Tomas Alfredson's multi-awarded stylish vampire film Let the Right One In is perhaps the first Scandinavian title ever to open simultaneously in Sweden, Norway, and in the US.

This Friday's day and date release has been adapted for a targeted small to medium release with a tailor-made campaign by Sandrew Metronome's Swedish and Norwegian branches, in coordination with Magnolia Pictures' specialised arm Magnet Releasing in the US. "It has been part of our strategy" explains Åshild B van Nuys, SMD Norway promotion manager. "The movie is being released in a few US cities this week and we know that there are so many people out there who have been waiting for it, a lot of fans of the book (by John Arjvide Lindqvist), but also after very good reviews everywhere and the positive buzz online."

The international buzz online came in gradually since the film's first international exposure at Berlin 2008, then through its many festival awards, such as Tribeca in the US where it won Best Narrative Feature. The novel's success (sold in 10 countries) has also been a major hook for the marketing campaign. On September 21, Lindqvist presented the film to some 1,500 -2,000 Norwegians gathered on the roof of Oslo's new Opera House for the Bokklubbens bokfest.

In Norway, the film is coming out with five prints and will benefit-to some extent- from Cold Prey 2's theatrical success. For van Nuys, Alfredson's film will appeal to a broader and slightly elder audience. In Sweden, Let the Right One In was supposed to come out last spring but was postponed "to give it more time for marketing" according to SMD Sweden's marketing manager Pia Norström, as the audience's reaction from the first previews was "above expectations". The film is now opening this Friday with 35 prints (35mm), plus another 34 digital prints.

In both Sweden and Norway, the film has relied on publicity, media tie-ins and advertising campaigns mostly in the press (dailies and magazines), and online, plus outdoor campaigns and for Sweden, TV advertising.

In the US, Let the Right One In is opening on four screens in Los Angeles and in New York, followed by a roll out in other US cities. The film is the inaugural release in Magnet's "Six Shooter Film Series", six films highlighting the vanguard of genre drama from around the world.