Plastic bags have been ousted, is it time to change our movie preferences?
Environmentalism is very trendy and many businesses practice sustainable operations, if only to humor consumers. Hollywood however, is the exception. With explosive stunts, tight production schedules, and so much glamour, who cares about sustainability? Jessica Alba in spandex is appealing whether her outfit is made of organic material or not.
Film production is a nasty contributor to emissions. It is an industry where sustainable business practices are prioritized below the car explosion at set 2 and the finding parking for Jay Z’s Hummer. Since fewer chase scenes and opting out of unnecessary explosions are not options in my books, emissions will have to be cut elsewhere. Producers can be conscious in other aspects on set be held accountable for causing harm to the environment.
A report by “The California Waste Management Board” reported the film industry as Los Angeles’ second biggest contributor to conventional pollutants, greenhouse gas emissions, and tire consumption. Behind a feature length film there are months of set construction/destruction, endless filming, and running of generators and machinery - even romantic comedies have a daunting effect on the environment.
The Day After Tomorrow set the precedent for environmentally friendly film production when it became the first “carbon-neutral” film. Out of his own pocket, director Ronald Emmerich hired The Carbon Neutral Company to monitor the film production emissions, and later offset them by planting trees and investing in renewable energy. The cost was $200,000, a modest expenditure on a Blockbuster hit.
Hollywood remains unscathed from the sustainability revolution, for now. Eventually environmentalist efforts will weigh the harmful effects of film production into their movie selections. Then you can expect to see “carbon-neutral” film certifications pleading they have been responsible, and social pressures will influence theaters into only playing carbon-neutral certified films.
Once there is a system certifying films as having been environmentally responsible it will be an easy cause. Producers will have their films certified to avoid losing theater attendance, just like fathers are hopeless to say no when their children ask for ice cream. Big budget films are desperate for approval and the inexpensive price tag for environmentally friendly status will become routine production expenditure.
Sustainability films no longer refer to documentaries that belittle the audience into wanting to make a difference. Just like your laundry detergent, Blockbuster hits are about to become environmentally friendly.
Published: The Cavalier Sustainability Issue November 2009
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment