How Two TV Series Generated Economic and Regional Value in Kiruna and Norrbotten
Yesterday in Kiruna, I had the opportunity to present our newly released report on the economic effects and regional value creation linked to two major TV productions filmed in Norrbotten: Midnattssol (Midnight Sun / Jour Polaire) and Rebecka Martinsson. The seminar coincided with the premiere of Midnattssol, making the discussion particularly timely.
The study, commissioned by Filmpool Nord and conducted between April and October 2016, examines not only the direct and indirect economic effects of large-scale TV productions, but also the broader place-related values generated by film narratives. Beyond production spending, employment and regional turnover, film and television increasingly function as narrative infrastructures for places, shaping perceptions, strengthening regional identities and, in some cases, stimulating film-induced tourism.
Later in the evening, at the gala dinner, I had the pleasure of meeting the series’ creators and directors, Måns Mårlind and Björn Stein, as well as artist and cultural ambassador Sofia Jannok. It was a timely reminder that successful place-based storytelling is always the result of close interaction between creative talent, local culture, and regional production ecosystems.
One of the key insights from the report is that the long-term value of film production cannot be reduced to short-term visitor numbers alone. Even when the effects of tourism remain uncertain, strong place-based storytelling can contribute to sustained visibility, cultural capital, and strategic positioning for regions such as Kiruna and Norrbotten, both nationally and internationally.
With the premiere now behind us, the coming months will be particularly interesting as audience reception, international distribution, and longer-term effects begin to unfold.
Case Studies on the Economics of Five Film Productions with a Stockholm Connection – and the Potential Impact of a Film Fund in Stockholm
A Dive into Swedish Cinema and Stockholm’s Unique Position
Swedish film has seen a wave of success in recent years, with a large number of domestic productions reaching audiences each year. Yet, despite this success, film production remains financially risky, with funding being a central challenge.
Historically, Stockholm, home to the iconic Filmstaden in Råsunda, was once an international model for film production, associated with legendary names like Greta Garbo and Victor Sjöström. However, since the early 2000s, production has gradually shifted from Stockholm to regional film centres such as Film i Skåne and Film i Väst, driven in part by EU policies promoting regional clusters and creative industries.
This regionalisation has resulted in Stockholm, despite being home to 80% of the country’s filmmakers, lacking its own film fund, something other Swedish regions already offer. As a result, many productions, both domestic and international, choose to film elsewhere.
Interestingly, even major Swedish productions are sometimes filmed abroad, motivated by cost efficiency or specific environmental requirements. Stockholm now faces the challenge of not only being a beautiful and functional film city, but also of remaining economically competitive with other regions and global cities.
Nevertheless, Stockholm boasts a strong infrastructure and deep creative talent, making it an ideal candidate to become the film capital of Sweden and the Nordic region. With world-class resources like Stiller Studios and Chimney Pot, already attracting international productions, the city has the potential to become a central hub for European film production.
This report presents five case studies of Swedish film productions linked to Stockholm but produced elsewhere and explores the economic importance of establishing a film fund in Stockholm. The producers interviewed emphasize the need for such a fund to retain and attract production to the region.
The films analysed, including Monica Z and Gentlemen and Gangsters, demonstrate how a Stockholm-based film fund could deliver substantial economic benefits — not only through regional turnover but also as a catalyst for employment and creative growth.
Given the proven success of similar initiatives in regions such as Film i Väst, it is clear that a fund would not only strengthen the local economy but also bolster Stockholm’s role as a central player in the European film industry.
In conclusion, the report highlights the importance of a Stockholm film fund offering both “hard” and “soft” financing — allowing producers to retain equity and helping to build a dynamic, sustainable film sector in the region.
Press Release from Invest Stockholm:
“A film fund of 26 million SEK generates regional turnover in Stockholm of between 40–90 million SEK. This is the conclusion of a report from Stockholm Business Region based on case studies of five film productions and the economic significance of a film fund in Stockholm. The lack of a film fund means Stockholm is missing out on millions of SEK in revenue and job creation.”
