
James Cameron's AVATAR is the most popular film ( at least in gross wise,) ever; beating TITANIC a few months ago. While losing the all important Best Picture trophy at the Oscar's (to another film that deals with social change- THE HURT LOCKER,) AVATAR's effects are being felt far and wide. Not only revolutionizing a new era in 3D filmmaking, but raising a plethora of awareness on various environmental issues.
The interweaving of political and environmental issues into the story was not accidental. AVATAR's director, James Cameron, (who also wrote the film,) has intentionally not only built his entire story around them, but his marketing plan as well. The recent DVD/BLU-RAY release of AVATAR coincided on this past week's Earth Day- a day set aside as a reminder to live a more "green" life.
I think AVATAR's effect on the viewing public's environmental awareness is minimal, though minimal is indeed better than nothing. Anyone who has seen the film has memories of scenes where lush rain forests filled with nature loving people are wiped out, burned away and killed. The villains in the film could care less about their effects on the land and people they are destroying, while the protagonists are much more open minded and caring about the earth and natives that inhabit it.
Out of the millions who have seen or bought the film, I don't think many are going to run out and join Greenpeace, or suddenly start recycling, but perhaps they are more thoughtful about harming the earth after having seen it. Having the DVD release of the film on Earth Day was nothing more than a marketing gimmick to stir up discussion. Whether it was a gimmick or not, the Earth Day release was a smashing success- it's currently the title holder of fastest selling Blu-Ray DVD ever.....
Even if the public doesn't go out and change much, Cameron will.... on the heals of the success of the movie, he recently started helming another project, though it's not a film......
"James Cameron attended the Avatar Home Tree Initiative Launch in Los Angeles on Thursday evening. The plan is to plant one million native trees in 15 countries by the end of 2010. Director David Cameron, Avatar actress Michelle Rodriguez and Heroes star Hayden Panettiere spoke to reporters about the cause and why they thought Avatar was such a success. "SOURCE:
http://news.bbc.co.uk/2/hi/entertainment/8640086.stm