Eco-cinema is a subset of environmental advocacy that uses cinema as a medium to address environmental issues and encourage action. To raise awareness about pressing environmental challenges, films including documentaries, short videos, feature films etc., showcases the beauty of nature along with the threats it faces to encourage action among viewers and consider their role in protection of environment and also encourage sustainable practices.
Eco-Cinema: How the concept came into being?
The concept of “Eco-cinema” was first introduced by Scott MacDonald, a film scholar. He used the term Eco-Cinema in his article “Towards an Eco-cinema” in 2004. However, at a similar time, David Ingram also explored the idea of an ecological cinema as a means of certifying if a film had an emphatic environmental message.
Furthermore, the term “eco-cinema” was explored in the book “Framing the World: Explorations in Ecocriticism and Film” that contains a collection of essays contributing to the greening of film studies and broaden the reach of Eco criticism, a field that has its roots in literary studies. Based on the book, eco-cinema was categorised in the following ways:
Ecocinematic films are films that:
(i) openly address environmental justice issues and focusing on nature, from landscapes to wildlife, has wider philosophical ramifications for comprehending and appreciating the community in a systemic and non hierarchical manner.
(ii)considers showcasing biocentric or ecocentric ideas rather than anthropocentric (human-centred) interpretations of natural events.
(iii) spans across genres and production methods
(iv) might include fiction, both full-length and short along with documentaries, experimental films and videos
However, with the recent interest in the area, Ecocinema as a term is still evolving in Ecocriticism and media studies and is arguable.
Eco-cinema at the global level
The film industry has significant influence on public conversations, extending its power to the realm of environmental issues. Eco-cinema began as a response to the growing ecological concerns and the film industry’s recognition of its role in showcasing and making an impact on the environment. Several films have set different new standards in eco conscious cinema.
It is acknowledged that Soylent Green(1973) is the initial approach of popular culture to the environmental issues resulting from rapid and uncontrollable growth of population and urban environments which have been causing damage to the natural sources and also having an impact on the climate.
(Yaslikaya, 2015). Lipschutz’s environmental and anti-neoliberal perspective on the Soylent Green is depicting the dystopian view for today’s society as well (Lipschutz, 2006). Lipschutz (2006) stresses that;
“Today, under a global regime of neoliberal accumulation, the body is, more than ever, a focus of simultaneous production and consumption.”
In this genre, some other films have notably made their mark. “Koyaanisqatsi”, “An Inconvenient Truth(2006),” “Avatar(2009),” “Wall-E(2008),” “Before the Flood(2016),” “The Day after Tomorrow(2004)” and “Okja(2017)”. Each one of these movies skilfully combines a captivating story with an important message about planet Earth. Along with serving entertainment, these films also inspire a call to action among the audiences. These movies show the ability to effect change in the real world, making them important topics for discussion in the realm of ecological advocacy and awareness.
It is quite evident that there is a market and also an audience that can be tapped in the regard of eco-cinema. Financers, who are devoted to cliched, formulaic, mainstreams movies need to make a move here and come forward to support the films of this genre. Especially, the independent films that are beginning to offer a more authentic, diverse image to the audience. By doing so, they will not only foster creative innovation but also cultivate a loyal viewer base craving perspectives.
Also Read: Digital Marketing: 5 Amazing Tips you should note to make your marketing a hit
