One of Sweden's best-known production companies, Pettersson Åkerlund Filmproduktion (PAR) has recently passed several milestones. Jonas Akerlund directed his first feature, Spun, through US indie powerhouse Muse, Johan Renck is cutting a new album and Maria Bergkvist has been named managing director of the company.

Akerlund's Spun was written by Will De La Santos and Creighton Vero, and is described as a black comedy about methamphetamine addicts in the US. Produced through Los Angeles' Muse (Buffalo 66, Virgin Suicides and American Psycho), the film stars the likes of Patrick Fugit, John Leguizamo and Mena Suvari. Spun will do the festival circuit, most likely premiering at Cannes 2002. Amidst final post on Spun, Akerlund squeezed in a new Shaggy video, this one co-starring Ali G.

Renck on the other hand has been cutting his third Stakko Bo album and has been directing commercials in Sweden and France. Through Bandits, Paris, he recently shot spots for Peugot (for Euro RSCG Paris) and Audi (for Louis XIV); the latter filmed in Rio. Also, he directed an anti-drinking spot for Alkoholkommittén for TBWA/Stockholm, with creative from Johan Holmstrom and Patrik Sehlstedt. The spot's carefee music underscores visuals of young people partying, riding pigs, losing their shoes, licking mannequins and generally living the life of excess; the visuals become less happy-go-lucky, more confused and sodden as the ad moves onward; the end text reminds us that the fall into alcoholism can be a laugh. The spot first broke on Christmas Day 2001.

Despite PAR directors' ongoing successes, newly appointed MD Bergkvist says, "It's been one hell of an autumn for everyone." A longtime agency producer with Forsman & Bodenfors, Bergkvist notes that Sweden's 10-year-old commercial production industry has in some ways matured, resulting in clients who see themselves as more savvy (and as a result, more frugal). Fewer spots and smaller budgets have also resulted in the disappearance of several of the less experienced players on the Swedish commercial market.

"Parallel to the events of 9/11 came the general feeling of less money from clients. And, what is very special about the Swedish market is that all our best talent has gone abroad," says Bergkvist, referencing directors such as Traktor, Fredrik Bond and her own directors, who have experienced great success in the US via HSI Productions. However, she does detect a silver lining; with fewer established directors playing the Swedish scene, opportunities for new talent emerge.

"But when budgets get smaller people tend to take the safe way. There are more and more scripts not fit for production using really tired ideas. You get a sense that the golden days of Cannes Grand Prix and the like are a thing of the past. Swedish agencies and advertisers are in a slump."

In addition to its deals with HSI and Bandits, PAR is represented in the UK by Rose Hackney Barber.