Evan's Almighty Green Packaging

The movie may suck, but the packaging in Canada is of biblical importance: Unversal is doing a test of new eco-friendly packaging of Evan Almighty in model-thin cardboard sleeves. Bruce Kirkland notes "That is instead of the usual big, fat, plastic box which dwarfs the small disc inside, creates unnecessary waste and turns into an archaeological dig just to get it open. Except for the shrink-wrap around it and the plastic security tag inside, everything about the new package is eco-friendly, according to Richard Bicknell, vice-president of marketing for Universal Studios Home Entertainment Canada. That includes the use of soy ink, waterless printing and sourcing of the paper products from green-managed forests.

"This is something we're committed to: environmentally friendly packaging," Bicknell told Sun Media about the made-in-Canada solution.

"This is a Canadian exclusive. This is not happening anywhere else in the world. But, obviously, the Americans are aware and very interested to see how this performs. They're really excited for us and they're rooting for us and they want to get to a place where they can do this, too."

George covered the American marketing of this film earlier here; Bruce Kirkland continues with a description of the movie's production:

While the $175-million movie itself stinks, it still seemed perfect for green packaging. During production, director Tom Shadyac committed himself to a zero impact on the environment.

"We sort of wanted to live the themes of the movie," Shadyac says on the DVD. "We sort of wanted to walk the walk. We were trying to be the first green movie. By a green movie, it means that you leave no footprint."

Shadyac bought hundreds of bicycles for cast and crew to use. When sets were dismantled, including the Ark that Steve Carell builds at God's insistence, 90% of the wood was reusable and donated to Habitat for Humanity. So were 120 doors and windows from on-set houses, plus landscaping materials. In addition, 2,000 trees were planted in a Virginia wildlife refugee to offset carbon emissions.

Movies can still be made, Shadyac says, "but you don't have to do a lot of damage in the process." ::Canoe

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