Alfred urges Iceland to compete for more film projects

Alfred Ásberg, managing director of Sambíóin, says Iceland risks falling behind in film production rebates and must actively seek international projects rather than wait for them, mbl.is reported.

He has called for changes to the system, including dividing the film fund into two. The same fund currently allocates money to both Icelandic and foreign projects, although foreign productions are generally much larger.

“I do not think the Icelandic Film Centre is properly supporting Icelandic filmmaking,” Ásberg told Morgunblaðið, referring to the Film Centre of Iceland.

Iceland offers producers a 25 per cent reimbursement of eligible production costs. That figure can rise to 35 per cent for larger projects that meet certain conditions.

Ásberg said the industry had changed and that Hollywood was no longer the single centre controlling filmmaking. More countries had recognised that film production was not only a cultural activity but also a major industry, he said.

Countries are competing for productions through reimbursements and tax incentives, Ásberg said. They are not waiting for projects to arrive but are actively pursuing them.

“This has been discussed a great deal, but nothing happens,” he said, adding that the system could be improved by dividing it into two funds. The government, including Logi, the minister for culture, innovation and higher education, should take action, he said.

Ásberg also questioned whether the Film Centre of Iceland was sufficiently focused on attracting projects from abroad.

“Who is out there meeting the major producers and streaming services and presenting what Iceland has to offer: the country, the people, the experience and the conditions?” he asked.

He said Iceland had already demonstrated that it could host some of the world’s largest film productions. Christopher Nolan’s The Odyssey was a clear example, he said.

Iceland could compete with other countries and should market itself systematically as an international filming location, Ásberg said. There were plenty of productions abroad, but countries competing with Iceland were already seeking them out. Iceland should do the same, he said.