Buñuel in Krylbo

Videocassettes and Feature Films in 1970s Sweden

Abstract

In April 1974, Svensk Filmindustri launched Sweden’s first videocassette cinema at Röda Kvarn in Stockholm, thus employing the new medium of videocassettes. This enabled patrons to choose which film to watch and when, which represented a departure from the conventional program-driven screenings in large cinema halls. Interested parties argued that the innovative approach had the potential of broader film distribution, particularly in areas beyond major urban centers. Despite the initial optimism, the videograph, as it was called, only operated for a limited period of time and closed down after less than a year.

This article examines an unexplored episode in Swedish media history. The study utilizes insights from the field of media history and analyzes a wide range of source materials, with an emphasis on newspapers and journals. Remarkably, the early history of videocassettes in Sweden remains largely unexplored, despite the significant differences compared to the experiences of comparable countries, including other Nordic nations and the United States. In contrast to the United States, where videocassettes up until 1976 were mainly linked to recording TV programs, Sweden may have undergone this perceptual shift as early as 1973. Svensk Filmindustri occupied a unique position as Sweden’s largest player in both film production and cinema ownership. As a result, videocassettes in Sweden became linked to films earlier than in other countries. Simultaneously, the advent of videocassettes ignited a considerable debate in Swedish society with some people advocating a state-controlled video monopoly. Thus, the article sheds light on a pivotal yet overlooked moment in Swedish media history and shows how Svensk Filmindustri’s early adoption and unique application of videocassette technology challenged contemporary film distribution methods and consumption patterns in Sweden.