SlideShare une entreprise Scribd logo
1  sur  40
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
AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 2 Photo Stephane Martin (CC): http://www.flickr.com/photos/stephanemartin/3109606853/
AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 3
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
CASE THE MILLENNIUM REPORT
Exponeringi media AFCI Cineposium, Paris September 14 2011 6 Cloudberry Communications AB
”[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
”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
AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 9 http://news.bbc.co.uk/2/hi/programmes/fast_track/9360589.stm
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
photo credit: © BBC/Left Bank Pictures/Phil Fisk Wallander tourism… AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 11
AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 12
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.
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
EFFECTS FROM MILLENNIUM FILMS PRODUCTION AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 15
Effectsduring the productionof the 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 ,[object Object],AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 16
MILLENNIUM VISTOR EFFECTS The difficulty to measure the tourist effects… ,[object Object],choosing a destination ,[object Object],– even under same trip ,[object Object]
… http://farm4.static.flickr.com/3077/2501290589_f511489633.jpg?v=0
”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
Cloudberry Communications AB 19 AFCI Cineposium, Paris September 14 2011
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
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
Scenario 2009-2013Stockholms stad
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
”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.”
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
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?
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
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
Where and how is Stockholm region in the Millennium stories? AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 29
AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 30 Appr 17 obvious exposures of Stockholm per film
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
Sales and exposure Cloudberry Communications AB 32 * YellowBirdfilmprod.  AFCI Cineposium, Paris September 14 2011
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
Marketing valueotherchannels (international) Cloudberry Communications AB 34 AFCI Cineposium, Paris September 14 2011
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
Probably just the beginning… AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 36
http://dragontattoo.com/ AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 37
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
USE AND COMMUNICATE THE RESULTS AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 39

Contenu connexe

Similaire à The Millennium Report and How to evaluate and communicate the economic impact and marketing value for regions through feature films AFCI Cineposium 09/14/11 Paris

Letter to european ministers for culture staatsminister neumann
Letter to european ministers for culture staatsminister neumannLetter to european ministers for culture staatsminister neumann
Letter to european ministers for culture staatsminister neumannDomenico La Porta
 
Cinema City Multiplexes Romania
Cinema City Multiplexes RomaniaCinema City Multiplexes Romania
Cinema City Multiplexes RomaniaDianaPopescu
 
Focus on animation
Focus on animationFocus on animation
Focus on animationampegarr
 
Dissertation: Film Induced Tourism: TV Series
Dissertation: Film Induced Tourism: TV SeriesDissertation: Film Induced Tourism: TV Series
Dissertation: Film Induced Tourism: TV SeriesJorden Hellemans
 
Post event Press Release
Post event Press ReleasePost event Press Release
Post event Press Releasemarkreid1895
 
FOCUS 2008 World Film Market Trend
FOCUS 2008 World Film Market TrendFOCUS 2008 World Film Market Trend
FOCUS 2008 World Film Market Trendwurld
 
Think_Creative_24pp_WITH DIAG_LR_EM_FINAL_PACK
Think_Creative_24pp_WITH DIAG_LR_EM_FINAL_PACKThink_Creative_24pp_WITH DIAG_LR_EM_FINAL_PACK
Think_Creative_24pp_WITH DIAG_LR_EM_FINAL_PACKMathew Faulkner
 
The Millennium Report - economic value for Stockholm
The Millennium Report - economic value for StockholmThe Millennium Report - economic value for Stockholm
The Millennium Report - economic value for StockholmPer Holmlund
 
Europeana Creative: Creative re-use of cultural heritage
Europeana Creative: Creative re-use of cultural heritageEuropeana Creative: Creative re-use of cultural heritage
Europeana Creative: Creative re-use of cultural heritageLizzy Komen
 
Videomapping & interactivity training
Videomapping & interactivity trainingVideomapping & interactivity training
Videomapping & interactivity trainingAnome
 
ANIMATION FILM FESTIVALS ROUND THE WORLD
ANIMATION FILM FESTIVALS ROUND THE WORLDANIMATION FILM FESTIVALS ROUND THE WORLD
ANIMATION FILM FESTIVALS ROUND THE WORLDAnimation Kolkata
 
Presentacion cervantes toniroig
Presentacion cervantes toniroigPresentacion cervantes toniroig
Presentacion cervantes toniroigToniTeki
 