On behalf of the Swedish Environmental Protection Agency (Naturvårdsverket), I had the opportunity to lead an extensive assignment in late 2008 through Cloudberry Communications, examining how Sweden’s national parks are understood, experienced, and valued by the public and selected stakeholder groups. The resulting report, delivered in December 2008, aimed to inform future development of a unified identity for Sweden’s national parks—a task that required both analytical rigour and cultural sensitivity.
Our work was commissioned as part of Naturvårdsverket’s broader ambition to strengthen the national parks’ profile in connection with the 100th anniversary of Sweden’s first national parks, established in 1909. The objective was not only to assess public awareness or visitation statistics, but to provide a deeper understanding of the symbolic, practical and emotional meanings associated with national parks. The report subsequently served as the basis for a national design competition launched in 2009.
The Analytical Framework
The assignment was carried out through a combination of qualitative and quantitative methods. These included in-depth interviews, focus groups, workshops, and a nationwide survey. Fieldwork was also central to the approach: we visited several national parks across Sweden and spoke directly with visitors, local stakeholders, and park managers. This gave us a grounded, place-sensitive perspective on how the parks are encountered in practice and the values and expectations they inspire.
The analysis was framed by a recognition that Sweden’s national parks serve multiple roles simultaneously: as protected natural habitats, public recreational spaces, and symbols of national and ecological identity. These overlapping roles demand a communication strategy that is both nuanced and accessible—one that can engage different audiences without compromising on substance.
Key Findings:
High General Support, Low Specific Awareness: While the idea of national parks enjoyed strong public approval, few participants could accurately distinguish them from other forms of nature protection. The concept of a “national park” was often interpreted more broadly than its legal and ecological definition.
Barriers to Visitation: Many respondents expressed a desire to visit national parks more often but cited practical barriers such as travel distance, unclear information, or a perception that the parks were primarily for “serious” nature enthusiasts. Families with children, new Swedes, and younger urban residents in particular expressed uncertainty about what the parks offered.
Symbolic Importance for Stakeholders: For environmental organisations and park managers, the parks were seen as the “crown jewels” of nature conservation in Sweden—flagship areas that deserved greater recognition and a stronger public profile.
Support for a Shared Identity: Across both public and professional audiences, there was significant support for a more coherent and recognisable identity for the national parks. Such an identity was seen as key to increasing engagement, strengthening legitimacy, and differentiating the parks within a broader landscape of protected areas.
Desirable Identity Attributes: Respondents emphasised values such as authenticity, ecological integrity, knowledge, accessibility, and inspiration. These values provided a narrative and visual framework for the identity development that followed.
Taken together, the findings underscore the need for a strategic identity that conveys both the uniqueness and unity of Sweden’s national parks—anchored in scientific credibility, yet emotionally resonant and publicly inviting.
From Analysis to Implementation: The Identity Competition
In spring 2009, Naturvårdsverket launched a national design competition to develop a visual and communicative identity for the parks, grounded in the insights provided by our report. Five multidisciplinary teams were selected through a prequalification process, and the competition brief was explicitly based on the analytical framework we had developed.
In November 2009, the jury announced the winning proposal: Kronjuveler (Crown Jewels), submitted by Happy F&B in collaboration with White Arkitekter and Forsman & Bodenfors Factory. The proposal was praised for its clarity, warmth, and operability. It successfully reinterpreted the existing snowflake symbol—long associated with protected nature in Sweden—into a crown motif that conveyed both national pride and natural splendour.
“The proposal is operational and communicates with joy and engagement,” the jury concluded. “It is simple to understand and can be used across multiple contexts.”
The Kronjuveler concept was subsequently adopted as the new identity platform for Sweden’s national parks, setting a new standard for how protected nature could be communicated in a contemporary, accessible and symbolically rich way.
Dagens Media previewed the initiative in September 2008: Nationalparkerna ska få gemensam identitet
