Respect is a totally innovative film. How did you get involved in the project?
The director Johannes Joner had made a stage performance with six actors based on Nigel Williams Class Enemy. He invited me to come and see it. I was immediately fascinated by it. The next thing I did was get in touch with the reality TV producer Per Jørgen Østby who had participated in tests we had done before. I thought it would be really interesting to bring him in the project.
We agreed and decided that the whole action was to take place in a classroom. We brought in six actors from the play and cast six other young boys who didn't know about our plan to make a film and thought they were going to do a Reality TV programme. We told the real actors that they had to be totally open for improvisation with the non-professionals.
How did the non-professional actors react when they learnt that they had been deceived and were going to make a film instead of a TV reality show?
We had written contracts with them, similar to the ones for tradition TV reality shows, saying that what they would express in front of the camera would be seen by Norwegian audiences across the country, so they should know when to stop.
When we finally told them about our real plan, they were very surprised by the whole idea and specifically, about the fact that the other six actors were real actors. But they reacted very positively and decided to support our project.
What were the goals for having this mix of fiction and reality?
I think there were two reasons for that: first of all, we wanted to add in subtlety to the story and have something truly dramatic. Secondly, we needed very young actors (in their early teens) and wanted them to look totally natural. So we set up this situation and the results have gone beyond our expectations. They boys are totally natural and true.
Did you do test-screenings with the film?
Yes, we did several test-screenings before the final cut and did a lot of adjustments in the editing process. We feel we have reached our target audience (15-20 year olds) as the film just won the Youth Award at Kosmorama. First reactions from the press have also been very good.
What kind of campaign has Nordisk put together for the film?The campaign is like for any normal film wanting to reach that target audience. Nordisk has concentrated on the internet and taken ads in youth magazines and newspapers. They have also printed out small posters flyers to give away. But the big push was on previews to get the word of mouth going.
Respect is also the first Norwegian film that will be entirely released with digital prints, 32 in total.
Do you think you will repeat this experiment?
It has been very interesting and I definitely want to make another film using the same idea...perhaps with the same director.
In Denmark and Sweden, film institutes and independent producers (Zentropa) have launched new funds to make smaller but more innovative films. Do you see Respect as a similar new approach to filmmaking in Norway?
Yes, several funds in the Nordic region are coming up with new low budget funds, and similar funds in Norway could help those who find it difficult to make films for under NOK 15 million. Respect for instance cost one third of a normal Norwegian film (under NOK5 million). It could also open more opportunities for local productions.
You must be pleased with the fact that your other production The Night of the Wolf is doing very well at the domestic box office (almost 20,000 admissions in its opening weekend)?
Yes, it is currently number one at the Top Ten. But this is all part of our strategy at Nordisk Film AS. We have big movies and at the same time smaller more experimental films.
Are you ready for your next move to head Neo Film, Nordisk's specialised production arm?
Yes Neo Film will be operational in April. But I'm not quite ready yet...I will probably pack the day before I leave!