Sena

The company
Sena is the leading and most versatile entertainment company in Iceland. Our core business through the years has been publishing music and distributing films and computer games. In recent years we have expanded our operations to books, live events and toys, with great results. Sena owns D3, which distributes all kinds of entertainment via the internet and mobile phones in addition to owning Icelandicmusic.com which is the premier online music catalog of Iceland. Furthermore, Sena runs the following cinemas: Smárabíó and Háskólabíó in Reykjavik and Borgarbíó in Akureyri. Further details on each department can be found below.

Music
Sena's music department is the main supplier of local and foreign music to the Icelandic market. We are the commercial agent for Universal, Warner, EMI and Sony/BMG and we release about 50 - 70 new Icelandic albums every year, which span the entire musical spectrum; from classical music to rock, pop and children's music. Furthermore, we own the majority of the publishing rights to older Icelandic music so we have specialized in creating grand albums and box sets with important pieces of Icelandic music history gems.
 

Computer games
Sena distributes computer games from most of the leading manufacturers in the world, like Electronic Arts, Sony Computer Entertainment, Konami, Activision, Take 2 Interactive, THQ, Atari, Sega and Vivendi Games. In addition to distributing various kinds of computer games, Sena is the commercial agent for all PlayStation products.

Events
Sena expanded into the live events business in 2006 by acquiring the two leading event companies in Iceland and has since then organized most of the major concerts in the country, both foreign and local. We focus on the bigger concerts but also do theatre plays once in a while. On our roster of past events are both the most successful theater play of all times and two of the biggest local concerts ever held in Iceland.

Our past events include:
Alice Cooper, Bob Dylan, Chris Cornell, Deep Purple, Diana Krall, Eddie Izzard, James Blunt, Jarvis Cocker, Joe Cocker, José Carreras, Josh Groan, JS Ballet, Katherine Jenkins, Katie Melua, Kiri Te Kanawa, Lou Reed, Marianne Faithfull, Patti Smith, Ray Davies, Sissel Kirkebo, Snoop Dogg, Sugababes, The Shadows, Uriah Heep, Van Morrison. Sena also did the local theatre show "Laddi 6-tugur", Iceland's most popular play ever, Defending the Caveman and Buddy Holly The Musical.

Cinema
Sena owns and runs three state of the art cinemas.

Smárabíó is the most technology-advanced cinema in Iceland and the most popular cinema in the country since it's opening in the year 2000. It is in every respect a world-class cinema with high quality 3D in every single room, huge screens and the finest sound system available today. In total the cinema has five halls and can seat over 1.000 people. The cinema is located in Iceland's largest and most popular shopping mall so our guests have access to over 600 indoor parking spaces, which are very useful during the long Icelandic winters.

Borgarbíó Akureyri has two halls and seats over 300 people. It is one of few cinemas outside Reykjavík that opened before the year 1950, and is therefore one of the oldest cinemas in the country. It is nevertheless state of the art in all technical matters.

On May 1st, 2007 Sena took over the reigns at Háskólabíó, and gave the cinema an immediate and very successful makeover. The cinema has five halls with a total of 840 seats.

Films
Sena has about 50% share in the films distribution market. We are the commercial agents for companies like 20th Century Fox, Sony Pictures, Focus Features and The Weinstein Company, in addition to being an active buyer on the indie market. Sena furthermore co-produces many local films each year and owns Green Light Films, the only distribution company in Iceland focusing only on quality indie films from all corners of the world.

Books
In 2009 Sena started publishing books, both foreign and local. In our first year we released four successful books and in 2010 we published five successful books. These have been fiction, non-fiction, children books and self-help books. Many of them have been extremely popular in Iceland and we intend to grow our book department in the next years.

Toys
In 2010 Sena acquired Iceland's leading distributor of Toys in Iceland and it is now run as a department within Sena. We offer a great variety of quality toys for all ages and are the commercial agent in Iceland for Playmobil, Mattel, Tomy, Ke Mathiasen, Canenco, Playbox, Dantoy, Unice and Happy People.