Greening Hollywood

When it comes to environmentalism, there are really only three methods of spreading awareness: at home, at school, and through mass media. And while many critics are quick to level a finger at Hollywood as the root cause of society's every problem, few take the time to consider the positive influence the entertainment industry can have in bending the behavior of the masses.

For 20 years, the Environmental Media Association has been working diligently behind the scenes to help promote environmental awareness to the public through the entertainment industry. Or as their mission statement explains: “The Environmental Media Association believes that through television, film and music, the entertainment community has the power to influence the environmental awareness of millions of people.”

Founded in 1989 by Cindy and Alan Horn and Lyn and Norman Lear, the EMA celebrated their 20th anniversary with their annual awards ceremony on Sunday, honoring the players and films that have had the biggest impact in greening the entertainment industry and spreading public awareness about environmental issues.

Serving local, organic food for the awards banquet as well as offering on-site composting, the annual EMA ceremony is a sustainable alternative to the lavish and wasteful affairs so common to Hollywood. Aside from their new school gardens program and Green Seal logo to signify earth-friendly productions, for their part, the EMA has worked with hundreds of writers, directors and producers over the past two decades, helping them to incorporate environmental messages and green themes into their films and television productions.

At the award ceremony, this year's honorees included Sir Richard Branson, who committed to invest all profits from his Virgin Airlines toward renewable energy and clean fuels development. On top of the National Geographic Society – who received much-deserved applause for promoting environmental education – acoustic rocker Jason Mraz was honored for setting an example with green touring and sustainable merchandising. Meanwhile, Centropolis Entertainment – creators of The Day the Earth Stood Still – received huge accolades for producing the first carbon-neutral film in Hollywood history.

Opiate of the masses? Sure, why not. As long as that digital narcotic comes with a green luster.

Photo courtesy buda fabiomori via Flickr.