HOLLYWOOD – James Cameron is taking Avatar's eco-friendly message seriously, announcing Tuesday that the sci-fi blockbuster's DVD release will be pegged to the 40th Anniversary of Earth Day.
"I'm not trying to sell DVDs on the back of the hardship of the planet as much as I'm hoping that continued conversation surrounding Avatar and these issues will elevate consciousness and help us get the things done that need to get done," said Cameron, pictured above.
During a presentation at a Hollywood Hills mansion, Cameron and producing partner Jon Landau discussed hope that their 3-D epic – which became the highest-grossing movie of all time – would catalyze a fresh wave of eco-activism inspired by the film's story about an alien planet whose gorgeous natural resources risk ruination by human business interests.
"So many different groups who deal with environmental issues and indigenous rights have been coming to us" since Avatar's record-breaking release late last year, Cameron said. "They see Avatar as a kind of a focusing lens for all of these issues."
The standard DVD and Blu-ray releases, which hit stores April 22, will include a code that allows consumers to sign up for the AVATAR program at the official Avatar website. There, fans can adopt one of the million trees that Earth Day Network plans to plant worldwide. Registrants will receive a virtual tag enabling them to locate on a map the spot where their tree is planted.
In November, Fox plans to put out an "Ulitimate" Avatar package including bonus features. But for now, Cameron wants to hype April's movie-only disc to crank up awareness for Earth Day. "That's kind of my mission now," Cameron said.
Photo of James Cameron: Art Streiber/ Wired magazine
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