By Saulė Savanevičiūtė

On 9 January 2025, Europa Distribution kicked off the year with the fourth edition of its Green Distribution Lab, an online session dedicated to learning, sharing and brainstorming sustainable practices in film distribution. During this three-hour, online event, participants explored the realities of the film industry’s carbon footprint and ways of integrating sustainability into their daily operations. This session featured a keynote presentation by an expert on ecological issues in the film industry, Juliette Vigoureux (France), founder of La Base and co-founder of the CUT! project (Cinéma Uni pour la Transition), as well as case studies by the members of the association, showcasing their release strategies for impactful “green films”. The session concluded with a collaborative effort to refine Europa Distribution’s Green Distribution Toolbox, an evolving resource designed to offer practical recommendations for making distribution more environmentally friendly.

While progress has been made in greening production and exhibition, distribution remains underexplored in terms of actionable tools and strategies. Against this backdrop, the Green Distribution Lab stands as a vital platform for advancing environmental efforts within the sector, promoting collaboration, and enabling knowledge-sharing among distributors and sustainability experts. Juliette Vigoureux, a former film industry professional who returned to the sector after extensive training in sustainability with the mission of driving meaningful change, delivered a compelling presentation on the urgent need for transformation. Her insights highlighted the critical role distributors can play in aligning their practices with broader ecological goals, positioning film publishing as an integral part of the industry’s transition towards sustainability.

Vigoureux opened her presentation with a stark reality check: according to 2018 data shared by the Institut National de la Statique et des Études Économiques (France), the average European generates 11 tons of CO₂ annually – a figure that must drop to just 2 tons by 2050 to meet the Paris Agreement’s targets. Changing behaviours, however, remains a challenge, particularly given the limited representation of climate-related topics in film narratives. A study by the University of Southern California revealed that fewer than 3% of screenplays referenced ecological issues, while L’Observatoire des Imaginaires found that nearly half of all fiction films depict air travel, normalising behaviours accessible to only a small portion of society and perpetuating unsustainable habits. Vigoureux stressed the power of storytelling to shape societal attitudes, calling for a perceptual shift to inspire environmental consciousness.

Looking into production and exhibition sectors, she presented more sobering data. Based on a recent study by CNC, film studios in France emit an average of 22 tons of CO₂ daily, with transportation accounting for nearly 80% of this footprint. Festivals and cinemas contribute significantly as well; 90% of the Cannes Film Festival’s 2022 emissions stemmed from attendee travel, with audience transportation accounting for 70-90% of emissions linked to French cinemas. These figures, underscore the industry’s dependence on fossil fuels and the pressing need for structural change. “We don’t know how to produce, distribute, or exhibit films without fossil fuels,” Vigoureux noted, urging participants to rethink their practices, and emphasising the interconnectedness of decisions made at every stage of a film’s lifecycle, their cascading impacts on the value-chain.

Despite these alarming findings, Vigoureux offered hope through tangible solutions. She introduced a range of tools, including carbon footprint calculators, sustainability charters, and training programmes. Central to her efforts is the CUT! project, a French non-profit association dedicated to promoting ecological and solidarity-driven transitions in the film and audiovisual sectors. With over 300 members, CUT! focuses on reshaping industry practices by fostering new narratives, encouraging sustainable production methods, and implementing impactful distribution strategies, all with the goal of creating a fairer, more sustainable industry. Partnering with Pathé, CUT! organises “Séances CUT!”, curated selection of sustainability-focused films, providing them with special exposure through partner theatres, comprehensive communication materials, and grants to support impact campaigns and promote their releases on both national and local scales.

In addition to CUT!, Vigoureux’s consultancy firm, La Base, supports sustainable cultural businesses through research and tailored guidance. In partnership with Flying Secoya and the Acclimatization Office, La Base delivers “Fresque du Film,” a workshop programme educating film professionals on the environmental impact of their activities. Currently active in France, The Netherlands, Italy, and Germany, the initiative is working on adaptable methodologies to extend these practices across European markets, fostering widespread positive change. Additionally, La Base is developing a specialised calculator to measure the environmental impact of cinemas, with plans to adapt the tool for the distribution sector. In collaboration with CNC, the expert is working on a comprehensive study to evaluate the carbon footprint of film distribution in France. Together these initiatives aim to establish robust benchmarks and actionable tools to drive sustainability, including in distribution, finally.

Despite emerging innovations, systemic change remains a necessity within the distribution sector. The expert urged participants to rethink traditional business models, embrace eco-responsibility, and adopt a “less is more” approach. “Structural transformation is essential to ensure our activities thrive in a post-fossil-fuel society,” Vigoureux emphasised. Her presentation highlighted the need for collaboration across the film value chain, stressing that all sectors must collectively shoulder the responsibility of driving meaningful change. “Distribution is part of the life cycle of the movie, so we need to work all together,” Vigoureux concluded, leaving participants with practical tools and a deeper understanding of their role in fostering sustainability in the industry.

