(Photo via StockCake/CC0 1.0 DEED)
When we think of climate action, we often think of the obvious culprits such as oil and gas companies. However, climate action requires collective action from all industries, including the film and TV industry. Big-budget films produce 2,840 metric tons of carbon emissions, equivalent to “11 one-way trips to the moon.”
For example, in tentpole productions—predictable hit films that generate around $1 billion in global box office receipts—several factors contribute to the industry’s carbon emissions. 48% of on-set emissions stem from fuel use for generators and vehicles, with another 24% linked to air travel for cast, crew, and equipment, and 6% from accommodations. On the demand side of the market, emissions are even greater. Streaming videos produced 300m tonnes of CO2 in 2018—equivalent to the national output of Spain that year.
Greening Hollywood
Hollywood is synonymous with filmmaking, but that inadvertently means it is also liable for pollution. As reported in Time Magazine, “according to a 2022 regional analysis, a 1-hour scripted drama episode emits 41 metric tons of CO2 when filmed in Los Angeles (L.A.), 68 metric tons in New York, and 136 metric tons in Atlanta.” The fossil fuel makeup in each city’s grid lines explains this difference. For example, Atlanta is among the more fossil-dependent grids, with natural gas and coal supplying more than 80% of the power.
Thankfully, with emissions on the rise, so are practices of sustainable filmmaking. In 2021, the Producers Guild of America issued an industry-wide call for a transition to clean energy. They pledged to accelerate “sustainable actions to reduce our emissions by 50% by 2030.” Priorities include eliminating the use of diesel generators, installing EV charging stations, maintaining low-carbon buildings, supporting green initiatives, and more.
Industry leaders are also working towards this pledge. In 2023, Netflix and The Walt Disney Company launched the Clean Mobile Power Initiative, which aims to increase access to clean mobile power technologies for film sets. Given the gravitas of its founders, the initiative is steadily accumulating strategic partnerships. In 2024, entertainment industry equipment suppliers, including The MBS Group, Sunbelt Rentals, and Quixote by Sunset Studios, joined the initiative as partners.
Spearheading Sustainable Filmmaking in the UK
The UK is setting the standard for sustainable filmmaking globally, thanks to industry-wide collaboration and strong infrastructure. The British Academy of Film and Television Arts (BAFTA) launched the albert certification in 2011 — one of the first comprehensive industry tools for measuring and reducing carbon emissions in media production.
Producers can use the albert calculator to measure a production’s carbon footprint, submit the results to broadcasters or funders, and compare them with data from over 1,000 other productions in our database. All BBC, ITV, Channel 4, UKTV, Sky, TG4, and Netflix productions need to have an albert certification, making the UK the first country to mainstream sustainability across major broadcasters.
Further, the British Film Institute (BFI) has formally declared a climate emergency. The BFI’s strategy includes embedding carbon accounting in its progress, funding research to support green transition and “reach net zero ahead of the 2050 government deadline.” The progress of the British Film Institute reflects sustainable values outside the film industry, with the Labour government announcing several new bills like the Great British Energy Bill to “set up a publicly owned clean power company to accelerate investment in renewable energy.”
The State of Green Production in Canada
Canada is also making strides in the industry. In 2021, CBC/Radio-Canada unveiled a five-year plan on sustainable production practices, called “Greening our Screen.” It included a commitment for all in-house productions to use albert, and for the program to certify 25% of them as sustainable.
In 2022, it expanded on this strategy by requiring all independent producers with budgets over $400,000 to use albert. For projects under this budget, CBC requested a sustainability plan outlining their specific commitments to reduce footprints across location, energy, travel and transport, accommodation, materials used, waste management, and post-production.
Regional initiatives are also well underway. The British Columbia Film Commission founded Reel Green™ in 2006 to support education, engagement, and resources for sustainable production in the province. During the commission’s 2020-2021 fiscal year, this initiative contributed to a 40% rise in training in sustainable best practices.
In 2020, the Ontario Film Commission launched the Ontario Green Screen, providing a framework for measuring and reporting environmental impacts and industry progress, along with an electrical grid tie-in map to help producers easily access clean grid power across the province.
Interview with Producing for the Planet
Note: Interview notes have been edited for clarity and brevity.
Spheres of Influence had the honour of interviewing Marsha Newbery, Executive Director of Producing for the Planet, a coalition of Canadian independent media producers committed to acting on climate change. Producing for the Planet’s strategy focuses on three key areas: fostering collaboration for low-carbon practices, encouraging producers to reduce pollution and waste, and promoting industry sustainability through research, education, and targeted initiatives.
SOI: In your view, what are the biggest environmental challenges facing film and TV production today—and how are these challenges unique to Canada?
