Do Green Screens Mean Green Shooting?

Virtual production techniques offer cost savings for studios and marketers and raise questions about sustainability. With increased ESG reporting requirements in the EU, it's important to examine virtual production's role in reducing carbon emissions and its potential as a sustainable filming solution. Let's explore the creative possibilities and potential benefits for brands and the environment.

ESG as the Path to a Sustainable World

The European Union's Corporate Sustainability Reporting Directive requires listed and large companies (and, over time, also small and medium-sized enterprises) and groups operating in the EU to report the whole 2023 year on a broad range of ESG (environmental, social, and governance) matters. 

The filming industry may not be top of mind as an entity that needs to take action to create a sustainable future. Yet commercials, music videos and feature film production significantly impact the environment, and the industry must take immediate and significant steps to tackle its carbon footprint. 

Virtual production - as an innovative filmmaking technique - might help alleviate the environmental ramifications of film and television sets. It is also gaining recognition for its ability to help studios, ad agencies, and marketers achieve their sustainable goals.

Here is an example of a perfect usage of technology applied in Standard Charted commercial, produced by Chrome Productions.

dir. Nick Jones, Agency: Chrome Productions, Agency exec Producer: Mark Wilson / Agency Producer: Hannah Lane, VP:  ATM Virtual 

Virtual Production is the New Green Screen

Virtual production is changing filmmaking by reducing set build and saving the environment. Combining real-time game engines with LED screens and camera tracking creates a highly realistic 3D world live on set. This allows for quick testing of creative ideas and blending of physical and digital elements in one shoot. Actors experience a deeper interaction with their surroundings, and stage designers have new opportunities to create efficient, believable and visually stunning sets. Virtual production replaces the limitations of green screens and opens up endless possibilities for world building, while reducing the environmental impact of traditional set build.

VP Reel, ATM Virtual 

Green Production Boost Creativity

Virtual production is not only likely to be a greener choice. Replaced real-world set builds with virtual, rendered environments is a considerable gain. Storing virtual locations is much more manageable than physical set design, and all locations can be reusable in the future. The reuse of virtual props and facilities reduces waste. 

According to a 2020 report by the British Film Institute (BFI), blockbuster films with budgets of over $70 million produce an average of 2,840 tons of CO2 per production (it takes 3,700 acres of forest to absorb the equivalent in a year). Often filmed across several countries, 51% of these vast CO2 emissions are transport related. 

An array of logistical benefits is presented with virtual production that goes beyond building a set on a computer. Moreover, these logistical and environmental benefits coincide with virtual production techniques' many creative advantages.

Launching a new scene takes only a few minutes, so all multiple locations are available during the working day. The true magic of virtual production allows being in the Sahara and on Mars all in one day and opening doors to hard-to-reach locations like the White House or the top of Mount Everest. Producers also gain full control over the weather, time of day, or light conditions. No longer need to chase the golden hour or plan weather backup days. 

Thanks to the so-called driving stage and flying stage, we can record images of cars, airplanes, or boats in motion without ever having to leave the studio. 

Traditional production concerns like permits, airline travel, bookings, and even laws of physics are no longer roadblocks to be managed when trying to find that perfect location. 

In terms of a sustainability perspective, the carbon footprint is significantly reduced because of less travel with an entire on-set crew, physical props, costumes, or other equipment and resources. BFI study reveals that around 16% of a film's carbon emissions derive from international travel and 4% from the accommodation. In Deloitte's report, virtual production has been shown to lead to at least a 20% reduction in travel.

Time, Money and Environmental Impact Optimisation

Virtual production is a game-changer for companies looking to reduce costs and increase production speed. With its cutting-edge technology, it eliminates the need for lengthy shooting days, costly set constructions, and logistics fees, leading to significant budget cuts. Moreover, the reduction in production time also results in reduced carbon usage, making it an environmentally friendly solution.

By using virtual production, companies can create a large amount of video or photo content in just one day, in multiple locations, and with less time required overall. This not only saves money, but it also allows actors to showcase their full potential, as they spend less time on set.

In conclusion, virtual production enables companies to deliver Hollywood-quality storytelling without breaking the bank, and with a reduced carbon footprint.

Save on Post Production

It is time to rephrase a well-known saying in the film industry: "we will fix it in post." The virtual production re-orders the overall production process and pipeline. Following the "we will fix it in prep" approach, virtual production means the time is reallocated from post- to pre-production. 

Virtual production reduces the amount of time, energy, and resources required to complete a project. All photorealistic 3D graphics are created in full quality in advance, reducing the need for post-production fixes and corrections. The marketer is also involved from the start, providing a more collaborative and efficient process.

Virtual production also offers greater flexibility on set, allowing for real-time adjustments to the environment and even swapping out elements with ease. 

It is important to note that virtual production requires a significant amount of preparation and power-hungry equipment. However, a research project by Filmakademie Baden-Württemberg showed that virtual production can consume up to a third less energy compared to traditional, offline rendered productions!

By reducing the number of digital pre- and post production days, virtual production is a clear choice for sustainable and environmentally conscious film production.

What's Next?

Virtual production, like any cutting-edge technology, is constantly evolving and improving, and more filmmakers might embrace it to enhance their production capabilities. Virtual production allows us to meet several significant marketing challenges in one swoop – the need for more assets, greater creativity, and being much more efficient thanks to lower budgets and time-saving. 

From a sustainability perspective, virtual production is less harmful to the environment than any other type of film, TV, or broadcast media production. 

It could significantly impact the race to net-zero emissions. 

However, it must be considered as just one component of a suite of tools to deploy to clean up the industry.

Dive with Us into Virtual Production

If virtual solutions could improve your next production's sustainability, hit us for more information radka@atmvirtual.pl