Sustainability in the Film Industry: Meaningful Change Both On and Off-Screen
In recent years, advocating for a more environmentally responsible world has risen to the top of the social and political agenda. A 2024 study conducted by global consulting firm Simon-Kucher found that 64% of consumers ranked sustainability as one of their top three values when evaluating purchases. Likewise, an increasing focus on environmental consciousness is impacting global companies as they strive to meet customer demands. Advertising sustainability also extends to the world of film and television. From individual features to entire studios, changes are being made at every step of production to reduce environmental impact. But how is this being done, and why is it so important?
To understand how the industry is moving forward toward more sustainable practices, we first need to acknowledge the significant impact of its current carbon footprint. As a whole, the entertainment industry generates millions of metric tons of carbon dioxide (CO2) each year. In many cases, the rates of emission are never reported; however, based on available information, a single movie is estimated to produce between 400 and 3,000 tons of CO2, with larger films averaging 33 metric tons per day on set. To put this into perspective, that is equivalent to powering over 650 homes for a whole year. The majority of these emissions are a result of transportation, both of people and equipment. Other large contributors include the use of electricity, gas, and diesel generators on set and in post-production. The amount of carbon emissions per film is staggering, and when multiplied by the number of films in production each year, we are left with a detrimental impact on the environment.
As the film industry continues to expand, its carbon footprint also grows. This has led to an increasing awareness and urgency surrounding the environmental impact that has caught the attention of consumers and industry representatives alike. In 2021, the Producers’ Guild of America (PGA) issued a call to action, stating that “The entertainment industry must transition to clean energy to meet the current level of climate change threat… We must work together to accelerate our sustainable actions to reduce our emissions by 50% by 2030.” This statement garners a sense of urgency that few other organizations in the industry have demonstrated in prior years.
Since the Producer’s Guild released this statement, production companies of all sizes have begun instituting practices and protocols to reduce their carbon footprint. Many of these practices come directly from the “Green Production Guide,” a project established by the PGA almost a decade prior. The guide offers detailed information on cost-effective methods for implementing sustainable changes in production. Practices include steps such as hiring environmental consultants to track and manage carbon emissions, using renewable energy sources, carbon offsetting, and, most importantly, portraying sustainable practices on-screen.
It’s no secret that what we see in the media influences the way we live our lives. This is even more prevalent in today’s digital age, where daily news, streaming services, and social media are all at our fingertips. Being constantly surrounded by digital content alters our perception of what we consider to be normalized daily practices through the actions we see others taking. As producers of digital media, it is not only the responsibility of the entertainment industry to take sustainable action but also to portray it on-screen. A character who displays recycling or uses a reusable water bottle encourages positive environmental actions in the viewer’s mind. Brief visual moments can reach individuals worldwide, motivating small changes in behavior.
On the other hand, opting to show non-sustainable practices could have unintended adverse effects. It is a unique strength of the film industry to project positive messages to consumers, ultimately normalizing the spread of day-to-day sustainability in our communities. Despite all the changes that can be made both in front of and behind the camera, the best contribution any individual can make is to continue staying informed. As with every field, the film and television industry is constantly evolving. We continue to develop innovative and effective methods of production that support an environmentally sound process. A knowledge of current trends and new advancements is becoming increasingly important to both audiences and employers across the map. Therefore, staying updated on the latest developments in environmental sustainability can help inform our actions more effectively. It is crucial for us, as both responsible producers and consumers of media, to stay informed.
Graphic courtesy of Clare Seymour
