Agora Talk: From vision to reality: Unleashing the sustainability superpower in film production

On Tuesday afternoon, March 10, the Agora Talk From Vision to Reality: Unleashing the Sustainability Superpower in Film Production took place at the Music Center of the Municipality of Thessaloniki, within the framework of the 28th TiDF.

The discussion brought together Júlia Tordai, sustainability consultant and Founder & CEO of Green Eyes Production, and producer Serena Alfieri, moderated by Linnea Merzagora, Green Film Project Manager at Trentino Film Commission. The talk explored how environmental responsibility can be integrated into film production, highlighting both challenges and opportunities.

Opening the discussion, Merzagora asked about the main obstacles sustainability managers face. Tordai pointed to time pressure as a key challenge, noting that sustainability requires planning, while productions often operate within tight schedules. She stressed the need for creative solutions that fit the realities of the industry.

From the producer’s perspective, Alfieri emphasized that each project is unique and comes with its own limitations, especially regarding time and budget in independent productions. She underlined the importance of communication so that sustainability measures are not perceived as an added burden, noting that if they feel like a sacrifice, then communication has failed.

The role of the sustainability manager was also discussed. Tordai explained that they support productions by developing strategies, measuring environmental impact, and calculating carbon footprints. However, integrating sustainability into established workflows can be difficult, making it essential to embed it into existing processes rather than treat it as an extra task.

A key part of the discussion focused on environmental impact. Tordai highlighted transportation as the main source of emissions, followed by energy use and accommodation, noting that identifying these factors allows for targeted solutions. Both speakers stressed that sustainable practices can also reduce costs. Tordai mentioned reusable bottles, optimized generator use, and battery systems that lower fuel consumption, while Alfieri added that better planning—such as reducing transport needs or improving energy use on set—can lead to significant savings.

The discussion also addressed crew well-being, particularly food choices. Alfieri suggested gradual changes, such as offering more plant-based options and using seasonal ingredients, rather than imposing strict rules.

Finally, both speakers agreed that sustainability should be integrated as early as possible in the filmmaking process, ideally from the development stage, to be most effective. Overall, the talk showed how collaboration between sustainability professionals and producers can make film production more efficient and responsible, without compromising artistic vision.