Handbook for Superheroes – Christmas Day Premiere

The animated feature film Handbook for Superheroes (Handbok för Superhjältar), based on the beloved bestselling book series, was the major family film of the 2025 Christmas season. Featuring voice acting by Robert Gustafsson and a score by the Norrköping Symphony Orchestra, the film was positioned for both national and international success.

Gul PR was commissioned to manage the PR campaign leading up to the Swedish theatrical release.

The campaign achieved significant impact across the Swedish media landscape. Within just two weeks, the film had reached nearly 100,000 admissions, and international rights had been sold to 16 countries.

The PR efforts helped position the film as a modern classic. Through interviews and features across major national media outlets—including TV, radio, podcasts, and both digital and print newspapers—the campaign solidified its status as the season’s must-see family cinema event.