Cinema visits are down globally, but in Sweden the shift is especially pronounced. Streaming has made staying home the default, and in less than a decade, annual cinema admission in Sweden has nearly halved. As Sweden’s largest cinema chain, Filmstaden needed to lure audiences back by proving that movies are better in theatres. Recognizing that horror films offer the clearest proof of cinema’s superiority, the upcoming domestic release of the movie Hemmet presented the perfect opportunity. However, domestic horror films in Sweden do not have the attention or media budgets of international releases, meaning a standard launch would not be enough. To make leaving home feel worth it again, the idea needed to become a cultural talking point.
To show Swedes that watching horror in theatres is so intense they might need professional help to survive, Filmstaden introduced Scaredy Cats. Robotic therapy cats, which are scientifically proven to soothe anxiety, became a theatre menu item available to borrow during screenings.
Rooted in Sweden’s famous dark humor, this creative ploy turned cinema fear into an attraction. To launch, the therapy cats took over the Hemmet red carpet premiere, featuring alongside moviegoers, actors, and the director. The campaign built press photography and social content around the contrast of dark cinema auditoriums and purring robotic cats. This powered coverage from Sweden's top TV news network to national press, radio, and lifestyle outlets. Strategic placement of the menu item in theatres, with staff managing the lending service, gave media fresh angles to cover. The campaign earned immediate credibility, securing critical acclaim from notoriously tough film critic Ronny Svenson and a two-thumbs-up endorsement from Sweden's #1 film influencer on TikTok.
Scaredy Cats served as a visceral, viral reminder that nothing compares to the cinema experience. The campaign earned widespread conversation across media, social, and culture with zero paid media spend. By turning a standard domestic launch into an unmissable cultural event, Hemmet became the most-watched Swedish horror film of 2025, with the author, director, producers, and cast all organically amplifying the campaign. Ultimately, the initiative drove a massive surge in attendance, the robotic cats became a permanent menu offering in select theatres, and Filmstaden proved that cinema delivers experiences that streaming could never dare to replicate.
