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Regional effects and values from the Millennium films & the image of Sweden in media after Stieg Larsson and the Millennium

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

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

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  • 1. Mixed Reality, Ystad, 09/14/12 Joakim Lind, CloudberryRegional Effects and Values from the Millennium films & The Image of Sweden afterStieg 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 strengtheningMixed Reality, Ystad, Cloudberry Communications AB 209/14/12
  • 3. ”Fiction tourism”Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 3
  • 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 ImmigrationMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 5
  • 6. The PhenomenonMixed Reality, Ystad, Cloudberry Communications AB 609/14/12
  • 7. Swedish authors web trendsMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 7
  • 8. Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 8
  • 9. Google TrendsMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 9
  • 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, Cloudberry Communications AB 1009/14/12
  • 11. Copies sold (market examples)Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 11
  • 12. http://www.yellowbird.se/index.php?option=com_seyret&task=videodirectlink&id=201&Itemid=6Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 12
  • 13. The Stories The Author The Externals A male author writing aboutmen that hates women - strong Interesting biography in Actual contemporaryand unexpected message and combination with ”late” occurences that connects to messenger debute and exceptional success the MillenniumStrong 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 Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 13 stregthen each other
  • 14. Biographies and books about..Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 14
  • 15. Exponering i mediaMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 15
  • 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 2011Mixed 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 Larssons trilogy (The Girl With The Dragon Tatoo, The Girl Who Played With Fire, & The Girl Who Kicked The Hornets 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 2012Mixed 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, webbversionMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 19
  • 20. ”[I read] Stieg Larssons trilogy, with same happinessand excitement febrile children and adolescents whoread the series of Dumas Musketeers or the novels ofDickens and Victor Hugo, wondering at every turn thepage "What now, what will happen?"” Welcome to the immortality of fiction, LisbethSalander!”Mario Vargas Llosa, El Pais09/06/09Mixed 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)Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 21
  • 22. Values from the Millennium film productionsMixed Cloudberry Communications AB 22Reality, 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 StudyMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 23
  • 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 Cloudberry Communications AB 24Reality, Ystad, 09/14/12
  • 25. Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 25
  • 26. Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 26
  • 27. The VisitorsMixed Cloudberry Communications AB 27Reality, Ystad, 09/14/12
  • 28. Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 28
  • 29. Erik G Svensson - Stockholm Visitors BoardMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 29
  • 30. Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 30
  • 31. ”We have definitely noticed an increasedinterest from tourists. Every day at least 5-10guests ask about the films. After that weparticipated in a documentary on Germantelevision channel ZDF came 100 people(genuine film tourists) within three weeks.American NBC had a feature and after itpopped up a lot of Americans.”... ”We believe in a new boost after theAmerican film premiered.”Anders Persson, Mellqvist Kaffebar, March2011 Mixed Cloudberry Communications AB 31 Reality, Ystad, 09/14/12
  • 32. Mixed Cloudberry Communications AB 32Reality, Ystad, 09/14/12
  • 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 MillenniumMixed Cloudberry Communications AB 33Reality, 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 34Reality, 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 stadTyskland 311 881 1,0% 3 119 3150 1,5% 4772 4844Danmark 125 464 1,0% 1 255 1267 1,0% 1280 1293Norge 175 582 1,0% 1 756 1773 1,0% 1791 1809Finland 144 826 1,0% 1 448 1463 1,0% 1477 1492Storbritanni 256 526 1,5% 1,5%en 3 848 3906 3964 4024Holland 82 933 1,0% 829 838 1,0% 846 854USA 186 191 1,5% 2 793 2835 2,0% 3836 3913Frankrike 133 293 3,0% 3 999 4119 3,0% 4242 4370Italien 179 604 3,0% 5 388 5550 3,0% 5716 5888Spanien 107 880 2,0% 2 158 2201 2,0% 2245 2290Sverige 3 697 021 0,5% 18 485 18578 0,5% 18670 18764Övriga 881 857 0,5% 1,0%länder 4 409 4431 8907 8996Totalt 6 283 058 49 487 50109 57748 58536Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 35
  • 36. Scenario 2009-2013 - Stockholms stadScenario 2009-2013 Guest nights increase Guest nights totalMillennium effects (total)2009-2010 49 487 6 332 5452010-2011 50 109 6 382 6542011-2012 57 748 6 440 4022012-2013 58 536 6 498 938TOTAL INCREASE: 215 880Increase 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 3609/14/12
  • 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 regionMixed Cloudberry Communications AB 38Reality, Ystad, 09/14/12
  • 39. MARKETING VALUE FOR STOCKHOLMFROM 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 itinerariesMixed 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 HolidaysMixed 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 valueMixed Reality, Ystad, Cloudberry Communications AB 4109/14/12
  • 42. Contact cost * sum of contacs = Marketing valueWhat would the costbe for a regionalpromoter(brand, inwardinvestments ortourism) to buy ad’sgiving the samemarketing value as theexposure in the film?* no multiplierMixed Cloudberry Communications AB 42Reality, Ystad, 09/14/12
  • 43. Where and how is Stockholm region in the Swedish Millennium films?Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 43