Acknowledging the growing necessity of supporting and highlighting narratives that put their emphasis on the green topics, and most importantly, the responsibility of independent distributors when it comes to bringing these films into the spotlight of the mainstream audience, the second part of the workshop focused on case studies of releasing sustainability-focused films. Three Europa Distribution members shared insights into developing impact-driven strategies, building partnerships, and innovating green marketing to elevate films addressing ecological themes.

Exploring the intersection of films and environmentalism, Michael Höfner of GM Films (Germany) detailed the thoughtful approach behind the release of Mountain Ride (2024), a Swiss documentary film by Dominique Margot that delves into humanity’s connection with the Alpine environment. Rather than overtly branding the film as “green,” Höfner embraced the artistry and the setting to appeal to a wider audience. This nuanced strategy was complemented by a key partnership with the German Alpine Association, the largest mountaineering organisation in the world. Together, they expanded the film’s reach through screenings in unconventional venues such as clubhouses and community centres and organised filmmaker-led tours across the Bavarian Alps. This collaborative model not only engaged niche audiences but also transformed the release into GM Films’ most successful in 15 years, proving that meaningful partnerships and targeted strategies can significantly amplify an environment-focused film’s resonance.

In France, Haut et Court demonstrated how early planning and strategic collaborations can turn a challenging subject into an impactful campaign. Savages [+] (2024), an animated stop-motion feature by Claude Barras, examines deforestation and its impact on indigenous communities in Borneo. Recognising the difficulty of connecting younger audiences and families with such a serious theme, Haut et Court, co-producer and distributor of the film, initiated an advocacy-driven impact campaign. “We decided to start thinking about the impact campaign very early in the making, bringing partners onboard to amplify the film’s message”, stated Laure Caillol. Partnering with NGOs such as Greenpeace, Foodwatch, Kalaweit and the Bruno Manser Fund, they leveraged these organisations’ networks to host screenings for schools, policymakers, and local communities. A central pillar of the campaign was an interactive mini-website encouraging education and advocacy, which resulted in tens of thousands of petition signatures addressing harmful environmental practices of large corporates. Caillol’s presentation showcased how distributors can bridge storytelling and activism, fostering awareness and action while setting a benchmark for environmentally focused campaigns.

Bringing a holistic approach to the forefront, Audrey Neuville of O’Brother (Belgium) shared insights into the company’s aim to distribute films with sustainability and social themes. “We try to always bring film with values that we share, such as inclusion, diversity, and ecology, she remarked, presenting recent titles The Green Deal (2024), an eco-thriller by Édouard Bergeon and Oink [+] (2022), a stop-animation for kids by Mascha Halberstad. These releases were supported by tailored impact campaigns crafted in partnership with NGOs, green businesses, educational institutions, and slow press outlets. While some local associations hesitate to fully engage if the subject feels removed from their immediate focus, these collaborations usually help amplify the campaigns through social media promotion, giveaways, special events, and eco-conscious merchandise. Q&A sessions with activists and educators proved instrumental in fostering meaningful audience connections, reflected in large attendances and overall engagement with the topics of the films.

Across the board, distributors are forging a path towards a more sustainable and impactful future for the film industry, building meaningful partnerships, amplifying diverse voices, and innovating ways to share ecological stories. To support others in evolving their practices, the session was crowned with the presentation of the latest version of Europa Distribution’s Toolbox on Green Distribution. Christine Eloy, Managing Director of the association, introduced the updated resource, enriched with contributions from participants and the team of the association to ensure it remains a dynamic and adaptable guide for the industry’s evolving needs. Building on prior editions and the work of the ED team, which addressed sustainable travel, green acquisition strategies, and eco-friendly office operations, the enhanced toolbox now features fresh insights, including strategies for balancing digital and physical materials, understanding the impact of digitalisation, accessing specialised training and handbooks. These tools aim to empower distributors, equipping them to measure their footprint and make informed, sustainable choices.

This year’s Europa Distribution Green Lab underscored the pressing need for systemic change within the distribution sector, placing collaboration at the heart of its message. From Juliette Vigoureux’s critical insights to inspiring case studies from distributors, Europa Distribution members were offered a platform to foster a collective approach to greener distribution. Emphasising practical, actionable solutions, the Green Lab continues to evolve, providing distributors with the tools to integrate sustainability into their daily work. One
conclusion stands out: meaningful collaboration across the entire value chain is not just beneficial – it is essential to ensure the success and longevity of sustainability in the film industry.