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Content Nordics On Demand C21 Digital Screenings

REinvent International Sales

Programming Profile

Reinventing Nordic drama

28-05-2021

Denmark’s Reinvent International Sales has lined up a slate of hot new dramas to showcase during C21’s Content Nordics On Demand. Sales and marketing director Helene Aurø talks through the titles and gives her take on how the market for Nordic drama is changing.

 

Nordic drama has earned itself a solid reputation on the international market, proving popular among countries ranging from the UK to Germany and from the US to Australia. And, according to Helene Aurø, sales and marketing director at Danish distributor Reinvent International Sales, demand for Nordic drama continues to rise.

 

“Demand for content, whether it’s new series from the Nordics or back catalogue, is very high at the moment and the competition is getting tougher, so we have several buyers for the same shows,” Aurø says.

 

In line with this, the exec says she is seeing increased desire for different sub-genres within the drama space, although primetime dramas and crime series remain in very high demand.

 

“We are seeing rising demand for more genres. Crime, thrillers and police series are still very high in demand, but we also see that more and more broadcasters and streamers now have slots and strands for short formats for young adults. There’s also demand for period drama and drama that is more light-hearted,” she says.

 

Aurø
Helene Aurø,
REinvent International Sales

Reinvent International Sales has selected 12 drama series for its Content Nordics On Demand playlist, representing the newest shows in its catalogue. Catering to the ongoing demand for crime and thriller programming are six series, headlined by Swedish/Danish coproduction Snow Angels.

 

Produced for Nordic pubcasters including Sweden’s SVT and Denmark’s DR, Snow Angels is a crime drama set in Stockholm during the middle of winter, when a five-week-old baby disappears. The plot centres on three women – the baby’s mother, his nanny and the policewoman investigating the case – as they try to figure out the truth about his disappearance.

 

Also in the crime and thriller category is Catch & Release, a crime thriller due to premiere on Nordic streamer Altibox in the third quarter of this year. It is about a brutal murder in a village in the north of Norway and the individuals whose lives are turned upside down when the tragedy strikes.

 

Snow Angels
Snow Angels

Another Norwegian crime thriller is Outlier, which was released in late 2020 and airs on HBO Nordics. It follows the hunt for the murderer of a teenage girl and the efforts of a criminology PhD student who tries to persuade the local police that the man they have charged is not the killer.

 

With One Eye Open, meanwhile, is a Swedish/Russian spy thriller about a Swedish former military man and his love interest – a Russian researcher who is on the verge of exposing a massive Russian conspiracy targeting Sweden. She uncovers indications that her lover’s personal history is somehow connected, but before she can tell anyone, she disappears. Produced for NENT Group’s streamer Viaplay, the series will premiere in June of this year.

 

From Finland’s YLE and other Nordic pubcasters comes political thriller Peacemaker, which came out in the latter part of last year. It tells the story of a peace negotiator who causes a scandal when she reveals that a Finnish state-owned company is involved in an illegal arms trade with Saudi Arabia.

 

Catch and Release
Catch and Release

The final crime series on Reinvent’s playlist is Freezing Embrace, a Finnish show currently in production for streaming platform C More and commercial broadcaster MTV3. The series tells the story of a chief inspector who hires an old colleague’s son as a police officer. Chaos ensues when it turns out the new officer has serious mental problems, while mysterious murders start to take place at the same time.

 

Catering to demand for period drama is A Royal Secret, which is set in 1932 and dramatises the alleged real-life story of Swedish King Gustav V’s affair with a con man. The series is due for release in the fourth quarter of this year and has been picked up by SVT, DR, YLE, Norway’s NRK and Iceland’s RUV.

 

Meeting the demand for light-hearted drama is Cold Hawaii, a dramedy released by Danish streamer Yousee last summer. It’s about a couple who plan to start a family but, at the last minute, decide to swap partners with their best friends for one night in order to see if they can improve their sex life.

 

Outlier
Outlier

Reinvent International Sales is also including two shorter-form series in its playlist, in response to demand for short formats for young adults. The first of these, Pulse, is an LGBTQ+ themed drama about a mixed-sex group of friends whose friendships are put to the test when a secret emerges about one of the boys. The two-season series premiered on TV2 in Denmark last year.

 

The second shorter-form series is I Hate Love, a drama also released in Denmark last year. The show is about a young couple who have a one-night stand and think they might be falling in love, only to later realise they are members of opposing political parties when they keep running into each other during the national election campaign.

 

Elsewhere in drama is Fractures, a series currently in production in Iceland for RUV. With a scheduled delivery of Q4 this year, the show follows a doctor who moves back to her childhood village with her daughter in the wake of her divorce, where her psychic mother forces her to face the ghosts of her past.

 

With One Eye Open
With One Eye Open

Also in the drama category is The New Nurses, a Danish series set in 1952 in which the matron breaks the norm by introducing male students into the nurse training programme. The four-season series debuted on TV2 Charlie in 2018.

 

Looking to the remainder of the year, Aurø says Reinvent International Sales will continue to invest in Nordic content, after securing a €28m (US$34m) guarantee loan from the EU to help boost investment in Nordic films and drama series.

 

“We have invested in many shows and for Mipcom this year we’re going to launch another four or five big series. We are heavily investing in Nordic content and our aim is to get the series that we feel are the best and the ones that suit our catalogue the best, so we will invest in a number of new series from Norway, Sweden, Denmark, Iceland and Finland and make them available to the world,” she says.