FORTUNE -- Of course you know Harrison Ford, but did you know that in his spare time, the actor is the vice-chair of non-profit Conservation International? He joined the group, he told audience members Monday at Fortune's Brainstorm Green conference in Laguna Niguel, Calif., for a bit of a breather from his Hollywood life.
"I became involved about 25 years ago," he said. "I suffered an unconscionable excess of resources and was looking for some way to redeem myself morally. [Coming] from the world I normally exist in, to be part of that conversation is really very stimulating for me."
Ford appeared on stage with Conservation International's Chairman and CEO Peter Seligmann, who explained that one of the group's main goals is to help countries attach an economic value to their natural resources. Quantifying the value of these resources, the thinking goes, will make them harder to destroy.
For example, Ford explained, the U.S. and the North Atlantic Treaty Organization are currently addressing the threat from Somali pirates attacking ships in the Horn of Africa. Many of the aggressors turned to piracy because the local fisheries collapsed, Ford said. Conservation International wants to help leaders prevent crises like that one by working with leadership in countries to assign economic weight to resources they might not have previously considered, including fisheries or, say, a population of pollinators. The group also argues that preserving them is a matter of national security.
It seems like the struggle against piracy would make a great movie, but Ford says he keeps his two lines of work -- international movie star and environmentalist -- separate.
"I'm in show business -- we're an entertainment activity," he said. In the movies, in contrast to reality, "what happens is it's coopting an issue then presenting a solution to it in two hours with a nice tight bow on it at the end." As for the complex global environmental issues, "I have yet to read anything that was a great movie."
That seems about right. After all, if Ford can't accurately portray the struggles of real-life green superheroes, then probably no one can.
A video of Aaron Sorkin's favorite lines goes viral. The L.A. Times sees trouble for biopic
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Apple's CEO left the master of dysfunctional relationships a lot of material to work with
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FORTUNE -- When Disney released its new Muppets movie, the studio made use of a different kind of focus group to predict box office sales: the Twittersphere. Big movie studios are increasingly tapping into hundreds of thousands of tweets to plot their marketing strategies, deciding which trailers and ad campaigns work, and even whom they should cast in their next films. Disney (DIS) gets its social media data from a MOREFeb 29, 2012 5:00 AM ET
The major film studios think they've found a way to sell and deliver movies online. Will consumers buy it?
By Robert Levine, contributor
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The hardware is the easy part. The trick is to get Hollywood on board
"Apple enters markets to reinvent them," wrote Piper Jaffray's Gene Munster in a note to clients Tuesday reiterating his oft-repeated conviction that Apple's (AAPL) next big thing is an Apple-branded television set.
To be sure, Munster has scaled back his expectations since he predicted that the company would sell 6.6 million Apple TV set-top boxes in 2009 and MOREPhilip Elmer-DeWitt - Feb 1, 2012 7:02 AM ET
DreamWorks Animation CEO Jeffrey Katzenberg didn't mince words on the state of Hollywood. Plus, he told us which Pixar film was a "bad idea."
FORTUNE -- With summer in full swing and popcorn flicks like Captain America and Harry Potter opening with robust ticket sales, you'd think Hollywood execs would be beaming. But DreamWorks Animation CEO Jeffrey Katzenberg has some beef with his industry. According to Katzenberg, audiences are flocking to theaters, MOREJP Mangalindan, Writer - Jul 29, 2011 11:01 AM ET
Dreamworks CEO Jeffrey Katzenberg sat down with Fortune's Andy Serwer to discuss 3D technology, joining the Zynga board, and why movies suck this summer.
Below is an unedited transcript
ANDY SERWER: Good afternoon, again. Please join me in welcoming Jeffrey Katzenberg, who is, of course, the co-founder and CEO of DreamWorks Animation SAG. And you all know Jeffrey as a movie studio executive, but he's actually a lot more than that. He's MOREFortune Editors - Jul 19, 2011 8:12 PM ET
More fallout from the botched update of the Mac's professional video editing software
Four days after Apple (AAPL) released Final Cut Pro X, the latest version of its top-of-the-line video editing software, the repercussions are still rippling through Hollywood and the tech press.
David Pogue, who gave it a positive review in Thursday's New York Times, was forced to revisit his assessment that afternoon. "In 10 years of writing Times columns, I've MOREPhilip Elmer-DeWitt - Jun 25, 2011 11:44 AM ET
Inspired by Apple, Kevin Kelly riffs on the "California Style"
"We rightly understand," writes Kevin Kelly in his brilliant The Technium blog, "that how we arrange atoms is more important than what atoms we use. Same with information. The arrangement is more important than the ingredients. That's why we crave design."
The author of an enviable library of influential tech books (most recently, What Technology Wants) Kelly takes his inspiration from the MOREPhilip Elmer-DeWitt - Jun 23, 2011 12:22 PM ET
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