Pixar’s Wall-E was by all reports a box-office success — raking in close to $500 million worldwide. It was an odd project of sorts for the famous studio because even though they never set out to create a film with an environmental message, Wall-E nevertheless heavily leaned on themes of environmental stewardship, overconsumption, and waste. Unlike previous animated films with all of the expected general marketing tie-ins, Pixar came under fire when Wall-E’s goods were less than in harmony with the eco-theme. In fact, as one writer pointed, the best a PR Rep could point out in terms of green was a post-consumer Wall-E branded Kleenex box. Funny enough, Kleenex was then slammed by Greenpeace with a Wall-E spoof over their rainforest clearing.
So it was with some hope that the DVD packaging for Wall-E might embrace some green packaging. After all, for a film that chastises society on waste, it would kind of make sense. Thankfully, that call has been answered — at least for the first 100,000 customers. In an odd decision, only that number will receive an eco-friendly package that contains no plastic; it’s made from 100 percent recyclable cardboard. The Blu-Ray version doesn’t incorporate the cardboard (why?), but is made from 30 percent smaller than the standard DVD package.
Is the price of going eco the reason why Wall-E’s green cred ends after 100,000 copies? Sure, it’s better than nothing at all — but with millions of copies probably to be sold, it would have been cool to see them just go for it with green packaging all the way. In the end, eventually downloading the flick from iTunes may just be the best thing you can do for the environment. That’ll be one less DVD case some robot has to pick up in the future.