ChIMERA International Conference and Investment Forum of Creative and Cultura...
ChIMERA International Conference and Investment Forum of Creative and Cultura...ChIMERA International Conference and Investment Forum of Creative and Cultura...
ChIMERA International Conference and Investment Forum of Creative and Cultura...Informest
 
Short Form Film: Text & Exhibition
Short Form Film: Text & ExhibitionShort Form Film: Text & Exhibition
Short Form Film: Text & Exhibitionrussellsmeaton
 
The impact of film-induced tourism on the hotel business.
The impact of film-induced tourism on the hotel business.The impact of film-induced tourism on the hotel business.
The impact of film-induced tourism on the hotel business.Mathilde Gaudin
 

Similaire à The Millennium Report and How to evaluate and communicate the economic impact and marketing value for regions through feature films AFCI Cineposium 09/14/11 Paris (20)

Letter to european ministers for culture staatsminister neumann
Letter to european ministers for culture staatsminister neumannLetter to european ministers for culture staatsminister neumann
Letter to european ministers for culture staatsminister neumann
 
Cinema City Multiplexes Romania
Cinema City Multiplexes RomaniaCinema City Multiplexes Romania
Cinema City Multiplexes Romania
 
Focus on animation
Focus on animationFocus on animation
Focus on animation
 
Berlin film festival
Berlin film festival Berlin film festival
Berlin film festival
 
Dissertation: Film Induced Tourism: TV Series
Dissertation: Film Induced Tourism: TV SeriesDissertation: Film Induced Tourism: TV Series
Dissertation: Film Induced Tourism: TV Series
 
Post event Press Release
Post event Press ReleasePost event Press Release
Post event Press Release
 
FOCUS 2008 World Film Market Trend
FOCUS 2008 World Film Market TrendFOCUS 2008 World Film Market Trend
FOCUS 2008 World Film Market Trend
 
Cinema, between culture and industry
Cinema, between culture and industryCinema, between culture and industry
Cinema, between culture and industry
 
Think_Creative_24pp_WITH DIAG_LR_EM_FINAL_PACK
Think_Creative_24pp_WITH DIAG_LR_EM_FINAL_PACKThink_Creative_24pp_WITH DIAG_LR_EM_FINAL_PACK
Think_Creative_24pp_WITH DIAG_LR_EM_FINAL_PACK
 
The Millennium Report - economic value for Stockholm
The Millennium Report - economic value for StockholmThe Millennium Report - economic value for Stockholm
The Millennium Report - economic value for Stockholm
 
Europeana Creative: Creative re-use of cultural heritage
Europeana Creative: Creative re-use of cultural heritageEuropeana Creative: Creative re-use of cultural heritage
Europeana Creative: Creative re-use of cultural heritage
 
Videomapping & interactivity training
Videomapping & interactivity trainingVideomapping & interactivity training
Videomapping & interactivity training
 
Mongol messenger March 2020
Mongol messenger March 2020Mongol messenger March 2020
Mongol messenger March 2020
 
432 Movie Tour
432 Movie Tour432 Movie Tour
432 Movie Tour
 
ANIMATION FILM FESTIVALS ROUND THE WORLD
ANIMATION FILM FESTIVALS ROUND THE WORLDANIMATION FILM FESTIVALS ROUND THE WORLD
ANIMATION FILM FESTIVALS ROUND THE WORLD
 
Presentacion cervantes toniroig
Presentacion cervantes toniroigPresentacion cervantes toniroig
Presentacion cervantes toniroig
 
ChIMERA International Conference and Investment Forum of Creative and Cultura...
ChIMERA International Conference and Investment Forum of Creative and Cultura...ChIMERA International Conference and Investment Forum of Creative and Cultura...
ChIMERA International Conference and Investment Forum of Creative and Cultura...
 
Short Form Film: Text & Exhibition
Short Form Film: Text & ExhibitionShort Form Film: Text & Exhibition
Short Form Film: Text & Exhibition
 
The impact of film-induced tourism on the hotel business.
The impact of film-induced tourism on the hotel business.The impact of film-induced tourism on the hotel business.
The impact of film-induced tourism on the hotel business.
 
