The world’s first entirely eco-friendly film premiere was screened in March 15, 2009 in London, England. "The Age of Stupid" is a new film warning about the negative effects of climate change. It was shown in a solar-powered cinema tent in the middle of Leicester Square and broadcast live in more than 60 cinemas all over the UK by satellite.
Every part of the event – from power sources, to transport, food, and clothing was green. Firefly Solar provided renewable power at the screening of movie.
An independent audit was carried out to monitor all CO2 emissions caused by the flagship premier and it resulted in just 1% of the usual carbon emissions seen at an average Hollywood premier.
"Obviously solar power was the main feature," said Firefly's MD Andy Mead. "We also used other methods to ensure the event had the lowest carbon footprint possible. The outside broadcast unit used for the satellite link-up was powered by bio-diesel, and all lighting on-site was the very latest in LED technology."
The 15000 lumin HD projector, all the house lighting and PA in the cinema were run entirely on solar power.
The stars arrived by solar car, bike, or rickshaw. Oscar-nominated British actor Pete Postlethwaite arrived at the premiere in a solar-powered car before posing for the paparazzi on the green carpet. In the film, Postlethwaite plays the last man alive on Earth in a devastated 2055. He looks back on archive footage of 2008 and asks why no-one acted to stop climate change.
American actor Gillian Anderson and designer Vivienne Westwood both turned up on bicycles. Britain's Energy and Climate Change Secretary Ed Miliband also attended the event.
"The Age Of Stupid" took three-and-a-half years to make and had a budget of just $957,000 provided by 228 investors.
All profits from the premiere ticket sales go to the Not Stupid climate campaign, which is an initiative by environmental groups to recruit new activists to make their views felt at the UN Climate Change Conference in December 2009 this year.
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