A new generation of film directors is making their mark towards the end of the first decade and the beginning of the second, and many of them are attracting a great deal of attention over time. The shift series and its sequel, the film Bjarnfreðarson, are hugely popular and Friðrik Þór makes up his career in a very personal film, Mamma Gógó, which puts Icelandic films in a historical dimension. The characteristics and characters of Icelandic films and the relationship of Icelandic viewers with them are also discussed, and the key films are Eldfjall, Sveitabrúðkaup, Mamma Gógó, Borgríki and Bjarnfreðarson.