After Avatar comes a flock of green films to Singapore

Esther Au Yong my paper, Asia One 22 Apr 10;

ARISING global awareness of environmental conservation issues is paving the way for an increasingly viable eco-film industry.

More environmental documentaries - like the Academy Award-winning An Inconvenient Truth, the Leonardo DiCaprio-narrated The 11th Hour and Disneynature's blockbusters Earth and Oceans - are being turned out.

And it is not just the hippie tree-hugger types that are going to see them - general moviegoers are growing keen on such movies as their own awareness of conservation issues begins to rise.

Oceans will make its debut in the United States today in celebration of Earth Day.

Disneynature was set up in 2008 precisely to make nature films that entertain and educate the masses.

Its head, Mr Jean-Francois Camilleri, said in a press release announcing its launch: "By working with the best wildlife directors, we will offer nature as never seen before, help the audience to discover the incredible beauty of our world but also understand the challenges for future generations."

In Singapore, distributors are also seeing a steady demand for such environmental documentaries.

For example, Shaw Organisation has been distributing an eco-film every year since Sharkwater in 2008, which raked in close to US$1.7 million (S$2.3 million) in total worldwide.

Tonight, the Disneynature film, Earth, will make its Singapore premiere. To date, worldwide sales stand at more than US$108 million.

Shaw Organisation's executive vice-president, Mr Mark Shaw, said: "While supporting environmental causes are a part of our corporate social-responsibility programme, it is undeniable that there is increasing demand for eco-movies from our consumers.

"This is especially so for documentaries which are filmed from breathtaking angles with cutting-edge technology.

"We have picked up these films, as we feel that they have educational value specific to our local audiences."

However, he pointed out that it would not be fair to judge eco-films against mainstream movies.

"Eco-films occupy a different market space as compared to mainstream commercial products. While I can't comment on the profitability of eco-films, I think that they are definitely highly successful as far as the documentary genre goes," he said.

Environmental organisations here are also using these green films as a way to educate and reach out to their target audience.

Tonight, Young NTUC will be screening Tapped - a film which examines the business of bottled water - as part of its environmental outreach.

Mr Steve Tan, Young NTUC's executive secretary, said: "Green films help raise awareness among the audience. To be able to review, discuss and think (about the environment after watching) them is an approach we take to arouse interest among our members."

Future screenings include the films Fuel and Addicted To Plastic.

Last week, the Singapore Environment Council (SEC) organised a charity screening of Earth, with sponsorship from L'Oreal.

Mr Howard Shaw, the executive director of SEC, said: "We see film as a great way to raise awareness about the importance of environmental conservation.

"The moving image is a powerful tool in changing perceptions and bringing a person to action."

However, Professor Kirpal Singh, a board member of this year's Singapore International Film Festival committee, feels that there is still a lack of sustainable enthusiasm from the local audience.

He said: "In Singapore, it's still a niche audience. Most people are not ready or willing to pay a lot of money to watch an eco-film.

"People are also aware of social propaganda. There is a high potential for the green film industry but not now, maybe in the future."

Related links
More details about environmental films being screened in Singapore on wildsingapore happenings.