Peter Fornstam to receive UNIC Achievement Award – (Interview)
Peter Fornstam, Founder & Managing Director of Svenska Bio and Chairman of the Swedish Exhibitors’ Association, has been announced as the recipient of the 2019 UNIC Achievement Award, given each year to recognise outstanding dedication and service to the European cinema industry. The Award will be presented as part of the CineEurope Awards Ceremony on Thursday 20 June at the Centre de Convencions Internacional de Barcelona (CCIB) in Barcelona, Spain.
A third-generation cinema exhibitor whose family have been dedicated to the film industry for over a century, Peter Fornstam founded Svenska Bio together with the Bonnier Group (now Filmstaden) in 1987. Now operating 200 screens, Svenska Bio is today the second-largest cinema chain in Sweden and Finland (Bio Rex), alongside its operations in Denmark under the Biografkompaniet umbrella.
Svenska Bio’s efforts towards providing audiences with the best possible cinematic experience reflect not only Peter’s own passion for the industry but also his visionary leadership, wealth of experience and immeasurable commitment to the big screen.
Peter is a well-known and highly-respected leader in the European cinema sector who, in his capacity as Chairman of the Swedish Exhibitors Association, has played a key role in enabling the industry to flourish in the face of challenges such as unanticipated VAT increases on cinema tickets in Sweden. His broad involvement in the film industry stretches beyond exhibition, serving as he does on the board of SF Studios, the largest production and distribution company in the Nordic region.
We wanted to know more about his vision on the film industry, coinciding with the announcement of this important recognition that he will receive in Barcelona.
Peter Fornstam, Founder & Managing Director of Svenska Bio and Chairman of the Swedish Exhibitors’ Association
Interview by José Luis García
– How many things have changed since your grandparents started their business as cinema exhibitors?
In a very funny way nothing has changed and at the same time everything has changed.
We have a new technic solution with digital projectors which gives perfect picture, a lot of choices and many possibilities of programming a cinema, multiplexes and more demand for more comfortable cinemas and better customer service,… but at the same time we are still sharing a cinematic experience with other people on the big screen the same way as during my grandparents time.
– In your opinion, do cinemas need a review of the current model as a whole?
I think that business always evolve over time and changes will always be part of time going forward but I still think the basic model of exhibition is a sound one.
– And are there many differences in audience attendance at Swedish movie theaters among different seasons of the year?
When I groved up, cinemas here and there were closed parts of the summer but that’s no longer the case, we have moviegoing year around but art movies have a tougher time during the June-july time. We also see that during the summer moviegoing gets more spread out over the week while the rest of the year there is more pressure on the weekends.
– Do you think the exhibition of independent films might be closer to blockbuster figures in the future?
We see that we have a bigger audience in the more upmarket movies than we used to have but at the same time they can’t reach those heights since the blockbuster movies have much bigger marketing spend. Also there seems to be more competition to buy those movies away from the independent market, either by the studios or the new OTT players.
– Looking back at the past, it was said that the ones who failed after the release of 3D were the Hollywood creatives. What’s your take on this point?
I think 3D was great when it arrived, but sadly some of the 3D movies that arrived was not as spectacular or did not hold up on quality, so the interest went down.
– And what about new content distributors like Netflix, Amazon,…? Do you believe they represent a threat to movie theaters?
Since the quality and exclusitivity have increased especially on Netflix, I think that to avoid it being at threat we have to make the moviegoing experience topclass and maintain our exclusitivity on the windows.
– In any case, the multiplicity of content anticipates a serious concern regarding to films preservation. Do you think this will be possible in the future?
I think film conservation is extremely important and for Europe we have to ask our governments for financial aid to help keep those films in a shape so they are preserved for future generation.
– And to conclude this interview, how do you feel after knowing that you will be awarded in Barcelona next June?
Of course I feel extremly honoured and proud to receive this award.
©interview by José Luis García/Cinestel.com
