Back in 1997, each of the six SVT episodes of Kenny Starfighter was followed religiously by some 800,000 to one million fans who loved the quirky humour and nutty galactic hero on a mission to save mankind. The TV series was aimed at a 12+ audience. But the film spin off made by same filmmakers Carl Åstrand and Mats Lindberg, with Johan Rheborg as Kenny, is targeting a wider age group, as explained by Pia Grünler, managing director of Nordisk Film Sweden. "The film is for everybody. However, we targeted our communication towards kids from 7-15 and their parents, first of all, then the hardcore fans who actually are quite a few from when the TV series first aired."
Nordisk built its campaign on heavy trailering that started last summer. Teaser posters were displayed in the fall, and regular posters followed early January. Nordisk Sweden also focused on a strong internet campaign (http://www.kennybegins.com/) and TV spots. To build word of mouth ahead of the national release, Nordisk organised sneak previews in 12 target cities, and more previews will follow this coming weekend. Publicity focused on popular comedy actor Rheborg, and upcoming talents Bill Skarsgård (Stellan's son) and Carla Abrahamsen.
No doubt Kenny's first weekend on Swedish turf will be followed carefully by Starwreck creators from neighbouring Finland, busy developing their own galactic extravaganza Iron Sky, backed like Kenny Begins, by Nordisk Film & TV Fond.