The value of the exposure of Skåne in 'The Best of Mothers'

Summary (The main document is written in Swedish)

Can Finnish films be used to promote Skåne?
The value of the exposure of Skåne in 'The Best of Mothers'
and the film's eff... (More) Summary (The main document is written in Swedish)

Can Finnish films be used to promote Skåne?
The value of the exposure of Skåne in 'The Best of Mothers'
and the film's effect on the tourist industry.

Mother of Mine is a Finnish film, directed by Klaus Härö, which was filmed mainly on location in Skåne, at Ystad studios. The film was produced in cooperation with Film i Skåne. The film premiered in Finland and Sweden in autumn 2005.

The film has received awards at a number of festivals, including at Cairo, Tallinn and Toronto, and the film has been sold in Spain, Portugal, India, China and the whole of Latin America and the distributors are currently negotiating in the United States, Germany and France. The film is likely to be shown on a number of further markets.

Skåne is quite visible in Mother of Mine, both in the dialogue and the locations. Through the film, an audience of millions will be exposed to Skåne. Awareness of Skåne and its location will increase among those who see the film. The film will encourage tourists to visit the region.

The aim of this analysis is to calculate the marketing value for Skåne of Mother of Mine. It will also predict the effect of the film on the number of tourists visiting the region. The report has been produced for the Oresund Film Commission and Position Skåne.

The marketing value of Mother of Mine is 798 million kronor calculated on the film reaching an audience of 50 million contacts during the period 2006-2008. The potential value of the film if the audiences are above or below 50 million have also been calculated (from 1-100 million contacts). It is probable that a successful Nordic film that, among other exposures, is shown on TV in China and India will reach an audience of at least 50 million contacts globally during the period.

The calculation of the marketing value of the film for the region is based on analysis of the parts of the film in which the link to Skåne is clear. These parts of the film include scenes featuring views, dialogue or something else which is obviously linked to Skåne or which can appear attractive to prospective tourists.

Skåne features a considerable number of times in Mother of Mine, and the analysis is based on 70 points in the film at which Skåne is featured.

The marketing value of the film has been calculated with caution. The true value of the film is undoubtedly higher, but given the number of uncertain variables and to avoid exaggerating the results, this report has chosen to underestimate rather than overestimate throughout.

The film’s predicted effect on tourism is to increase the number of foreign tourists by 3 percent and the number of domestic Swedish tourists by 2 percent. This means an overall rise in tourist numbers by 2.17 percent in the first year, and 6.7 percent between 2006 and 2008. This increase corresponds to 345,919 commercial guest nights.

An alternative measurement is the effect on income for the region. By this model, the region’s turnover from tourism increases by 492-830 million kronor.
…
Valuations and prognosis undertaken by Joakim Lind, Cloudberry Communications AB on behalf of Region Skåne, Position Skåne och Oresund Film Commission.

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