Audience restrictions
March 29, 2020, an audience limit of 50 people became the main rule for public gatherings.
On 16 November 2020, the ceiling was lowered to 8 people for public gatherings. The restrictions took effect on November 24.
On September 29, 2021, the participation ceilings for public gatherings and public events were removed.
December 23, 2021, seated participants are only allowed at public gatherings and public events indoors if there are more than 20 people, regardless of vaccination certificate.
February 9, 2022, requirements for participation ceilings and other expressed participation restrictions were removed, such as requirements for distance between parties and size of parties, as well as the possibility of using vaccination certificates at public gatherings and public events and fairs.
This spring, the last audience restrictions were released and the country’s concert stages, cinemas and operas were finally able to reopen. “A slow reboot”, however, was the bitter message conveyed in one report on Swedes’ cultural consumption, made by Insight Intelligence during April 2022.
But now it turns out that the fears were exaggerated. When the festival summer kicked off with Brännbollsyran in Umeå at the beginning of June, an audience record was broken with over 17,000 tickets per day, which P4 Västerbotten reported if.
Joppe Pihlgren, operations manager at Svensk Live, believes that many have missed the social part with festivals and concerts.
– It’s probably going a little better than expected actually. People have longed to go to festivals and concerts, he tells TT.
Another festival that gives good news about the number of visitors is the Töreboda Festival. Zara Larsson and Alice Cooper, among others, played there at the beginning of July. The festival sold out already in April and had 20,000 visitors a day. It was also the last Töreboda Festival ever.
– We have not driven in four years and the time before it was also sold out, so it was quite expected. But we are very happy and satisfied, says festival general Per Ottosson to TT.
The “minions” are popular in theaters. Stock Photography. Older cinema audiences still tentative
The country’s cinemas are also starting to fill their seats again. Movies like “The Minions: The Story of Gru” and “Top Gun: Maverick” have drawn large audiences during the sometimes sunny and sometimes rainy start to the summer.
Svenska Bio made a historic June this year, says CEO Peter Fornstam. At that time, their cinemas had the second highest number of visitors during that month ever.
– It was a slightly jerky start, but what we see now has been above expectations, says Peter Fornstam to TT.
Filmstaden’s marketing director Helena Eklund says that they have seen a slightly cooler interest compared with the summer before the pandemic, but that the curve is still positive.
– We’re not back fully. We hope to be back there soon, but we must be patient and give people the chance to rediscover what they liked about cinema, says Helena Eklund to TT.
The most tentative returnees are the older cinema-goers, who have decreased in number compared to before the pandemic. Both Svenska Bio and Filmstaden testify to this.
– They are a little more careful about coming back, but it can also be about the offer, says Helena Eklund.
This week, “Downton Abbey: A New Era” premiered, a film with a slightly older audience. The film had its world premiere in the spring, but had its Swedish premiere in mid-July. Peter Fornstam says that they have postponed the premiere in Sweden, precisely to wait for the older audience, who have been more careful about returning to the cinemas.
Summer opera sells out
Vadstena Opera’s main target group is people over 60 years of age. Eleonor Hjorth, press and communications manager, however, testifies to a different trend at the opera than in the cinemas.
– We see great interest. There are many who return to us now after the pandemic, she tells TT.
Eleonor Hjorth believes that it is due to the relationship they had with the audience before. The performance “Masked love”, which is played in a small salon at Vadstena Old Theater, is sold out every night. Ticket sales for the upcoming show “Breaking the waves” at the castle sell about as usual.
– It’s great fun to be up and running and be able to play for a full salon.