Presentation of methods and evaluation models of short- and long-term regional economic effects from film production and film. Examplified by effects from Swedish Millennium films from Stockholm region. Joakim suggests a model for valuate the impact on perceptions of the region through exposure of the region in the films and what effects can be observed and anticipated from film tourism. Presentation at AFCI Cineposium in Paris September 14, 2011. Download the shortened version of the Millennium report here: http://bit.ly/millennium_report Joakim Lind is partner and analyst at Swedish public relations and communications agency Cloudberry Communications. Joakim specialises in analysis and strategies related to place branding. Most recently he has looked at how the Millennium film trilogy has affected tourism in Stockholm and the Mälardalen region. Joakim has a degree in anthropology and has prior to Cloudberry worked within business intelligence and teaching.

1. AFCI Cineposium, Paris September 14 2011 Joakim Lind, Coudberry Communications AB How to evaluate and communicate the economic impact and marketing value for regions throughfeature films The Millennium Report 1 Cloudberry Communications AB

2. AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 2 Photo Stephane Martin (CC): http://www.flickr.com/photos/stephanemartin/3109606853/

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4. The Creative Industries The Growth Rate for culture the creative sector is higher than for the rest of the European economy. An attractive setting for filming can draw domestic and foreign film producers to the location and create value for local business, both: directly through investments, jobs and sales on location and indirectly through increases tourism and place brand and recognition strengthening AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 4

5. CASE THE MILLENNIUM REPORT

6. Exponeringi media AFCI Cineposium, Paris September 14 2011 6 Cloudberry Communications AB

7. ”[I read] Stieg Larsson's trilogy, with same happiness and excitement febrile children and adolescents who read the series of Dumas Musketeers or the novels of Dickens and Victor Hugo, wondering at every turn the page "What now, what will happen?" ” Welcome to the immortality of fiction, LisbethSalander!” Mario Vargas Llosa, El Pais 09/06/09

8. ”Daniel Craig and Rooney Mara think it was important to ’The Girl With the Dragon Tattoo’ was made in Sweden. – The country is one of the characters in the film - it had a tremendously positive impact, says Daniel Craig.” DagensNyheter 09/01/11 (Swedish Daily) 8 AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB

9. AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 9 http://news.bbc.co.uk/2/hi/programmes/fast_track/9360589.stm

10. The Swedish Millennium films AFCI Cineposium, Paris September 14 2011 10 Cloudberry Communications AB http://www.yellowbird.se/index.php?option=com_seyret&task=videodirectlink&id=201&Itemid=6

11. photo credit: © BBC/Left Bank Pictures/Phil Fisk Wallander tourism… AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 11

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13. About the Millennium study The purpose Analyse the direct local and regional economic effects of the production of the Swedish Millennium films Focus Effects during the film production Marketing (exposure) value for the region of Stockholm Effects and scenarios on tourism from regional exposure Use Give facts and identify and quantify the films value generating effects for a place Contribute with input for further and deeper discussions and analysis about films contribution for regional brand and development The direct and indirect economic impact value for the Stockholm region through the Swedish Millennium feature films – under production and from long-term effects The value from the exposure of the Stockholm region through the Swedish Millennium film triology? How can the tourism industry be affected by film? Experiences from some other film regions.

14. Method and limitation Studies of budgets, distribution and sales figures from the production companies Studies of public statistics and other data Media analysis Interviews with representatives of business, film production and tourism Assumptions and scenarios based on experiences from other locations and regions Cloudberry Communications AB 14 AFCI Cineposium, Paris September 14 2011

15. EFFECTS FROM MILLENNIUM FILMS PRODUCTION AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 15

18. … http://farm4.static.flickr.com/3077/2501290589_f511489633.jpg?v=0

19. ”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, MellqvistKaffebar, March 2011 AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 18

20. Cloudberry Communications AB 19 AFCI Cineposium, Paris September 14 2011

21. 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 Journalists and TV-teams from abroad visits Stockholm Books about the Millennium .. But nothing has been seen in the statistics so far… AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 20

22. The tourism in Stockholm 10 million commercial guest nights per year (2010). And increasing… 1 of 3 comes from abroad Day vistors 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. AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 21

23. Scenario 2009-2013Stockholms stad

24. 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) AFCI Cineposium, Paris September 14 2011 23 Cloudberry Communications AB

25. ”Every € 1 invested by the region (a total of € 1 million of the €11 million budget) brings in between € 43 in economic gain to the region from the scenario.”

26. MARKETING VALUE FOR STOCKHOLM FROM MILLENNIUM FILM EXPOSURE Literature and films affect how we achieve the world… … and brings value to places and destinations……creates and establishes trends, consumptions and itineraries

27. 26 Greetings from Stockholm Stockholm by night ”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 The exposure of a accessible location have a marketing value for the destination. But how can this value be estimated and commented?

28. Assumptions Location and environment exposures that provide tourist images and associations or otherwise indicates a site that creates curiosity and that are geographically identifiable location can attract tourists if they are portrayed in a "successful" movie Exposure of a place in a movie has a promotional value to place / region if you are able to visit the location Exposure will be measured in the same way as the value of product placement (without multiplier) Exposure = marketing value Cloudberry Communications AB 27 AFCI Cineposium, Paris September 14 2011

29. Contact cost * sum of contacs=Marketing value What would the cost be for a tourist promoter to buy ad’s giving the same marketing value as the exposure in the film? * no multiplier http://farm2.static.flickr.com/1137/888823443_d3df3ab699_b.jpg Cloudberry Communications AB 28 AFCI Cineposium, Paris September 14 2011

30. Where and how is Stockholm region in the Millennium stories? AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 29

31. AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 30 Appr 17 obvious exposures of Stockholm per film

32. Every Stockholm exposure valued to 5 eurocent Appr. 17 exposures per film => 86 eurocent per film and contact ---- How big audience will the Millennium reach until 2011? AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 31

33. Sales and exposure Cloudberry Communications AB 32 * YellowBirdfilmprod. AFCI Cineposium, Paris September 14 2011

34. Stockholm region marketing value ”What it would cost the region to reach the same audience through advertising” 17 exposures per film reaching and audience of 123 million people measures a marketing value of €105 million Cloudberry Communications AB 33 AFCI Cineposium, Paris September 14 2011

35. Marketing valueotherchannels (international) Cloudberry Communications AB 34 AFCI Cineposium, Paris September 14 2011

36. Stockholm region marketing value from exposure in the Swedish Millennium films > €139 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.) AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 35

37. Probably just the beginning… AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 36

38. http://dragontattoo.com/ AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 37

39. Cloudberry Communications AB 38 Stockholm marketing value Millennium trilogy 385 million euro 330 million euro 275 million euro 220 million euro 165 million euro 110 million euro 55 million euro 0 euro 1 euro 86 eurocent 70 eurocent Contact cost total (Marketing value) Audience (contacts) Audience (contacts) AFCI Cineposium, Paris September 14 2011

40. USE AND COMMUNICATE THE RESULTS AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 39

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42. Joakim Lind Cloudberry Communications AB +46-709-286973 joakim@cloudberry.se Twitter: @jold www.cloudberry.se … PDF-copy of English short-version http://bit.ly/millennium_report More.. Stockholm Film Commission www.stofilm.com/ Yellow Bird (film producerof Millennium) www.yellowbird.se/ Stockholm Business Region www.stockholmbusinessregion.se/ AFCI Cineposium, Paris September 14 2011 41 Cloudberry Communications AB