Association marks 20 years of greening Hollywood

The awards-show dinner, held Sunday on the Paramount lot, modeled its message — recognizing the industry's efforts to go green with an organic, low-waste, environmentally friendly event.

"It's such a great example to have an elegant Hollywood party that's sustainable," said EMA president Debbie Levin. "It's extremely easy if you just think about what you're doing."

Founded by Norman and Lyn Lear and Alan and Cindy Horn, the Environmental Media Association encourages Hollywood to spread the word about going green.

Twenty years later, the group counts the Endangered Species Coalition, the Alaska Rainforest Campaign, the Sierra Club and the World Wildlife Fund among its partners. It has been honored by the White House and praised by Al Gore — years before "An Inconvenient Truth."

The group has met with hundreds of Hollywood writers, directors and producers, helping them incorporate green themes into their films and TV shows and encouraging them to make those productions more environmentally friendly.

"If we can help the populace know as much about climate problems as they know today about Balloon Boy, we will have succeeded," Norman Lear, the 87-year-old writer-producer, said.

EMA's latest efforts include assembling a group of young celebrity ambassadors to encourage green behavior among their fans and launching an organic garden program in public schools.

One of those ambassadors, actress Amy Smart, said she drives a hybrid car, recycles and eats organic.

Actress Olivia Wilde, who also drives a hybrid, said Hollywood sets tend to be "very wasteful places," but things are changing.