Presentation @ #mixedreality conference in Ystad, September 14, 2012. http://www.mixedreality.info/en/

1. Mixed Reality, Ystad, 09/14/12
Joakim Lind, Cloudberry
Regional Effects and Values from
the Millennium films &
The Image of Sweden after
Stieg Larsson and the Millennium

2. 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
Mixed Reality, Ystad,
Cloudberry Communications AB 2
09/14/12

3. ”Fiction tourism”
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4. http://farm4.static.flickr.com/3077/2501290589_f511489633.jpg?v=0
The difficulty to assess the tourist effects…
Economic
Cultural
Demog
Factors affect
tourists
Geographical choice of
destination
Politica
• Several factors coincide when choosing
Technological
a destination
• Different types of film tourists - even
under same trip
• The level of unawareness impacts
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 4

5. Anholt Nation Brands Index matrix
Tourism
People Export
Nation
Brands
Index
Culture
and Governance
Heritage
Investment
and
Immigration
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 5

6. The Phenomenon
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7. Swedish authors web trends
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8. Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 8

9. Google Trends
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10. Millennium’s success
• The Millennium trilogy have sold in more than 65 million
copies in more than 50 countries. More than 100 million
in the next couple of years.
• Several biographies and books about Stieg Larsson the
Millennium trilogy
• 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 first title The Girl With The Dragon Tattoo has received
several international film awards (a o BAFTA and Empire
Awards)
• 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
during the years to come.
• US version has been Oscar nominee, and awarded.
Mixed Reality, Ystad,
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09/14/12

11. Copies sold (market examples)
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12. http://www.yellowbird.se/index.php?option=com_seyret&task=videodirectlink&id=201&Itemid=6
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 12

13. The Stories The Author The Externals
A male author writing about
men that hates women - strong Interesting biography in Actual contemporary
and unexpected message and combination with ”late” occurences that connects to
messenger debute and exceptional success the Millennium
Strong women characters that
differs from trad. portraits.
Myth developed and
Sweden crime litt success
associeted with authors too
established since late 1990’s
early death
Easy to read filmic narratives
with many levels
Parallels between the authous International interest in trendy
life and the story Sweden and Nordics
Connection to contemporary
history raising questions with
universal relevance
The stories different formats The ”contribution” of the
and secondary effects friends and relatives
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stregthen each other

14. Biographies and books about..
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15. Exponering i media
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16. 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
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 16

17. Minst 100 000 artiklar om Stieg Larsson och
Millennium i press runt om i världen
Cirka var 10:e artikel nämner Sverige, Stockholm
eller annan plats direkt i texten
Annonsvärdet för tidningsartiklar uppgår till minst
en halv miljard kronor.
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 17

18. 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
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 18

19. ”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, webbversion
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 19

20. ”[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, Lisbeth
Salander!”
Mario Vargas Llosa, El Pais
09/06/09
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 20

21. ”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.”
Dagens Nyheter 09/01/11 (Swedish Daily)
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22. Values from the Millennium
film productions
Mixed
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Reality, Ystad, 09/14/12

23. Potential effects and values from film and film
production
• Investments*
• Employment*
• Leveraging private trade investment into the sector*
• Economic benefits from local, secondary and tertiary spend, in
the region and sector
• Skills development*
• Export opportunities*
• Direct investment return*
• Rights exploation
• Creation and retention of companies
• Image, profile and media literacy*
• Tourism*
• Linkages to regional, national and European sector strategies
Olsberg | SPI, Copenhagen Film Fund
Feasibility Study
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24. Effects during the production of the
Swedish Millennium films
• 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 € 70 million (50 per cent spent in
Sweden)
Mixed
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27. The Visitors
Mixed
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29. Erik G Svensson - Stockholm Visitors Board
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30. Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 30

31. ”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
Mixed
Cloudberry Communications AB 31
Reality, Ystad, 09/14/12

32. Mixed
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33. 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
Mixed
Cloudberry Communications AB 33
Reality, Ystad, 09/14/12

34. The tourism in Stockholm
• 10 million commercial guest nights per year (2011).
And increasing…
• 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=
Mixed
Cloudberry Communications AB 34
Reality, Ystad, 09/14/12

