By shifting all its film and TV sales activities under REInvent Studios’ aegis, SF Studios closes down its own international sales division. 

For the very first time in Göteborg, SF Studios’ strong film slate and catalogue will be handled by the global distribution and co-financing company REInvent Studios, founded in May 2018 by former TrustNordisk CEO Rikke Ennis.

The deal is an extension of REinvent’s existing partnership with SF Studios signed in September 2018, which covers all the Scandinavian giant’s TV drama output such as the Danish hit series The New Nurses, nominated last year for the Nordisk Film & TV Fond Prize.

Elsa Berg Bjärtun, EVP Distribution at SF Studios said: “With this new partnership in place, SF Studios will change its approach as to how we conduct international sales and we will no longer have an in-house department as we have had before. This means that all international sales for our titles will be done by REInvent and the department at SF will be closed down."

The current SF Studios' international sales team of six employees was headed by Anita Simovic who has been working 15 years for SF, including 10 years as Head of International Sales.  Explaining the Scandinavian major's overall strategy, Bjärtun said: “This deal [with REInvent Studios] is a very important step in SF Studios’ long-term strategy to be the leading distribution company not only in the Nordic market but also internationally. The combination of REInvent Studios with a progressive approach to the international market, together with SF Studios’ slate of the best Nordic films, will manifest the strength of Nordic content globally.”

Ennis said: “A firm partnership with SF Studios fits perfectly into REinvent Studios’ strategy of being a significant player. This will make it possible to offer the international marketplace the strongest Nordic stories both for TV and feature films."

Speaking to www.nordicfilmandtvnews.com, Ennis also stressed that REInvent’s ability to co-finance projects was a major pulling factor, on top of her company’s ace Scandinavian sales team, which combines former TrustNordisk and DR Sales’ executives, including the esteemed Helene Aurø, REInvent ‘s Head of Sales and Marketing.  Aurø said: “By handling SF Studios’ entire film and television output, we can maximise sales - it’s a natural way to go forward,” she noted, referring as well to the advantage of offering a one-stop-shop for all global players scouting for the best film & TV content from the Nordics. 

Major SF Studios feature projects to be offered by REInvent Studios on the pre-sales market at Göteborg’s Nordic Film Market include Erik Poppe’s The Emigrants, Bille August’s psychological drama about Karen Blixen The Pact (co-produced with Motor Productions), Charlotte Sieling’s sweeping historical drama Margrete-Queen of the North, and Antti J. Jokinen’s film & TV series Omerta 6/12 and Omerta 7/12. 

In addition, Ennis’ team will take over the sales negotiations on Christina Rosendahl’s The Good Traitor and Ole Christian Madsen’s The Day We Died – both screening at the market, the children’s films Pelle No Tail, Jerry Maya’s Detective Agency franchise, Twigson and the Sea Monster, as well as the illustrious Ingmar Bergman and Astrid Lindgren back catalogue among others. 

At the TV Drama Vision, REinvent Studios is focusing on two titles to be introduced on Thursday at the ‘Coming next from the Nordics’ session: 

  • SF Studios’ upcoming Swedish medical drama series First Responders (Åreakuten) produced for NENT group’s streamer Viaplay.  “It’s a high concept procedural drama set in a mountain resort, following the lives and loves of emergency service workers. It’s lighter than the heavy Nordic noir. It has a lot of potential on all platforms and countries and we expect it to have a good life internationally,” stressed Aurø.  
  • The Finnish premium drama The Peacemaker produced by MRP Matila Röhr Productions for Yle. Aurø said the thrilling political drama about the world of peace-making, seen through the point of view of a woman, is ‘ a very hot’ series. “It’s one of those shows where you say: it just has to be seen by everyone,” said the sales exec.

Heading REInvent Studios’s line-up is also the Danish youth-oriented short format SEX, selected for the red carpet screenings of the Berlinale Special. The 6x12 series directed by Amalie Næsby Fick (The Incredible Story of the Giant Pear) is due to premiere on TV2 Play early February. Profile Pictures is producing.