Spotlight on Sweden: The Resilience of Cinema Exhibitors

June 16, 2025 – By Chad Kennerk

As the European cinema sector gradually recovers from a challenging period marked by the COVID-19 pandemic, Sweden stands out as a compelling case study in the evolution of theatrical exhibition. After experiencing a staggering box office contraction of over 64% in 2020, the Swedish market has been on the mend, showing signs of resilience and innovation amid recent industry challenges.

Recovery and Market Dynamics

Despite a sharp decline during the pandemic, Sweden's cinema landscape demonstrated remarkable adaptability. The number of screens in Sweden has steadily increased since 2019, with significant operational adjustments made in response to shifting audience preferences. While Sweden remained technically open during the pandemic, the viability of commercial cinema operations was heavily impacted. Svenska Bio, one of Sweden’s largest cinema chains, navigated this period by implementing flexible viewing options, such as private screenings and on-demand cinema model, which allowed it to become Europe’s top-grossing chain temporarily.

Recent statistics highlight that, in 2023, Swedish cinemas saw admissions reach approximately 11.2 million, generating a box office revenue of around SEK 1.55 million. However, the upward trend seemed to stall in 2024, with admissions falling to 10.3 million and revenue dipping to SEK 1.42 million. Although these figures still lag behind pre-pandemic levels, they reveal a market recalibrating and finding its footing again.

The Rise of Local Content

One of the noteworthy trends in Sweden's film sector is the increasing share of local content in the box office. As of 2024, the national films' market share climbed to approximately 22.9%, a substantial increase of 7.9% from the previous year. Local titles such as The Last Journey, which became the most-watched documentary in Swedish cinema history, demonstrate the growing appetite for homegrown stories. The achievements of international blockbusters like Top Gun: Maverick, Barbie, and Oppenheimer further contributed to the recovery, indicating that the market's rebirth relies on a mix of local and global appeal.

Insights from Industry Leaders

To gain a deeper understanding of the current state of the Swedish cinema market, Boxoffice Pro spoke with executives from three of the country’s leading exhibitors: Sanjay Mistry of Filmstaden, Peter Fornstam of Svenska Bio, and Asger Flygare Bech-Thomsen of Nordisk Film Cinemas.

The Unique Nature of Swedish Cinema

Sanjay Mistry described Sweden as a progressive market, where audiences are tech-savvy and culturally curious. Despite its small size, the country boasts a high number of cinema screens, which contributes to a rich cinematic experience. On the other hand, Peter Fornstam pointed out that the geographical distribution of screens presents challenges in less populated areas where local films are essential for sustaining cinema operations.

Operational Recovery and Audience Engagement

In discussing the recovery of their respective companies post-pandemic, the executives recognized the importance of appealing to families and younger audiences, particularly for blockbuster releases. They noted challenges such as the gap in new titles and the need for more midsized content to attract a wider demographic. Asger Flygare Bech-Thomsen emphasized that Sweden experienced the slowest recovery in Scandinavia, hinting that existing trends existed prior to the pandemic.

Enhancing Local Film Production

The conversation delved into the support needed for local films. Peter Fornstam criticized previous funding strategies at the Swedish Film Institute and the necessity for more public investment in local production to help regain market share, which he argued should be closer to 25% like other Nordic nations. Meanwhile, the executives underscored the importance of enhancing quality screenwriting and the creation of marketing strategies that resonate with younger audiences.

Looking Ahead: Opportunities for Growth

Despite the challenges, industry leaders expressed optimism about Sweden’s cinema landscape. High population growth, particularly among the youth, offers significant potential for increased attendance, provided cinemas invest in existing venues and develop engaging content. Successful initiatives have included themed screenings and partnerships with charities to create a welcoming atmosphere for all audiences.

As the Swedish Film Institute adapts its approach to prioritize audience preferences, including proposals for increased funding for local productions and reduced VAT on tickets, the outlook for Swedish cinema appears hopeful. There is a shared enthusiasm for unique cultural experiences that cinemas provide, indicating a strong desire for communal movie-watching in an increasingly fragmented digital world.

The resilience and adaptability demonstrated by Swedish exhibitors in the wake of unprecedented challenges may well serve as a model for other regions grappling with similar issues in the contemporary film industry. As Sweden’s cinematic landscape continues to evolve, it remains poised for growth and innovation in the years to come.