Holmberg is new to the audiovisual industry, having worked most of his professional life in the sports and gaming industries. His most recent position was as Group CEO of Malta-based Raketech.

At the Scandinavian film group, he will report to CEO Michael Porseryd who sees him as a “highly-regarded leader, with solid experience in driving growth and digitalisation in rapidly changing industries in an international environment.” “Michael has a great understanding of consumer behaviour and what is required of SF Anytime to further grow and strengthen its position”, added Porseryd.

Launched in 2002, the streaming service SF Anytime covers the Nordic and Baltic regions, and offers a broad range of new films and TV series from US majors and Nordic film companies to over 3 million active customers. Its library also contains more than 12,000 films and 4,000 series episodes.

Since the Covid-19 breakout, SF Anytime has cut several early VOD deals with local distributors, forced to shorten their films’ theatrical runs due to cinema closures or health-related restrictions. The 2021 Guldbagge winning film Run, Uje Run, which premieres Friday January 29 on SF Anytime - and simultaneously on TriArt Play - is the latest Swedish film to launch earlier on VOD.

The crowd-pleaser starring Swedish comedian/musician Uje Brandelius has sold 10,000 cinema tickets since its December 18 release via TriArt. “That´s really good given the limit of 8 people per screen,” noted Filmlance producer Tomas Michaelsson, who reckons that under normal circumstances, the film would have “easily surpassed 250,000. “The film is ‘screaming for its audience out there…I get emails every day from people who want to watch it but can’t find a cinema. Therefore I think it’s great that the film will be available this Friday on SF Anytime - and TriArt Play”, told the producer to nordicfilmandtvnews.com.

Last November, the acclaimed Swedish documentary and Guldbagge winner I am Greta also had a shorter theatrical run due to the pandemic, and premiered on SF Anytime only four days after its cinema release via TriArt.