QUIDOS animation presentation
QUIDOS animation presentationQUIDOS animation presentation
QUIDOS animation presentation
 

Plus de Cloudberry Communications AB

Trender & framtidsspaning – hur kommer vårt kultursamhälle se ut inom den när...
Trender & framtidsspaning – hur kommer vårt kultursamhälle se ut inom den när...Trender & framtidsspaning – hur kommer vårt kultursamhälle se ut inom den när...
Trender & framtidsspaning – hur kommer vårt kultursamhälle se ut inom den när...Cloudberry Communications AB
 
Kulturturism – hur kan vi arbeta med det i praktiken och vad det genererar
Kulturturism – hur kan vi arbeta med det i praktiken och vad det genererarKulturturism – hur kan vi arbeta med det i praktiken och vad det genererar
Kulturturism – hur kan vi arbeta med det i praktiken och vad det genererarCloudberry Communications AB
 
Do’s and dont’s when a crisis hits social media
Do’s and dont’s when a crisis hits social mediaDo’s and dont’s when a crisis hits social media
Do’s and dont’s when a crisis hits social media Cloudberry Communications AB
 
Regional effects and values from the Millennium films & the image of Sweden i...
Regional effects and values from the Millennium films & the image of Sweden i...Regional effects and values from the Millennium films & the image of Sweden i...
Regional effects and values from the Millennium films & the image of Sweden i...Cloudberry Communications AB
 
Ekonomiska effekter och exponeringsvärdet för Stockholm, Sörmland och Nyköpi...
Ekonomiska effekter och exponeringsvärdet  för Stockholm, Sörmland och Nyköpi...Ekonomiska effekter och exponeringsvärdet  för Stockholm, Sörmland och Nyköpi...
Ekonomiska effekter och exponeringsvärdet för Stockholm, Sörmland och Nyköpi...Cloudberry Communications AB
 

Plus de Cloudberry Communications AB (14)

Film Tourism Expanded
Film Tourism Expanded Film Tourism Expanded
Film Tourism Expanded
 
Trender & framtidsspaning – hur kommer vårt kultursamhälle se ut inom den när...
Trender & framtidsspaning – hur kommer vårt kultursamhälle se ut inom den när...Trender & framtidsspaning – hur kommer vårt kultursamhälle se ut inom den när...
Trender & framtidsspaning – hur kommer vårt kultursamhälle se ut inom den när...
 
Kulturens roll - Trender och framtidsspaning
Kulturens roll - Trender och framtidsspaningKulturens roll - Trender och framtidsspaning
Kulturens roll - Trender och framtidsspaning
 
Kultur som magnet
Kultur som magnet Kultur som magnet
Kultur som magnet
 
Miljoteknik på besök 20120321
Miljoteknik på besök 20120321Miljoteknik på besök 20120321
Miljoteknik på besök 20120321
 
Brottsplats Kiruna
Brottsplats KirunaBrottsplats Kiruna
Brottsplats Kiruna
 
Kulturturism – hur kan vi arbeta med det i praktiken och vad det genererar
Kulturturism – hur kan vi arbeta med det i praktiken och vad det genererarKulturturism – hur kan vi arbeta med det i praktiken och vad det genererar
Kulturturism – hur kan vi arbeta med det i praktiken och vad det genererar
 
Do’s and dont’s when a crisis hits social media
Do’s and dont’s when a crisis hits social mediaDo’s and dont’s when a crisis hits social media
Do’s and dont’s when a crisis hits social media
 
Sweden beyond the Millennium and Stieg Larsson
Sweden beyond the Millennium and Stieg LarssonSweden beyond the Millennium and Stieg Larsson
Sweden beyond the Millennium and Stieg Larsson
 
Regional effects and values from the Millennium films & the image of Sweden i...
Regional effects and values from the Millennium films & the image of Sweden i...Regional effects and values from the Millennium films & the image of Sweden i...
Regional effects and values from the Millennium films & the image of Sweden i...
 
Ekonomiska effekter och exponeringsvärdet för Stockholm, Sörmland och Nyköpi...
Ekonomiska effekter och exponeringsvärdet  för Stockholm, Sörmland och Nyköpi...Ekonomiska effekter och exponeringsvärdet  för Stockholm, Sörmland och Nyköpi...
Ekonomiska effekter och exponeringsvärdet för Stockholm, Sörmland och Nyköpi...
 
