Life At Bonnier - SF Media

Breakfast at the Movies

By Bert Menninga on 2011-09-30
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Advertisers get a sneak peek at upcoming movie hits at SF Media's Filmfrukost.

Once a year, Sweden's theater chain SF Media, a subsidiary of SF Bio, invites all its advertisers, media and ad agencies and other partners to a special breakfast - Filmfrukost - to see the highlights of the upcoming film year. So it was on Sept. 22 at Stockholm's Sergel movie theater that some 220 guests marched down the red carpet and gathered to get a glimpse of the likely blockbusters for 2012, munching popcorn handed out from old-fashioned trays by servers.

Meet Katja Serrander

By Bert Menninga on 2011-04-28
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From SF Media to TransWorld and back –Katja Serrander takes loads of inspiration home with her from California.

In Sweden, Katja Serrander organizes events and customer presentations in her job as marketing coordinator at SF Media, the company that sells advertising space to the SF cinema chain. Serrander also works with the company's creative materials, which includes film cases to print material for brochures and invitations.

Reorganization for Bonnier Entertainment

By Bert Menninga on 2011-02-17
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The new SF Consumer Entertainment will pull together Homeenter, SF Bio and other businesses into a common division focused on consumers.

The cinema chain SF Bio is reorganizing. And a new division, SF Consumer Entertainment, has been created.

Historic Commercials Walk the Red Carpet

By Bert Menninga on 2011-02-02
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SF Media invited advertisers and partners for a look at their 85-year-old archive of commercials for movie theater audiences.  

Last week, SF Media held its yearly industry event, The Red Carpet, for some 400 advertisers, ad agencies, marketing managers and more, who came to the Skandia cinema in Stockholm for networking and inspiration. 

Meet Lena Söderqvist

By Bert Menninga on 2010-10-26
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From the Natural History Museum to SF Media - and now to the Big Apple with GROW to work with online production.

Lena Söderqvist worked at the Naturhistoriska riksmuseet - the Natural History Musem - for many years, until she decided to study media and communications on the college level. After she finished, she ended up at SF Media, where she is program manager for local movie ads. She is also the web editor for sfmediaproduktion.se where visitors to the site can see samples of ad productions SF Media has produced for customers.

Ads Everywhere at the Movies

By Niklas Sessler on 2010-02-08
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If you think movie theater ads are the short films shown a few minutes before the movie starts, think again.

For the 70 percent of Swedish moviegoers who start their experience on the web at sf.se, the ad experience begins there already. Next, in the theater lobby along with the usual posters, advertisers also might have product samples, demonstrations (such as computer games), free candy or even a car that's been driven through the front doors. Once inside the actual theater, there can be advertiser-sponsored events — you could win a drawing with your ticket number. Then come the traditional commercials.