A couple of days ago, I listed a few companies with special Earth Day offers, noting the irony of consumption on this occasion. Speaking of other marketing campaigns, here’s one tailor made for Earth Day. The April 22nd 2010 release of Avatar on DVD and Blu-ray. It almost seems designed for Earth Day connections from its inception onwards. And that is Avatar. James Cameron’s digitally cutting edge epic centers around humans having depleted their own world’s resources setting their sights on those of an alien world. As if we can destroy what we have and be free to take from another…
20th Century Fox has even gone so far as to call this April 22nd “Global Blu-ray Media Day.” Rather blatant media manipulation may easily be claimed, but such publicity does increase attention and raise awareness of vital planetary issues. As well, we have often come to rely on corporate sponsorship for many things, everything from charity support to sporting events. Sure, there’s direct or indirect financial benefit for the donor(s), but just because something is big business does not mean all good intentions are automatically lost or should be discounted. Their money and notoriety can do great things for some great causes.
James Cameron has said, “I’m not trying to sell DVDs on the back of the hardship of [the] planet as much as I’m hoping that [a] continued conversation around Avatar, and around the needs and issues [of the environment], will actually kind of elevate consciousness about the different things that need to get done.” Through his partnership with Earth Day Network, one million trees will be planted around the world, including in China and earth-quake ravaged Haiti.
It’s another overarching theme that seems his almost larger than life pattern, in a good way. For it was with Titanic that Cameron also hoped to spark thought about our behaviour and mores. Our audacity to think that we could build a ship that could not sink, that we could overcome anything nature threw at us, was Titanic’s undoing in many ways. Cameron saw that and brought the point home very viscerally as he literally broke his Titanic in two.
I think the mind and heart of James Cameron leads him to these colossal projects that in turn end up profoundly affecting him further. After Titanic he continued to dive to the wreck documenting even more of the ship before it slips from us altogether, returning to the earth. Obviously environmentally aware prior to creating Avatar, his awareness has only increased since. He has said, “So I am getting very involved with environmental activists and going to a whole other level.” Interesting to note too that the top two grossing movies of all time are both thanks to this man, and both are comments, subtle or not, on human behaviour and our connection to nature.
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Inspiration for us all. Happy Everyday on Earth!
A Couple of Video Clips:
James Cameron was honoured on April 18th 2010 by the Community Environmental Council in Santa Barbara, as they hosted the 40th anniversary celebration of Earth Day. He speaks at length about what’s happening to our world, and what he’s trying to do to help.
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