The journey of 2Entertain
The journey to becoming one of Scandinavia’s leading producers of live entertainment began modestly – in a fire station just south of Falkenberg in southern Sweden. Twin brothers Bosse and Janne Andersson, along with comedians Stefan Gerhardsson and Krister Classon, produced a show that became a huge success. But that was only the beginning.
1987–1997
From Falkenberg to Stockholm
1988
The Andersson brothers produced Skåpbubblor in Falkenberg. It was so successful that they ended up selling four times as many tickets as they had first printed (yes, at that time, tickets were printed on paper!)
1991
We changed our name to Nöjespatrullen and the following year launched an artist agency.
1995
During a walk along the river in Falkenberg, Bosse Andersson had an idea for how a beautiful green area on the outskirts of the town centre could be put to good use. The following summer, Vallarnas open-air theatre gave its very first performance.
1997
Nöjespatrullen were established in Stockholm through a partnership with Wallmans Salonger. The dinner show concept was developed into a touring production, with Martin Stenmarck and Tess Merkel from Alcazar in the original ensemble.
1998 – 2003
Stockmarket listing, Zlatan, and a new name
1998
We produced comedian Thomas Petersson’s first farce. A collaboration with Swedish entertainment mogul, Bert Karlsson, leads to a win in the Swedish leg of the Eurovision Song Contest and involvement in the TV series Fame Factory.
2000
Nöjespatrullen was listed on the Stockholm Stock Exchange. We opened offices in Oslo and acquired the Chat Noir theatre.
2002
Nöjespatrullen celebrated its 15th anniversary, changed names to 2Entertain and celebrated by acquiring Powerart, known for producing big shows.
2003
Thomas Petersson has a hit with Var e’ Zlatan? (Where’s Zlatan?) and tickets were sold out in Halmstad, Malmö, and Gothenburg.
2004 – 2011
Attendance records, premieres, and Hansen
2004
2Entertain joined forces with Vicky von der Lancken. The first co-production, Singin’ in the Rain, opened in 2006. We provided the entertainment on the cruise ship M/S Color Fantasy. We also started a collaboration with Swedish travel operator Fritidsresor (today namned TUI).
2007
2Entertain acquired Hansen Event & Conference. Vallarna celebrated its tenth anniversary with an attendance record of just over 74,000.
2009
2Entertain bought Wallmans Nöjen and expanded its business with more venues and artists.
2010
We produced the Queen musical We Will Rock You, attracting an audiences of nearly 100,000.
2011
The company is restructured and parent company 2E Group is created, with 2Entertain, Hansen Event & Conference, and Wallmans Nöjen as subsidiaries.
2012 – 2016
Showtic and 25th Anniversary Celebrations
2012
We launched ticket portal SHOWTIC.se. It’s not just an e-store for tickets, but also a forum where you can sneak a peek behind the scenes and much more. 2Entertain celebrated 25 years at Rondo in Gothenburg.
2016
The musical Rock of Ages received glowing reviews, Hansen takes on the Volvo Ocean Race for the fourth time, and Wallmans in Copenhagen celebrated its 10th anniversary. At Hamburger Börs and Rondo, Magnus Uggla’s show was completely sold out.
2017-2025
present New name, pandemic, and more success
2017
We turn 30. The group changed its name to Moment Group. The cult musical The Book of Mormon premieres at China Teatern.
2018
Phantom of the Opera is staged at Cirkus and attracts over 200,000 theatregoers. Danny Saucedo’s first show played at Hamburger Börs and was praised by both audience and critics.
2019
Another hit show for Magnus Uggla is produced. At Cirkus, The Witches of Eastwick had popular Peter Jöback in the lead role.
2020
A tough year. The Covid pandemic shuts down all our venues.
2021
We open Vallarna at short notice – but with restrictions regarding distancing.
2022
At last we can meet our audience without restrictions
2023
For the second time, we staged The Wizard of Oz, this time at Intiman. Swedish legend Björn Skifs (who once had number one hit in the US) sold out Börsen. The boy band show, A Show Larger Than Life, fills the same venue in the fall. Moulin Rouge! The Musical and Änglagård are also wildly popular.
2024
Showtic launched a new website. Björn Skifs and his show moved to Malmö and Gothenburg. Dreamgirls is staged at China Teatern.
2025
Dear Evan Hansen had its world premiere at Intiman. Moulin Rouge! The Musical moves to Rondo.