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)
Mixed Reality, Ystad,
Cloudberry Communications AB 36
09/14/12

37. ”Every € 1 invested by the region (a total of € 1 million of the €11
million budget) brings € 43 in economic gain to the region from
the scenario.”
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 37

38. The Marketing value for the region
Mixed
Cloudberry Communications AB 38
Reality, Ystad, 09/14/12

39. 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
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 39

40. ”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
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 40

41. Assumptions
• Location and environment exposures that provide tourist
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 you are able to visit the location or in other ways make
investments that the region can benefit from.
• Exposure will be measured in the same way as the value
of product placement (without multiplier) Exposure =
marketing value
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Cloudberry Communications AB 41
09/14/12

42. Contact cost * sum of contacs = Marketing value
What would the cost
be for a regional
promoter
(brand, inward
investments or
tourism) to buy ad’s
giving the same
marketing value as the
exposure in the film?
* no multiplier
Mixed
Cloudberry Communications AB 42
Reality, Ystad, 09/14/12

43. Where and how is Stockholm region in the Swedish Millennium
films?
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44. Sales and exposure
The Girl With The Girl Who The Girl Who Total
the Dragon Played With Kicked the
Fire Hornet’s Nest
Cinema (tickets 10,3 million 6,2 million 3,7 million 20,2 million
sold)
DVD (discs 1,8 million 1,2 million 736 thousand
sold)
DVD (audience 6,4 million 4,2 million 2,6 million 13,3 million
contacts – sold
units times 3.5)
TV (contacts 30 million 30 million 30 million 90 million
per episode)
Total 123 million
contacts
Mixed Reality, Ystad,
09/14/12
Cloudberry Communications AB * YellowBird filmprod. 44

45. Marketing value other channels (international)
Channal Value (estimation)
Press – print and web €11 million
TV and radio €8-11 millon
Ad’s €11 million
Web – others €1 million
Trailers ?
Totalt €34 million
Number of contacts (unique) > €55 million
Mixed
Cloudberry Communications AB 45
Reality, Ystad, 09/14/12

46. 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.)
Mixed
Cloudberry Communications AB 46
Reality, Ystad, 09/14/12

47. 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)
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 47

48. Marketing value for Sweden from 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
(ISK 81 billion)
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.)
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 48

49. “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
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50. The Image of
Sweden in
Media LARSSON
after STIEG
and MILLENNIUM
A media analysis by
Joakim Lind, Cloudberry Communications AB
on behalf of the Swedish Institute
den 20 juni 2012
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51. 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
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52. 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.
Storbritannien | 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.
Storbritannien | The Times (Art and
Mixed Reality, Ystad, 09/14/12 Ents), 2010-08-27:14-15
Cloudberry Communications AB 52

53. The Geography of Sweden – the Millennium‟s storyline
... in contrast with many other fictional
accounts that comment on rural Sweden, Stieg
Larsson depicts the countryside and small-
town life as something threatening – with
remnants of old power structures and large
distances between people.
It is a far cry from
Sven Delblanc‟s, Stig Claesson‟s and
perhaps Astrid Lindgren‟s idealised
depictions of these societies.
Stieg Larsson instead paints a picture of what
happened to these societies, for example
Sven Delblanc’s Hedeby (!), from the Second Segersta bridge in
World War to post-industrialism and beyond. Gävleborg County
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54. Men that hates women – the 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.
Part of the story’s appeal lies in the fact that
an often violent comeuppance is handed out to
the perpetrators.
Storbritannien | The Independent (Arts and
Books), 2010-08-27
he first
Blomkvist has a kind of mission-statement:
s. The "this story is not primarily about spies and
secret government agencies; it's about
ce violence against women, and the men who
tively enable it.
Storbritannien | The Independent, 2009-10-
02, Bad men and the good society, What was
ch if the secret of Stieg Larsson's extraordinary
Mixed Reality, Ystad, 09/14/12
success?, webbversion
Cloudberry Communications AB 54

