You come from the publishing world. What know-how and valuable experience do you bring to the Norwegian Film Institute?
Basically two things. First of all, I'm used to working with artists. Just like the publishing industry is dependent on writers, the Norwegian Film Institute is dependent on filmmakers and the whole film industry. I do know the difference for someone to work in a ‘regular job, within an organisation, or as a freelancer.
Also, you need the commercial sector and the artistic sector to work together. There is no opposition between them. On the contrary, they depend on each other. At my previous job in the publishing industry, I have tried to make sure both sectors would interrelate smoothly, and I would like to do the same at the Norwegian Film Institute. These are the main elements that I think I will bring, but hopefully there will be many smaller things as well...
Being a woman as CEO of the NFI is certainly crucial for Culture Minister Trond Giske who wishes to introduce a 40% ratio of women in key positions within the film industry by 2010...
Having women in bureaucratic positions is not so difficult. A much bigger challenge is to have women directors, scriptwriters, editors, etc, basically, in artistic and creative jobs. This is harder because it doesn't depend only on the film industry but on social structures within Norwegian society. Women tend to prefer steadier and more stable jobs. We will look into this issue for the next years to come. It's better to have ambitious goals and get things in motion.
But do you really think that the goals of 25% market share for Norwegian films on the theatrical market, 15% on the DVD market and 40% of women in film are realistic?
We started with this strategic process and ambitious goals to reach. We're now discussing at the NFI: ‘what do these goals mean for each individual's job within the Institute? How can we address them and what needs to be changed?' We're splitting those big goals into smaller operational goals in the hope to reach a few of them. We can all work together hand in hand with the film industry to try to reach those goals. At what time, in which pace can these goals be reached needs to be clarified. Still, it's better to have a strategy and try to reach various goals one by one.
The 25% theatrical market share seems within reach if we look at the current admission figures...
For the first quarter of 2008, we actually have a 31% market share for Norwegian films, and more fabulous films are coming out. The market share is obviously dependent on what else is in the market, but I think that 25% is very realistic within a few years and certainly before 2014. If we get 25% market share on the theatrical, then 15% of the DVD market is absolutely realistic.
Film in general is quite a young business in Norway. The marketing side still needs to be developed. Major distribution companies do have the knowledge and expertise in that field, but smaller companies don't. I think that with better marketing, Norwegian films could definitely get out there more on the domestic and international market.
So marketing will be one of your focal points and priorities?
Yes. We want to bring more knowledge on marketing within the organisation to actually help the industry -producers in particular- on how to address the market. We would like the industry to start thinking ‘marketing' at a much earlier stage.
What other priorities are you focusing on?
We're looking at nurturing talent, making sure filmmakers -or directors of photography-will make their second or third feature film. In Norway, last year, 70% of filmmakers were debutants. Many don't make their second film and leave the industry to do something else. We want to keep the talent within the industry, knowing that the first work is probably not the best one.
Regarding the NFI international activities, what would you like to change or improve?
We are reorganising our international department. We want to focus more on specific activities: what international festival or event do we need to attend? Jan Erik Holst who has been working on international relations for years, will take part in our non-commercial international activities such as cultural exchange programmes. Then we'll try to think more commercially all the way through in terms of international relations. Our idea is that the Institute should gradually step back as soon as the industry can act. What can we do that the industry cannot do itself is one of the issues we're raising.
Concretely, we'll take part in fewer festivals in the future. We'll set bigger priorities and will improve our work on these priorities. We just can't do as much for all movies. I know from my experience in marketing books, that it's difficult to tell an author/filmmaker that his work will not be shown everywhere in the world. But we have to stick to our priorities.
In terms of attracting foreign investors in Norway, what's happening with the 15% incentive scheme that Trond Giske said would be introduced in 2008?
I don't think it will happen this year because it is not within the national budget. Hopefully it will be introduced in 2009.
So you're ready to get on with the work...
I do look forward to start working. Organising the Institute has not been that much fun, and people have been restless. But things are settling now within the NFI and I'm totally happy with our new team.