The story beyond the script: Cinema's sustainability premiere

Campaign ME

4 days ago

There's something timeless about the cinema experience: the hush as the lights dim, the collective anticipation, the larger than life stories that unfold on a screen. Cinema advertising has always invited brands to share the stage with these stories, reaching audiences when they are most receptive and inspired. And now, cinema is about to premiere its most urgent sequel: sustainability.
The opening credits of this sequel rolled on June 17, 2025, at Cannes Lions. On the world's most creative stage, Ad Net Zero announced the inclusion of cinema in its Global Media Sustainability Framework – a move that finally gives our industry a standardised way to measure and manage the carbon footprint of every cinema campaign.
As the UAE's Cannes Lions representative and a proud member of Screen Advertising World Association (SAWA – the global cinema advertising association), Motivate Val Morgan has had the privilege of witnessing firsthand how collective hard work can drive meaningful industry change.
The dedication and expertise of SAWA's Global Task Force on Sustainability have ensured that cinema now takes its rightful place in the global conversation around sustainable media, giving our industry the tools – and the collective confidence – to move forward with purpose.
A framework for transparency in sustainability
The framework offers cinema a clear and consistent methodology for tracking emissions. This methodology dissects the lifecycle of an advertising campaign into its fundamental phases: creative production, file storage, delivery to cinemas, projection, and the broader operational aspects.
For the first time, it enables our industry to account not only for the energy used to bring stories to the screen, but also for the hidden footprint of digital processes and operational activities that support every campaign.
For brands and agencies, this means cinema's environmental impact can be assessed and compared transparently, using robust and credible data. For the industry, it's a long-awaited validation of cinema's commitment to doing business responsibly – and a practical toolkit for making every campaign more sustainable.
Among the qualities that distinguish cinema, the framework now enables us to recognise, both in spirit, and in data, the particular efficiency of a shared viewing environment. In cinema, a single ad is experienced by many, often in a setting that encourages attention and focus. This is just one aspect of how cinema's unique context is now reflected in our approach to sustainable media.
With the Middle East cinema market projected to grow from $1.66bn in 2024 to $3.44bn by 2033, and laser projection technology alone capable of reducing individual cinema carbon footprints by up to 70 per cent, the timing for standardised measurement couldn't be more critical.
The real work: Turning tools into action
But, as anyone in cinema knows, the story is never just about the script – it's about what the cast and crew do with it. The inclusion of cinema in the framework is an essential first step, not a conclusion.
The real value lies in what comes next: turning measurement into meaningful action.
For the industry, the immediate priority is clear: adopt the new framework, start collecting and auditing emissions data, and foster a culture of shared learning.
It means looking beyond compliance, to set ambitious but achievable reduction goals – investing in energy efficient projection, pushing for greener production techniques, and making sustainability a core part of every (creative) brief. Collaboration, data-sharing, and a willingness to challenge old habits will define our success.
Collaboration is the plot twist
This new chapter is a chance for cinema advertising to prove that sustainability isn't a constraint, but a catalyst. As audiences and clients alike seek experiences and platforms that reflect their values, cinema's transparency and willingness to evolve only strengthen its unique appeal. We have an opportunity and, I'd argue – a responsibility, to model what ambitious, collective action can look like in media.
As the Cannes Lions UAE representative, we see firsthand how global standards can drive local impact. The UAE, with its youthful population, spirit of partnership, and appetite for innovation, is particularly well positioned to lead this next act. We're ready to support clients, cinemas, and collaborators alike in turning measurement into movement.
The tools are ready. The framework is in place. Now it's up to all of us, from the UAE to the world, to take the stage, work together, and deliver on the promise of a more sustainable future for cinema advertising.
Because, as every great film reminds us, it's the unexpected collaboration – the plot twist – that makes the whole story worth watching.
By Sahal Valliyot, Deputy Manager – Marketing and PR, Motivate Val Morgan