Marsha: The main challenges include access to infrastructure across the country, which can increase travel and transportation emissions, and limited clean energy options. There is also a lack of market interest for climate content and insufficient training for creatives and crew. These issues are particularly acute in Canada due to its vast geography and regional disparities in infrastructure and energy availability.
SOI: How do film industry tax credits work in Canada, and what are the sustainability implications? Are there international examples of tax incentives for green film productions?
Marsha: In Canada, the film industry is supported by federal and provincial tax credits, with some provinces offering additional regional incentives for productions shot outside major centers like Vancouver or Toronto. For example, in Vancouver, productions filmed beyond a certain point qualify for an extra regional tax credit.
These incentives are designed to encourage production in less central regions, but they can unintentionally increase travel distances for crews and equipment. This factor is often not reflected in carbon footprint calculations. Currently, tax credits in Canada do not account for sustainability or carbon emissions, though there is growing interest in integrating green standards into these incentives.
Internationally, some countries have already implemented tax incentives specifically for sustainable productions. New Zealand offers a 5% tax credit top-up for productions certified as green, and Austria has a similar incentive. These models demonstrate that financial incentives are highly effective in encouraging sustainable practices and could serve as examples for Canadian policy development.
SOI: Has there been any policy advocacy for green tax incentives in Canada?
Marsha: Policy advocacy is being considered, but timing is crucial due to strong industry lobbies and competing priorities. There is recognition that the industry faces many pressures, so any advocacy must be strategic and coordinated.
SOI: How has Producing for the Planet helped shape industry attitudes toward sustainability, and what kinds of changes have you seen from production teams so far?
Marsha: The organization launched in 2024 and recently completed its first annual action report. Seventy producers across Canada submitted reports, which we consider a strong turnout for a voluntary initiative. Producers were asked to complete at least four actions across four focus areas: Action on Screen, Emissions, Waste, and Collective Action. 70 companies reported over 1,900 actions—an average of 28 per company.
Reducing emissions is the top priority and the most popular area of action, accounting for about a quarter of reported actions. The organization believes this is appropriate, as emission reduction is essential for the industry to move toward net zero. This level of engagement exceeded expectations and demonstrated a strong commitment to climate action among producers.
SOI: What impact has coalition membership had on producers?
Marsha: About 85% of surveyed producers said coalition membership has helped them advocate for climate action within their organizations. The coalition provides a framework and accountability, making it easier for producers to drive change internally.
SOI: How has the coalition grown since its launch?
Marsha: The coalition started with 40 companies and has grown to 100 in about a year and a half, reflecting increasing interest and commitment to sustainability within the industry.
SOI: In 2022, CBC began requiring all Canadian independent productions with budgets of over $400,000 to report their carbon footprint. In regard to mandatory reporting, how do you differentiate between meaningful action and a box-ticking exercise?
Marsha: This is tricky. Our data shows that over half of our reporting producers only measure their footprints when mandated to do so. While it is clear that a mandate can increase action, I am more concerned with the producers who are not doing it unless they have to. I think this is a signal that carbon tracking, especially quality and reliable tracking, is onerous and challenging. Producers need more support in terms of access to funding to hire skilled support so that they can embed these practices into their production workflows.
SOI: Beyond emissions, what unique role can the film industry play in climate action?
Marsha: The film industry’s superpower is its ability to influence culture through storytelling. By producing content that addresses climate change, the industry can help shift societal attitudes and educate audiences, contributing to the broader cultural changes needed for a sustainable future. For example, the Knowledge Network documentary series “Wildfire” is an excellent example of storytelling that brings the realities of climate change to audiences.
SOI: Looking ahead, what would a truly climate-conscious film industry in Canada look like by 2030, and what steps do we need to take to get there?
Marsha: We have to get to the point where non-polluting production practices are the default, but we cannot get there until the infrastructure exists. Right now, much of the technology that we need is not on the market yet. Changes in technology, like virtual production and Artificial Intelligence, are also going to change the landscape of what it means to be sustainable.
The Way Forward
In the near future, it will be interesting to see how innovations such as clean technology microgrids, “small-scale power grids that operate independently to generate electricity for a localized area,” circular resource strategies, and industry-wide collaboration address sustainability shortcomings. For example, as the name suggests, circular resource strategies aim to lengthen the life of products and materials. In the film industry, people apply these strategies in set construction, costume design, and waste management.
In the meantime, while some technical solutions and roadmaps exist, widespread industry adoption across countries is slow due to organizational barriers and a lack of government support. Governments have a key role in accelerating development through federal mandates, as well as tax credits and incentives for sustainable production. On the other hand, consumers should also be aware of how their actions influence emissions.
By choosing to support productions that embrace sustainable practices, we can help drive the film industry toward a greener future without sacrificing the stories we love, much like many consumers choosing fair trade coffee or ethically sourced fashion. After all, the film industry is a creative escape for many of us.
Edited by Emma Webb
