Behind the scenes
: exploring the challenges and benefits of implementing green production measures in the advertising film industry

  • Ilaria Rizzo (Student)

Student thesis: Master's Thesis

Abstract

As a result of several studies and reports published in the 21st century, which demonstrated the significant environmental impact caused by the production of audio-visual content, the Green Production trend has emerged, urging film production companies to start adopting sustainable practices within the production process. While the trend has gained prominence in recent years
within the feature film and television industries, the advertising film industry still seems to be lagging in the implementation of Green Production measures. In this regard, the main objective of this internship report is to determine the extent to which advertising film production companies are reluctant to implement sustainable practices and whether there are external factors influencing this reluctance. The methodology employed in this research includes an indepth literature review about the environmental footprint of filmmaking and Green Production, the descriptive memory of the conducted internship and three expert interviews. A comprehensive analysis of the various sources confirmed a persistent reluctance in the implementation of Green Production practices among most advertising film production companies worldwide and resulted in two main conclusions. First, the reluctance is rooted in a lack of media coverage and governmental support which leads to misinformation on the subject and a lack of motivation among those working in the industry to start implementing sustainable measures. Second, the main factor contributing to the reluctance is the fear of additional costs associated with sustainable film production, which would be eliminated if clients or governments would start providing an extra budget for the implementation of Green Production measures. Overall, the research found a gradual increase in interest and awareness towards the Green Production trend in recent years, particularly in the television and feature film sector and less so in the advertising film sector.
Date of Award19 Jan 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCatarina Duff Burnay (Supervisor)

Keywords

  • Green production
  • Advertising film industry
  • Environmental footprint of filmmaking
  • Sustainable film production

Designation

  • Mestrado em Ciências da Comunicação

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