Cameron: Films should be 'green'
James Cameron has said he feels a "responsibility" to raise environmental issues through his filmmaking.
The Avatar director was honoured at this year's Environmental Media Association in Los Angeles for his 'green' contribution to the industry.
He said: "Collectively, as the storytellers of the tribe, we kind of have a responsibility to raise awareness about these issues."
He added: "I made a little movie called Avatar that had a big environmental theme.
"That's really what it's all about. You can run a green set [but] that's not the issue - it's what is the message you're putting out there."
Speaking on the red carpet with his wife, the filmmaker was adamant that Hollywood needs to do more.
"We [personally] live very green, our energy comes from solar power, we do all that stuff but that's not enough," he said. "People who are able to influence the public, educate and change values, it's our job to get out there and tell this story.
"We need a global warming of hearts and a sense on conscience in what we do, and frankly the entertainment community can do that, we can slowly affect change."