By Francesca Marchesini
On April 16, Europa Distribution organised the fifth edition of the online Green Distribution Lab, a workshop dedicated to sustainable practices in film distribution. The session creates a space to share tools and recommendations, to brainstorm about possible concrete actions to improve the sustainability of the sector, and to exchange on the role of distributors in spreading environmental awareness through films and release campaigns.
The three-hour online workshop was divided into three main parts: the first one focused on a presentation about the impact of film distribution on the environment, analysing the carbon footprint of the sector and possible ways in which professionals can reduce it during the release of a film, in the office or in markets. During the second part, four distributors, members of the association, presented case studies on the release of Whispers in the Woods. In the final part, Europa Distribution shared the evolution of its Green Distribution Toolbox.
The first part of the workshop featured Juliette Vigoureux, founder of La Base and co-founder of the CUT! Project (Cinéma Uni pour la Transition), who shared her expertise on ecological issues in the film industry.
Vigoureux introduced the Environmental assessment of film distribution companies in France, a study conducted by the CNC in 2025 as part of the institution’s Action! Plan. It was a key moment during the workshop, as the CNC’s investigation is the very first study focused on the environmental impact of the distribution sector only. The research involved 18 French distribution companies, diverse in size and catalogue, whose activities were analysed throughout 2024, offering a portrait of the sector’s environmental footprint. The study demonstrated that there is no direct correlation between the number of films released and emissions: what is more relevant is the type of company and, above all, the way films are distributed. Within the French distribution sector, marketing and technical services emerged as the main contributors to carbon footprint, with online and physical campaigns, data transfer and film prints being the most impacting on the environment. Transportation was identified as the second main source of carbon emissions, despite accounting for just 5% of the sector’s carbon footprint. Additionally, almost all transportation’s emissions traced back to professional travels (festivals, meetings, tours). At the end of the research, the 18 companies involved in the project gathered in a workshop to co-construct a set of actions for a “greener” distribution. A cross-sector working group was also launched to develop tools that could help both distributors and exhibitors.
Before ending her presentation, Vigoureux outlined some actions that distributors can already implement to reduce their impact on the environment: collaborate with exhibitors to reduce the volume of physical materials, eco-design promotional items, reduce the volume of digital campaigns, optimise data transfer, reduce number of events, and shift to lower-carbon means of transport.
The second section of the online workshop explored the intersection of films and environmentalism thanks to four case studies on the release of Whispers in the Woods, the newest film by The Velvet Queen director Vincent Munier.
Maud Gavras, Head of Digital Marketing and offline media, explained the release strategy of French distribution company Haut et Court, who organised a nationwide tour across France with the director to market the film. In line with the film’s environmental theme, Munier and Haut et Court’s team travelled entirely by train to reduce the carbon footprint of this impactful promotional journey. Moreover, recognising the educational potential of the movie, the company created a screening-debate kit to be sent to organisations and cinemas interested in hosting events to spark environmental awareness. An educational dossier was also created for school screenings, as students were also identified as part of the possible target audience. Gavras affirmed that the company was very happy with the outcome of the release, as Whispers in the Woods (French title: Le chant des forêts) has become one of the most successful documentaries in France.
Susanne Margraf, responsible for PR, Media and Advertisement of Pandora, Germany, explained that the timing of the release highly influenced their marketing strategy: since the director was busy with the press tour in France and the film was not positioned in an A-festival at that time, the company could not rely on traditional promotional outlets and channelled its efforts on securing coverage in specialized nature magazines. At the same time, they developed a strong digital strategy, creating social media content in collaboration with environmentally engaged creators. Given the green layer of the film, Pandora made an effort to minimize the campaign’s environmental impact by avoiding the overproduction of printed materials such as posters and flyers.
Filmcoopi, the distribution company responsible for releasing the film in Switzerland, adopted a similar strategy in terms of press coverage. Denise Abderhalden, Head of Marketing and Communication, explained that they also centred their strategy around specialized magazines, ensuring a long-term exposure among the nature-lover audience. In addition to that, they partnered with BirdLife Switzerland, an organization dedicated to the protection of birds and biodiversity, further strengthening the campaign and creating a meaningful connection between film promotion and environmental advocacy. In the end, Abderhalden expressed great satisfaction with the result.
The case studies proved very inspirational, as some attending distributors will release Munier’s film later this year. In fact, the last case study presentation was given by the Italian distribution company Wanted, that will release the film later this year. Beatrice Moia, Marketing and Communication Manager, shared some insights on the marketing campaign the team is currently working on. She highlighted their desire to collaborate with environmental organisations and nature bloggers, their intention of reducing the printing of advertising material, and their desire of engaging children and students in debates about environmental awareness through special screenings of Whispers in the Woods.
The discussion highlighted the shared conviction that the distribution sector must take active steps to reduce its environmental footprint. As sustainable tools are increasing in production and exhibition, there is still some work to be done when it comes to distribution. Although participants stressed the lacking of dedicated tools and clear guidance for a greener sector, the will to become a sustainable industry is there and it is in this spirit that Europa Distribution’s Toolbox on Sustainable Film Distribution was created. Marie-Line Lormans, Project Coordinator of the association, presented the evolutive toolbox, which is structured around three core clusters (Markets & Acquisition, Publishing & Distribution, and Green Office Routines) and collects recommendations, digital tools, and good practices to help distributors reduce their environmental impact during every stage of their work.
The fifth edition of the online Green Distribution Lab emphasised the importance of addressing the environmental impact of film distribution and integrate sustainability into the daily workflow. The workshop was also a moment to share good practices and tools, reaffirming once again the importance of collaborating within the sector and across the audiovisual industry to achieve significant results in reducing its carbon footprint.
Next year, Europa Distribution will broad the scope of this online lab by covering ethical challenges in the industry, such as democracy, gender equality, discrimination, social justice and climate change. The renewed online lab aims to support distributors in strengthening the ethical dimension of their work, exploring how films with a strong societal, environmental, or inclusive focus can be promoted in ways that amplify their messages and extend their impact.