readers will remember some of Stieg's serious
concerns. And if that isn't a mark of real literature, I don't
know what is.
UK | The Independent, 2009-10-02, What was the secret of
Stieg Larsson’s extraordinary success, webbversion
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48. Swedish isolisation and Millennium as
trauma therapy
Seit Palme ins Kino ging, ist
alles wie im Film“, schrieb der
Liedermacher Stefan Sundström
später und beschrieb damit gut
die Stimmung der
Unwirklichkeit, die sich in
Schweden nach dem Mord an
Palme ausbreitete. Die Suche
Den förödande skandinaviska nach Motiven und potenziellen
isolationismen (som man kan se i Tätern, die Fahndungspannen
Ingmar Bergmans verk eller, mer der Polizei und Komplottheorien
handgripligt, hos Anders Behring schufen eine Düsternis, wie sie
Breivik (sic!)) tillsammans med en sich auch ein Henning Mankell
cocktailblandning från vår egen tid oder Stieg Larsson makaberer
(stigmatisering av fifflande nicht ausmalen könnten.
finansmän, identitetskris, återuppväcka Germany| Tagblatt.se, 2011-03-
nde av gamla demoner och 01, Vor 25 Jahren wurde Olof
datanördarnas kulturella anspråk) Palme ermordet, webbversion
France| Le Monde, 2012-01-18, Jacques
Mandelbaum
European Cities
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49. Men that hates women – a sick society personified
It exposes the brutish sexual humiliations
men inflict upon women, and on a public
level it takes to task an underlying
rottenness in Sweden‟s body politic – its
governors, its judiciary, its businessmen.
UK | The Independent (Arts and Books), 2010-
08-27
Blomkvist has a kind of mission-statement:
"this story is not primarily about spies and
he first secret government agencies; it's about
violence against women, and the men who
s. The enable it.
UK| The Independent, 2009-10-02, Bad men
ce and the good society, What was the secret of
tively Stieg Larsson's extraordinary success?,
webbversion
gazine,
arsson,
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50. he various
ning Western
their urgent
sexuality.
Strong women and
gender roles questioned
Larsson's female characters are therefore
universally clear thinking, resourceful and
good. They defend themselves and each
other, define their relationships without
regard to social norm and staunchly uphold
principle. Untrammelled by such petty
concerns as children, love or money
(Salander, like Longstocking, is fabulously self-
financing) they have sex in whatever
form, methodology or company they choose. As
comic book fantasies go, it's pretty compelling.
Australien: The Sydney Morning Herald, 2010-
01-10, Sex, crime and vengeance: why the
world fell in love with Larsson, webbversion
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51. Lisbeth – The Icon
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
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52. Millennium as a lens through which the contemporary
society is interpreted
Relationship between the five international papers
and WikiLeaks had moments of difficulty and
tension‟, at times threatening to collapse into
farce, ‟as if a Stieg Larsson script had been passed to
the writer of Downton Abbey, Julian Fellowes”
UK| The Guardian, 2011-01-30, Julian Assange feared he
was being followed by US spies, new book reveals, web
version
“Whereas the thing about Lindberg is that he's so
absolutely politically correct on the outside and
kinky on the inside.”
[Lars Linder på DN citeras i The Guardian apropå att
det är enklare att identifiera de onda i böckerna.]
UK| The Guardian, 2010-08-01, Göran Lindberg and
Sweden's dark side, web version
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53. Indivualistic socialism
[Larsson‟s] heroes originate from Astrid
Lindgren‟s characters, who in this case are part
of a modern society filled with
injustices, against which Larsson fought with
such determination and hoped to be able to
fight with his books.
Ryssland | Kommersant Weekend, 2011-03-
18, Liza Birger, webbartikel
.. while Lisbeth Salander is regularly compared to
her more famous creation for children, Pippi
Longstocking, what with being so unconventional
and super-strong. Personally, I don't see it, on
either count. Pippi Longstocking is cute.
Lisbeth Salander is about as cute as an
unmuzzled pitbull.
UK | The Guardian, 2010-02-21, Stieg Larsson – by
the woman who shared his life
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54. Summary 1
• References to actual places and people create an effective illusion
that this has/might have happened that appears stronger and
more effective than, for example, the news media.
• The stories deflate whatever is left of the idealised socialist
concept of the ”Folkhemmet” and ”the Swedish Model”
• The stories are like a modern, multilayered version of Nils
Holgersson – encouraging a more in-depth reading of Swedish
history and contemporary Sweden. Sweden 2.0.
• Sweden is a demarcated example of social problems and
challenges that apply for all societies.
• Sweden is for many more of a credible friend that arouses
sympathy and commitment with all of its complexity.
• On an international level, Millennium appears to change the
image rather than enhancing and supplementing it for countries
that already had a relationship (Europa, USA, western countries).
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55. Summary 2
• For people with no direct perception of Sweden, the
stories contribute rather to greater curiosity and more
in-depth reading.
• Millennium develops with time and generates new
messages, depending on who is reading and re-interpreting
it.
• In the short term, the stories serve to interpret our
contemporary society – the time in which we find
ourselves and exist. Serve as a filter and dramatise our
interpretation of the world.
• The books and the films are themselves mass media that
report many social dimensions.
• In the longer term, Millennium becomes a document of its
time, describing life in the first decade of the 21st century
– “The Millennium Period”.
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56. ”Everyone should read Stieg for the quality of decency
that he evokes on every page, as Orwell once did.
Maybe popular fiction can indeed change the world.”
UK| The Independent, 2009-10-01,
Understand Swedish society through Stieg Larsson’s
popular fiction, web version
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57. "This makes one wonder: does Indonesia
need its own Lisbeth Salander?”
Indonesia | The Jakarta Globe, 2012-03-
29, Karim Raslan
European Cities
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58. Clip:
THANK YOU!
/ Joakim Lind
Cloudberry Communications AB,
Stockholm
+46-709-286973
joakim@cloudberry.se
Twitter: @jold
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