A new adventure in storytelling: Ivy Prodco emerges in Scandinavia
In an exciting venture poised to reshape the Scandinavian entertainment landscape, three renowned industry figures—former FLX CEO Pontus Edgren, experienced executive Eleonor Sager, and acclaimed writer Ulf Kvensler—have teamed up to launch Ivy Prodco. This Stockholm-based company promises to deliver top-tier scripted content for both local and global audiences.
A trio of creative minds with unparalleled expertise
The collective expertise of Ivy Prodco’s founding team is impressive. Pontus Edgren is credited with more than 40 productions, including the wildly popular comedies “The 100-Year-Old Man Who Climbed Out the Window and Disappeared,” “Solsidan”, and Netflix hits “Quicksand” and “Love & Anarchy.” His leadership acumen, previously demonstrated at FLX, signals a promising future for Ivy Prodco.
Ulf Kvensler, a prolific screenwriter and best-selling novelist, brings to the table an array of successful franchises such as “The Restaurant” and “Solsidan”, alongside his renowned thrillers like “Sarek” and “My Father’s House.” His works have captivated audiences across more than 20 territories, showcasing his prowess in both television and literature.
Eleonor Sager adds further depth to the team with her diverse experience. Her tenure at Breakable Films saw the production of the romcom “Out of Touch” and the Netflix original “One More Time”. As a producer and novelist, Sager’s keen understanding of feel-good genres will complement the company’s diverse storytelling repertoire.
Ivy Prodco’s vision for the future
The core mission driving Ivy Prodco is to cultivate a nurturing environment for both experienced and emerging storytellers. As Eleonor Sager explains, “We aim to build a hub where creativity thrives, fostering the growth of talented individuals as they develop series and films across genres ranging from comedy and dramedy to domestic thrillers and ensemble dramas.”
Ulf Kvensler echoes this sentiment, emphasizing the importance of creating a unified, yet versatile team. “It’s incredibly fulfilling to move from a freelance environment to a collaborative setting where we can share a common purpose.”
Pontus Edgren highlights the unique combination of business acumen and creative expertise within the team. This balance, he believes, will be a cornerstone of Ivy Prodco’s success, enabling partnerships with global streamers as well as local broadcasters.
Envisioning the first projects: A sneak peek
Ivy Prodco’s debut slate of projects showcases the diverse storytelling ambition of the team:
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“The Plan”: A political conspiracy thriller reminiscent of “The Firm,” co-created by Ulf Kvensler and political strategist Per Schlingmann. This series centers around a spin doctor and a journalist unravelling a plot to dismantle democracy in Sweden—a narrative thrillingly close to current global events.
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“My Father’s House”: Based on Kvensler’s best-selling novel, this psycho-thriller delves into a son’s disturbing reconnection with his terminally ill father after two decades of silence. What begins as an attempt at reconciliation spirals into a chilling psychological battle.
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“The Dance Hall”: Set in Northern Sweden in 1958, this period dramedy captures the cultural clash between traditional dance hall music and the rising tide of rock’n’roll. The storyline encapsulates the transformative power of music and generational change in a small town.
Adapting to a changing market
Despite acknowledging that the “golden age of scripted content” might be behind us, Edgren remains optimistic. He notes that today’s audiences demand more content than ever, which assures a continued market for compelling stories. However, he concedes that securing greenlights for projects might require more effort and patience in the coming years compared to previous industry peaks.
Edgren also sees value in Ivy Prodco’s agility as a small, nimble startup. This flexibility, coupled with a focused approach and commitment to high-quality content, could provide a competitive edge in the evolving entertainment landscape.
Evergreen storytelling
Reflecting on the company name, Eleonor Sager remarks, “Ivy represents evergreen, timeless quality and growth at a steady, appropriate pace. Just like the plant’s upward journey, our vision for Ivy is to create content that endures and resonates.”
As Ivy Prodco embarks on this new venture, the industry will undoubtedly watch closely, anticipating innovative, captivating content from this powerhouse team.
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