In terms of thinking GREEN in the entertainment industry, I could talk about how show productions are trying to waste less and recycle more. I could note how our transition into the digital age is helping us fill up landfills at a slightly slower rate than before, with digital dailies rapidly replacing bulky VHS tapes and stacks of DVD disks. For the entertainment industry, however, the GREEN theme that truly speaks to me isn’t so much the television and filmmaking process, but rather the content we’re creating. And not surprisingly, that brings me back to “Avatar.”
James Cameron had been wanting to tell the story of “Avatar” for years, but in order for the work to live up to his vision, he had to pioneer a whole new class of filmmaking technology. Revolutionizing the filmmaking process is one (mind blowing) thing, but what I find even more impressive, is what Avatar’s story has to say.
The story speaks of the cost of our dysfunctional relationship with Mother Nature. She gave birth to us, she raised us, supplied us with everything we needed, but now we seem to have the impression that we don’t need her, that our technology holds all the answers. Come to think of it, Humankind starts to sound like a rebellious adolescent. We used to look up to our parents, but not now, we know better!
“Avatar” topped the previous worldwide box office record of $1.84 billion (set by Cameron’s “Titanic”) and it kept soaring. And while theater patrons in 3D glasses bask in the entertainment of it all, they’re also soaking in an important collective message – The world we live in is fragile and precious, and until we understand that, we’re likely to destroy it.
Perhaps it is no coincidence that while our news programs have become more like entertainment, our entertainment has deepened its purpose as a necessary collective message provider.