Sena was previously owned by Baugur Group, which was forced to file for bankruptcy mid-March. Konstantín Mikaelsson, manager of the Film Division said the take over will not have any impact on Sena's current structure and management.
Sena is one of the largest entertainment companies in Iceland, active in music publishing, distribution of music videos, computer games, and films. The group also runs recording studios, four cinemas, several websites, plus Iceland's leading event company Bravo!
As film distributor, Sena licenses content from 20th Century Fox, Sony Pictures, Focus Features, The Weinstein Company and Icon Productions. The company's theatrical market share in 2008 was 30%, thanks largely to the Icelandic hits White Night Wedding by Baltasar Kormákur, and Reykjavik Rotterdam (starring Kormákur), respectively number three and seven at the Top Ten Icelandic chart.
Upcoming Icelandic releases on Sena's line up include the documentaries Dreamland by Thorfinnur Gudnason (released on April 8), and Me & Bobby Fischer by Saemundur Pálsson (April 17). Julius Kemp's slasher movie Reykjavik Whale Watching Massacre will be released later in the year, as well as Undercurrent (Brim) by Árni Ólafur Ásgeirsson, Fridrik Thor Fridriksson's Mamma Gogo, Hátid i Bae by Hilmar Odsson (Cold Light), and Bjarnfredarson by Ragnar Bragason (Children) based on a popular Icelandic TV series.