Filed under: Energy + Climate, J500 Week 4, Society + Media | Tags: carbon footprint, going green, Hollywood, Hollywood movies, Valentine's Day movie
What’s red, pink, includes a bevy of celebrities and is being hailed as the first in its industry to “go green?”
The answer is the movie ” Valentine’s Day.”
Though Hollywood movie production sets are known for lavishness and excess (big budget special effects, private jets and exorbitant food waste) this time around producers acted out of character and made a conscious effort to shrink their carbon footprint. Environmentally sound practices implemented on the Valentine’s Day movie set included: providing the actors with hybrid vehicles, reusable stainless steel beverage containers, composting of food waste and thorough use of solar-powered and biodiesel generators. The pinnacle of these ecological operations resulted in the composting of 25 tons of food waste, “eliminating 21,000 plastic bottles and reducing carbon dioxide emissions by 67 metric tons, according to a ‘carbon audit’ by Warner Bros,” as mentioned in this Los Angeles Times article.
When I heard about this, I thought, “if only every film, music and commercial set would follow suit.” Which lead me to contemplate, “in what other ways is Hollywood reaching out and raising social awareness about environmental issues?”
The Environmental Media Association is a non-profit organization with a long-standing reputation of encouraging people across the globe to make environmental changes through the channels of television, music and film. Its Young Hollywood Board includes celebs such as, Amy Smart, Nicole Richie and Lance Bass. The organization’s web site features a green lifestyle guide that includes information ranging from which fruits and vegetables contain the most pesticides to suggestions on where to shop for organic foods and which restaurants highlight organic dishes on its menus.
Taking a more behind-the-scenes approach is the consulting media agency, Reel Green Media. It is increasing sustainability processes and lessening the environmental burdens left by media productions. Coincidentally, Reel Green Media has worked with media giants Warner Bros and Fox.
It seems as if Hollywood is taking green strides for our environment. I give the directors, producers, actors and organizations a standing ovation for taking part in helping to preserve and protect our Mother Earth. But I can’t help but wonder, is this a spark that will spur an honest transformation in people to make changes and redefine their relationship with the environment, or will these well-intentioned efforts no sooner be placed on the “going green” bandwagon?
5 Comments so far
Leave a comment