Inside Move: ‘Truth’ DVD takes eco-friendly tack

Global warming docu invites auds to share the message

Most DVDs come with dire warnings about sharing discs with others. However, Paramount’s encouraging it for “An Inconvenient Truth.”

The eco-friendly packaging for Al Gore’s docu about global warming advises purchasers to share or donate the disc, leaving space for them to address their beneficiary. There are no special seals or toll-free numbers to call if one acquired the disc through a third party.

“We want individuals to watch the DVD and share with family and friends, then pay it forward and donate it to schools,” explained Paramount Home Entertainment domestic prexy Meagan Burrows.

The vid division worked closely with Gore on the campaign for the disc, which bows Tuesday. They set up a Wal-Mart promotion after the former vice president visited its Arkansas HQ and a “The Waffle Truth” promotion with Ben and Jerry’s.

Besides the theatrical doc, disc contains an update by Gore, multiple commentary tracks and a making-of featurette.

To drive the eco-message home, the studio sent mailers in biodegradable packaging embedded with basil seeds. The disc’s packaging, which is virtually plastic-free, outlines ways to help stop global warming. Among the suggestions: Turn off electronic devices such as TVs and DVD players when not using them.

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