When Mamma Mia! The Party was just a phrase and an early idea, Björn filmed a couple of teaser films which were available on Mamma Mia! The Party's website and YouTube channels.

1. My Experiment
   Björn painted the words, "Mamma Mia! The Party" in blue paint onto a glass pane followed by a shape and then grinned at the end!  The background and Björn himself were all in black and white. A Greek sounding I Have A Dream played in the background getting faster and faster.  When he gets to the word "Party" you can hear him humming to the tune.  Very unusual, but very effective.
   
   
2. Björn's story (in English) (3:17)
   Björn described the shape as "the party never ends".  He explained how he had experienced the atmosphere and audience reaction when seeing Mamma Mia! all over the world and how could he recreate that atmosphere somewhere else, perhaps a restaurant, and perhaps a Greek Taverna like in the movie.  He mentioned the area of Tyrol at Gröna Lund in Stockholm which would be the venue for Mamma Mia! The Party. He described what would happen when you walk in the doors -being transported to Greece, the warmth, the smells, an olive tree, happy people, good food, good wine, entertainment etc.  He said he'd like to take it elsewhere in the world if it was successful and specifically named New York and London for this.
   
   
3. Björns berättelse (Björn's story)
   A swedish version of Björn's story (2:57)
   
   
4. Mamma Mia! The Party - Press (eng)
   A colour version of Björn's story distributed to the press (4:22) shot with just one camera angle.
   
   

By registering your early interest on the Mamma Mia! The Party's website, you received emails from "Björn Ulvaeus".  The first one just thanked you for your interest.  The second one on 16 April 2015 linked to the website where you could see Björn's story or Björns berättelse where he shared the background and what you coud expect from Mamma Mia! The Party. The third one, on 18 June 2015, was a building update to show what progress was being made at Tyrol.  In this way, he was able to secure early interest in the venture which would open in Stockholm the following January 2016.

Mamma Mia! The Party

Thanks to Charles Patrick, Michal Axel Piotrowski and Gareth Jones c/o ABBAtalk.
YouTube links c/o Mamma Mia The Party