  • 44. Sales and exposure The Girl With The Girl Who The Girl Who Total the Dragon Played With Kicked the Fire Hornet’s NestCinema (tickets 10,3 million 6,2 million 3,7 million 20,2 millionsold)DVD (discs 1,8 million 1,2 million 736 thousandsold)DVD (audience 6,4 million 4,2 million 2,6 million 13,3 millioncontacts – soldunits times 3.5)TV (contacts 30 million 30 million 30 million 90 millionper episode)Total 123 million contactsMixed 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 millionTV and radio €8-11 millonAd’s €11 millionWeb – others €1 millionTrailers ?Totalt €34 millionNumber of contacts (unique) > €55 millionMixed Cloudberry Communications AB 45Reality, 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 lowestvalue if the choice has been between two or more values with modestly counted Stockholm exposures and no multiplier.)Mixed Cloudberry Communications AB 46Reality, 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 societyMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 49
  • 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 2012Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 50
  • 51. In Larssons 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, Were All Swedes NowMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 51
  • 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 Larssons 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 andMixed 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 fictionalaccounts that comment on rural Sweden, StiegLarsson depicts the countryside and small-town life as something threatening – withremnants of old power structures and largedistances between people.It is a far cry fromSven Delblanc‟s, Stig Claesson‟s andperhaps Astrid Lindgren‟s idealiseddepictions of these societies.Stieg Larsson instead paints a picture of whathappened to these societies, for exampleSven Delblanc’s Hedeby (!), from the Second Segersta bridge inWorld War to post-industrialism and beyond. Gävleborg County Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 53
  • 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), 2010-08-27he first Blomkvist has a kind of mission-statement:s. The "this story is not primarily about spies and secret government agencies; its aboutce violence against women, and the men whotively enable it. Storbritannien | The Independent, 2009-10- 02, Bad men and the good society, What wasch if the secret of Stieg Larssons extraordinary Mixed Reality, Ystad, 09/14/12 success?, webbversion Cloudberry Communications AB 54
  • 55. “Most important is the setting. The countries that the Nordicwriters call home are prosperous and organised, a „softsociety‟ according to Mr Nesbo. But the protection offeredby a cradle-to-grave welfare system hides a darkunderside. As Mary Evans points out in her recentstudy, „The Imagination of Evil‟, the best Scandinavianfiction mines the seam that connects the insiders – the richand powerful – and the outsiders, represented by thepoor, the exploited and the vulnerable.”“Larsson is a master at depicting the relationship betweenbusiness, social hypocrisy and criminal behaviour, and hisheroes do not want to be rescued through any form ofconventional state intervention.”Storbritannien | Economist, 2010-03-11, Inspector Norse - Why are Nordicdetective novels so successful?, webbversionMixed 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 LarochelleMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 56
  • 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, webbartikelMixed 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 Stiegs serious concerns. And if that isnt a mark of real literature, I dont know what is. Storbritannien | The Independent, 2009-10-02, What was the secret of Stieg Larsson’s extraordinary success, webbversionMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 58
  • 59. USA In Larssons 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, its very different from the heavily regulated "peoples home" of myth. USA | Foreign Policy, 2010-05-26, Were All Swedes Now, webbversionMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 59
  • 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 BlumenfeldMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 60
  • 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 SucheDen förödande skandinaviska nach Motiven und potenziellenisolationismen (som man kan se i Tätern, die FahndungspannenIngmar Bergmans verk eller, mer der Polizei und Komplottheorienhandgripligt, hos Anders Behring schufen eine Düsternis, wie sieBreivik (sic!)) tillsammans med en sich auch ein Henning Mankellcocktailblandning 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 Olofdatanördarnas kulturella anspråk) Palme ermordet, webbversionFrankrike | Le Monde, 2012-01-18, Jacques 09/14/12Mixed Reality, Ystad, Mandelbaum Cloudberry Communications AB 61
  • 62. he variousning Westerntheir urgentsexuality. Strong women and gender role questioned Larssons 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, its 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, webbversionMixed 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 andTourism 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 hes 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 Swedens dark side, webbversionMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 66
  • 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. Its just that theyre looking in the wrong place. Its 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 Swedens dark side, webbversionMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 67
  • 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 dont 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 lifeMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 69
  • 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).Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 70
  • 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”.Mixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 71
  • 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, webbversionMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 73
  • 72. "This makes one wonder: does Indonesia need its own Lisbeth Salander?” Indonesien | The Jakarta Globe, 2012-03- 29, Karim RaslanMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 74
  • 73. Joakim Lind Cloudberry Communications AB +46-709-286973 joakim@cloudberry.se Twitter: @joldMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 75
  • 74. BBC Millennium cliphttp://news.bbc.co.uk/2/hi/programmes/fast_track/9360589.stmMixed Reality, Ystad, 09/14/12 Cloudberry Communications AB 76