The aim was to discuss the situation in the Swedish cinema market with leading participants in the film and media sector, in order to understand if SF Bio had assumed a cultural policy responsibility for the so-called “culturally valuable film” (both Swedish and imported films) through the launch of the marketing and exhibition concept “Smultronstället”. A qualitative study was conducted to see how these participants perceived SF Bio’s efforts to promote the “culturally valuable film” and to start a discussion regarding the efficiency of “Smultronstället”, and its relation to cultural policy responsibility and marketing strategies. An interdisciplinary theoretical approach was applied by combining theories from media and communication studies, cinema studies, sociology, film marketing and competitive business strategies. Despite various interpretations of quality, two governing definitions of “culturally valuable film” emerged – one culturally oriented and one commercially oriented. It seems as though SF Bio has assumed a certain responsibility for the future of “culturally valuable film” through the launch of the commercially oriented concept "Smultronstället", situated in between the commercially and culturally oriented ideas of quality. Some respondents regarded the initiative as an act of pure marketing strategy. As the moving image is believed to influence public opinion it could contribute to the content of our democracy. An increased media concentration could inhibit a wider audience choice. Therefore the situation has to be monitored closely by the market participants, SFI and the Swedish state in order to safeguard the future of “culturally valuable films”.