LevelK, an international film sales and aggregation company based in Copenhagen, and audience-insight firm Publikum have officially launched their strategic alliance. The inaugural project under this collaboration is the acquisition of worldwide distribution rights for Gunnbjörg Gunnarsdóttir’s upcoming film, “The Pension Heist.” This partnership aims to enhance sales and marketing efforts for select titles, maximizing their audience reach through combined expertise in film distribution and audience analytics. The film's Norwegian debut is scheduled for October 16, distributed by SF Studios.
“The Pension Heist” is an action-comedy that tells the story of three older women who decide to rob the world's largest sovereign wealth fund. The plot unfolds as 65-year-old Annema, reeling from her husband's infidelity, joins forces with Nina, who was fired for being too old, and Mona, who desperately needs money for a critical operation. Together, they devise a plan to target the Norwegian Oil Fund. The cast features prominent actors such as Hege Schøyen, Anne Marie Ottersen, and Anette Hoff, the latter having previously worked with Gunnarsdóttir on “Victoria Must Go.”
The strategic alliance between LevelK and Publikum was established last year with the goal of strengthening the commercial and promotional aspects of film distribution. Their prior collaboration on projects like Anke Blondé's Berlinale entry “Dust” demonstrated the potential of combining LevelK's sales acumen with Publikum's audience insights. This synergy is expected to optimize the market penetration of LevelK's diverse film catalog, reaching a broader audience base.
Tine Klint, CEO of LevelK, expressed her admiration for Gunnbjörg Gunnarsdóttir's distinctive directorial style and her ability to select projects that offer both entertainment and genuine social commentary. Klint highlighted “The Pension Heist” as a prime example, noting its capacity to provide humor while fostering respect and empathy for older individuals and the aging process. She also emphasized the collaborative spirit with producer Jørgen Storm Rosenberg and Publikum in refining all elements surrounding the film's release.
Jørgen Storm Rosenberg, the film's producer from 74 Entertainment, pointed out the increasing significance of the mature demographic in the film market. He views this group as a growing and exciting opportunity, believing that “The Pension Heist” is perfectly positioned to resonate with older viewers by delivering engaging and relevant content that speaks to their experiences and interests. Niels Alberg, CEO of Publikum, echoed this sentiment, stressing the importance of greater collaboration between the artistic and commercial sectors of European cinema. He lauded the successful initial experience with “The Pension Heist” and looks forward to further phases of their work, which will aim to connect the film with audiences across various international territories.
Gunnbjörg Gunnarsdóttir, the director, is also recognized as a writer and editor known for her bold, character-driven narratives. Her debut feature, “Forever and Never,” released in 2018, cemented her reputation as a fresh and significant voice in Nordic cinema. Gunnarsdóttir’s filmography also includes the 2018 documentary “The Art of Fallism” and the 2024 film “Victoria Must Go.” With her Icelandic-Norwegian background, she brings a unique cross-cultural perspective to her work, blending emotional depth with a strong visual and colorful style. The production of “The Pension Heist” is a joint effort by 74 Entertainment and Påfilm in Norway, receiving support from the Norwegian Film Institute, SF Studios, LevelK, Publikum, and Mediefondet Zefyr AS.
This partnership signifies a progressive step in leveraging audience insights for film distribution. The collaboration between LevelK and Publikum focuses on strategic planning to ensure films like “The Pension Heist” not only reach their intended audiences but also resonate deeply, fostering a stronger connection between cinematic art and its viewers globally.