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MUMBAI: From 1 April, 2007 US entertainment firm Warner Home
Video (WHV) will print DVD product packaging for its wholly-owned
entertainment properties on 30 percent post-consumer recycled
content, chlorine-free paper.
WHV product packagings affected by the new standard are
the Amaray and Elite wraps and inserts for DVD, HD DVD and
Blu-ray releases.
WHV worked with printing and packaging company Ivy Hill to
research paper options that would reduce its use of virgin
stock and exchange it for more environment-friendly material.
By switching to new stock, WHV will conserve enough energy
to power 404 homes, prevent the emission of 43.4 million pounds
of greenhouse gases, save 53,169 trees, conserve more than
19.3 million gallons of water and eliminate enough solid waste
to fill 115 garbage trucks, annually.
Products that will incorporate this new printing standard
will bear a Warner Bros.-branded recycling logo, including
the upcoming DVD releases of Warner Bros. Pictures' The
Fountain and The Astronaut Farmer and the HD DVD
releases of The Ultimate Matrix Collection and The
Complete Matrix Trilogy, among others.
WHV president Ron Sanders says, "Warner Home Video has
an ongoing charge to develop methods and practices that reinforce
its commitment toward the use of renewable materials. We were
fortunate to find an option that allowed us to go green without
compromising quality; it's a smart business move."
Prior to WHV's official adoption of post-consumer recycled
content paper for all titles, the packaging for its DVD release
of the Academy Award®-winning Happy Feet – a film
that also includes conservation-friendly messages – was
printed on 30 percent post-consumer recycled content. The
Happy Feet DVD also includes a PSA on declining fisheries,
as well as a Monterey Bay Aquarium Seafood Watch wallet guide
that helps inform consumers about sustainable and healthy
seafood options.
To conserve resources, WHV has developed other long-term
practices and partnerships. The manufacturing materials and
processes to create WHV's corrugated displays for use in retail
stores have been improved. Currently, WHV's displays include
up to 25 per cent recycled content in the liner board, and
the interior portion of the board averages 35 per cent recycled
fiber, the maximum that structural integrity currently allows.
The display designs receive periodic review to maximise economical
and ecological efficiency.
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