Inga Lindström och f
Inga Lindström och fInga Lindström och f
Inga Lindström och f
 
Reklamfilmsrapporten
Reklamfilmsrapporten Reklamfilmsrapporten
Reklamfilmsrapporten
 
Millenniumrapporten
MillenniumrapportenMillenniumrapporten
Millenniumrapporten
 

Dernier

20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdfChris Skinner
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...Operational Excellence Consulting
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckHajeJanKamps
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfRbc Rbcua
 
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...ssuserf63bd7
 
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in  PhilippinesEntrepreneurship lessons in  Philippines
Entrepreneurship lessons in PhilippinesDavidSamuel525586
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...SOFTTECHHUB
 
BAILMENT & PLEDGE business law notes.pptx
BAILMENT & PLEDGE business law notes.pptxBAILMENT & PLEDGE business law notes.pptx
BAILMENT & PLEDGE business law notes.pptxran17april2001
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024Adnet Communications
 
Darshan Hiranandani [News About Next CEO].pdf
Darshan Hiranandani [News About Next CEO].pdfDarshan Hiranandani [News About Next CEO].pdf
Darshan Hiranandani [News About Next CEO].pdfShashank Mehta
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdfMintel Group
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers referencessuser2c065e
 
Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxappkodes
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxRakhi Bazaar
 
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFGuide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFChandresh Chudasama
 
Supercharge Your eCommerce Stores-acowebs
Supercharge Your eCommerce Stores-acowebsSupercharge Your eCommerce Stores-acowebs
Supercharge Your eCommerce Stores-acowebsGOKUL JS
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfJamesConcepcion7
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...Hector Del Castillo, CPM, CPMM
 
Driving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerDriving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerAggregage
 
Effective Strategies for Maximizing Your Profit When Selling Gold Jewelry
Effective Strategies for Maximizing Your Profit When Selling Gold JewelryEffective Strategies for Maximizing Your Profit When Selling Gold Jewelry
Effective Strategies for Maximizing Your Profit When Selling Gold JewelryWhittensFineJewelry1
 

Dernier (20)

20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf20200128 Ethical by Design - Whitepaper.pdf
20200128 Ethical by Design - Whitepaper.pdf
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deck
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
 
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
Horngren’s Financial & Managerial Accounting, 7th edition by Miller-Nobles so...
 
Entrepreneurship lessons in Philippines
Entrepreneurship lessons in  PhilippinesEntrepreneurship lessons in  Philippines
Entrepreneurship lessons in Philippines
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
 
BAILMENT & PLEDGE business law notes.pptx
BAILMENT & PLEDGE business law notes.pptxBAILMENT & PLEDGE business law notes.pptx
BAILMENT & PLEDGE business law notes.pptx
 
TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024TriStar Gold Corporate Presentation - April 2024
TriStar Gold Corporate Presentation - April 2024
 
Darshan Hiranandani [News About Next CEO].pdf
Darshan Hiranandani [News About Next CEO].pdfDarshan Hiranandani [News About Next CEO].pdf
Darshan Hiranandani [News About Next CEO].pdf
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers reference
 
Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptx
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
 
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFGuide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDF
 
Supercharge Your eCommerce Stores-acowebs
Supercharge Your eCommerce Stores-acowebsSupercharge Your eCommerce Stores-acowebs
Supercharge Your eCommerce Stores-acowebs
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdf
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
 
Driving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon HarmerDriving Business Impact for PMs with Jon Harmer
Driving Business Impact for PMs with Jon Harmer
 
Effective Strategies for Maximizing Your Profit When Selling Gold Jewelry
Effective Strategies for Maximizing Your Profit When Selling Gold JewelryEffective Strategies for Maximizing Your Profit When Selling Gold Jewelry
Effective Strategies for Maximizing Your Profit When Selling Gold Jewelry
 

The Millennium Report and How to evaluate and communicate the economic impact and marketing value for regions through feature films AFCI Cineposium 09/14/11 Paris

  • 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/
  • 3. AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 3
  • 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
  • 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
  • 12. AFCI Cineposium, Paris September 14 2011 Cloudberry Communications AB 12
  • 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
  • 16.
  • 17.
  • 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
  • 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
  • 41. AFCI Cineposium, Paris September 14 2011 40
  • 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