Kjetil Omberg, CEO of Norwegian distrib Euforia, has been working in the local biz since 1994, including five years as head of publicity at Sandrew Metronome Norway, which releases Warner Bros. pics in the territory.
Although he handles many European films, their country of origin is rarely a consideration when deciding which pics to acquire. “The film needs to be good, otherwise you can’t work with it,” Omberg says. “We seldom take films that we don’t want to work with, but we need to have some kind of angle to market them.”
The distrib has French pic “I’ve Loved You So Long” on release at present, which has attracted 20,000 admissions after six weeks. It is on seven prints, which is higher than the average for specialty films — three to five prints is the norm. The distrib boosted the number of prints thanks to a film rental guarantee made by exhibitor body Film&Kino.
However, Norwegians have no particular affection for Gallic pics. The company will soon distribute another French pic, “Pour Elle,” which it intends to market as a thriller rather than as a French film. “We’ll try to remove the Frenchness of the movie,” Omberg says.
Omberg is also part owner of production shingle Tappeluft Pictures, whose Nazi zombie movie “Dead Snow” played at Sundance. Its next pic, gangster comedy “Tomme Tonner,” opens Jan. 8 on 80 prints.
Euforia took over distribution of Scanbox pics on Aug. 1, which has boosted its number of releases from around 10 films in past years to 17 this year, and with the prospect of about 25 films next year.