55. “Most important is the setting. The countries that the Nordic
writers call home are prosperous and organised, a „soft
society‟ according to Mr Nesbo. But the protection offered
by a cradle-to-grave welfare system hides a dark
underside. As Mary Evans points out in her recent
study, „The Imagination of Evil‟, the best Scandinavian
fiction mines the seam that connects the insiders – the rich
and powerful – and the outsiders, represented by the
poor, the exploited and the vulnerable.”
“Larsson is a master at depicting the relationship between
business, social hypocrisy and criminal behaviour, and his
heroes do not want to be rescued through any form of
conventional state intervention.”
Storbritannien | Economist, 2010-03-11, Inspector Norse - Why are Nordic
detective novels so successful?, webbversion
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 55

56. France
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.
Frankrike | Le Monde, 2009-05-10, Jean-Jacques
Larochelle
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57. Russia
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.
Ryssland | CityCelebrity.ru, 2010-10-07, Matari Anna och Dmitri
Tikhonov , Шведская модель для тщательной сборки, webbartikel
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 57

58. 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.
Storbritannien | The Independent, 2009-10-02, What was the
secret of Stieg Larsson’s extraordinary success, webbversion
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 58

59. USA
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? …
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, webbversion
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60. The Sweden-image crackles
”Sweden wants to stand out as an equal society.
But Millennium describes the opposite, with major
differences between the wealthy classes and the most
deprived. The country views itself as neutral on the foreign
policy chess board. Larsson highlights the influence from
dangerous right-wing extremists and of the drawing power
that Nazism had in Sweden during the Second World War.
Above all, the author reveals how those with the most
power use and abuse their own privileges in this so-called
model society.”
Frankrike | Le Monde, 2011-10-07, Samuel Blumenfeld
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61. 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 Tyskland | Tagblatt.se, 2011-03-
nde av gamla demoner och 01, Vor 25 Jahren wurde Olof
datanördarnas kulturella anspråk) Palme ermordet, webbversion
Frankrike | Le Monde, 2012-01-
18, Jacques 09/14/12
Mixed Reality, Ystad, Mandelbaum Cloudberry Communications AB 61

62. he various
ning Western
their urgent
sexuality.
Strong women and
gender role 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
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 62

63. 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, webbversion
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 63

64. …och det är i sig intressant, eftersom man på senare tid allt
oftare ser referenser till att en möjlig utvecklingsväg för Ryssland
är den nordeuropeiska.
Men hur har de det då, där i Norden? För att förstå det finns
det, tror jag, helt enkelt ingen bättre källa än Stieg Larsson.”
Ryssland | kinoUHO,
авторский журнал Варвары Ухорской,
Varvara Uchorskaja, populär rysk filmbloggaren 2011-02-12,
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 64

65. 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
Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 65

66. 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”
Storbritannien | The Guardian, 2011-01-30, Julian
Assange feared he was being followed by US spies, new
book reveals, webbversion
“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.]
Storbritannien | The Guardian, 2010-08-01, Göran
Lindberg and Sweden's dark side, webbversion
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67. Judiciary questioned
Swedish social democracy is she still, or has it
been finally killed by the Millennium
saga, which describes a corrupt society, dark
and violent?
Frankrike | PressEurope 2010-06-
06, Millénium, un miroir déformant, webbversion
In this respect the Swedes who worry about the
subterranean darkness might actually be on to
something. It's just that they're looking in the
wrong place. It's not necessarily in the system, or
the state, or the police, or under the sea. It may
just be in themselves. Whatever the reason Chief
Lindberg may have been driving along with
whips and handcuffs on his way to meet a
teenage girl, the one certainty is that it was not
because he lacked the appropriate training.
Storbritannien | The Guardian, 2010-08-01,
Göran Lindberg and Sweden's dark
side, webbversion
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68. 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.
Storbritannien | The Guardian, 2010-02-21, Stieg
Larsson – by the woman who shared his life
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69. 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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70. 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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71. ”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, webbversion
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72. "This makes one wonder: does Indonesia
need its own Lisbeth Salander?”
Indonesien | The Jakarta Globe, 2012-03-
29, Karim Raslan
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73. Joakim Lind
Cloudberry Communications AB
+46-709-286973
joakim@cloudberry.se
Twitter: @jold
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74. BBC Millennium clip
http://news.bbc.co.uk/2/hi/programmes/fast_
track/9360589.stm
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