Anne Wessman, head of APFI, the Finnish Film and TV Producers Association, said Finnish producers were appreciating a new partnership to tackle climate change in the country.
Illuminated in the film and TV sector, the initiative, brought together by Albert International Environmental Nonprofit, will provide producers with a set of tools and metrics already adopted by 20 countries to measure the causes of carbon footprint.
“One of the key issues in this initiative is the provision of concrete practical equipment for production,” Wesman said. “Sustainability policies make a difference only when it is clear that it is more than a belief. And the impact of such tools can only be measured if it is a systematic toolkit used by everyone. Only then is the data reliable and what can we really say?” Whether we are making the right impact. ”
“This new relationship, led by APFI and its partners, will establish stability at the heart of the Finnish audiovisual industry” and support it by taking the necessary steps to scale and shrink the industry, ”said Roger Canella-Mas, Albert’s international manager. Inspires viewers through environmental footprints, as well as on-screen content. ”
Canela-Mas added that Finnish film production deserves a new green focus, as a mix of government agencies, film commissions and broadcasters who are typical partners “will ensure that we have access to all the tools and education necessary to achieve the global Net Zero goal.”
Wesman says the initiative has grown biologically out of concern for local producers.
As APFI began talking to Albert in 2019, he explained, “Some of our member production companies have said that sustainability is an important issue and that APFI can address this more broadly across the Finnish industry.”
Discussions and panels on the subject followed, including sustainability during the 2019 Finnish Film Affair, in which Albert participated, and APFI invited a team of key decision makers from Finland’s film and TV industry to “work as an industry in sustainability.” . ”
They agreed on the need for general measuring instruments, chose the Albert ecosystem and licensed toolkits for use throughout the industry. “APFI will run this larger initiative, where we will also develop a strategy for the industry,” Wesman added. “It will focus on all key principles of sustainability, not just environmental issues.”
He said the producers responded with enthusiasm.
“It’s clearly become an important issue for filmmakers in recent years – to some they brought it themselves and wanted sustainability to be an integral part of their business and production, and for the rest I think it’s something they finally understand is one of their jobs.” It has become mandatory so they need to accept it. ”
Projects such as the upcoming children’s feature “intelligence agency Henka and Kivimutka”, produced by the Fisco Films Company and based on a children’s book of the same name, indicate that the Finnish bizarre is already at the right wavelength, Wesman said.
The film, with more than 400 crew in Lahti last year for more than 28 days, aimed at sustainable development and a roundabout economy using recycled materials and real location, with the help of the city’s Green Lahti initiative, aiming for sustainable development and stage economy, and vegan catering. Distributed by Future Film, the project will head to next year.
Westman added that Albert’s tracking tools are based on existing advances. “Honestly, nowadays anyone who co-produces larger internationals is already presented with mandatory quotas and equipment that need to be integrated into their production.”
He cites an APFI member production company who reports that for their co-production with the UK they already need to make sure their team has a certain level of diversity both in front and behind the camera.
“So quotas are already definitely a part of some productions. But the rules and quotas are accepted fairly well by the production companies because it is much easier on a practical level when goods are required from the suppliers.
Production managers can now tell any supplier that they need green practices by broadcasters or commissioners, he said, not just as part of their production policy.
The biggest challenge of implementation, Wesman says, is “learning to use the complete Albert Toolkit.” He said it may first take time to enter all the data into the online carbon footprint calculator. “But once these things are learned, they become routine, just like any other part of production. Moreover, I think any resistance that a producer may feel will be a thing of the past when they realize that green practice in production is statistically clear. Saves.
The new policies go far beyond the current orders of most Finnish film funding companies, although most already encourage best practices.
“For some, however, they already need an environmental plan for production if there is no hard data on emissions,” Wesman said.
He predicted that in about five years “this will be a condition of any state-funded institution. Given Finland’s goal of becoming carbon neutral by 2050, no sector will be exempt from the green system. You cannot fight City Hall.”
APFI is not new to environmental concerns, of course, helping to publish “Ecosity” in 201 Ek, a practical guide to more environmentally friendly work from pre-production to a guidebook on sustainable audiovisual production.
“At the policy level, we are working to incorporate more green policy and practice into our own organizational strategies,” Wesman said. “And of course as part of our larger initiative we will write a sustainable strategy for the entire industry.”
APFI will consult with funding agencies, broadcasters and others “who will hopefully be able to promote green policies. It is always easier to persuade people to use something if it is encouraged.”
Ideally, he said, if they incorporated the Albert Toolkit and adhered to the APFI green strategy, productions could receive a higher level of support or higher incentives.
The green policy complements APFI’s broader sustainable strategy, Wesman said, along with economic, environmental and social foundations.