AWBI publishes advisory on using graphics, visual effects in movies instead of live animals, Marketing & Advertising News, AND BrandEquity
A movie set is a frightening and painful environment for animals, observed the Animal Welfare Board of India (AWBI), asking film and TV producers to replace them with modern technology. Meanwhile, PETA India on Thursday welcomed AWBI’s decision and said it had taken modern-day action to encourage the use of existing technology in the production of films and TV shows.
The animal rights organization, in a notice to the Film Producers Association of India, OTT platform associations and the Film Chamber of Commerce, observed on Tuesday that stressed animals are often transported to remote places, where they are exposed to the chaotic conditions of a movie. and that trainers regularly use methods that involve coercion or punishment.
“A movie set is a scary and painful environment for animals. This increases the risk that animals will be surprised and injure themselves and others, causing unnecessary pain and suffering. When not working, these animals spend most of their lives chained or cramped. , dirty and sterile cages, devoid of everything that is natural and important to them, ”observed the AWBI.
“It is advisable to give priority to effective methods such as computer graphics, visual effects and animatronics instead of involving live animals in films / commercials in order to avoid unnecessary pain and suffering to the animals during exposure and training, ”he said.
Recently, following a complaint from People for the Ethical Treatment of Animals (PETA) India based on a whistleblower report that a horse was involved in a head-on collision and died while filming the movie Ponniyin Selvan, the ‘AWBI called the Hyderabad district collector and Telangana State Animal Care Council to investigate the incident, PETA India said in a statement.
He added that the AWBI had also called on officials to ensure that perpetrators receive an “exemplary sentence” in order to deter such crimes in the future.
The AWBI is the prescribed authority under the Animal Cruelty Prevention Act 1960 (PCA), which allows the use of animals in movies.
PETA India said it was after its appeal regarding cruelty to animals in films and TV shows that the Council issued the opinion.
“The AWBI has taken a modern day appropriate step to encourage the use of existing technology in the production of movies, TV shows, advertisements and online content instead of forcing animals to play.” said Khushboo Gupta, advocacy manager for PETA India.
“There is a moral responsibility on the part of Indian production companies to use CGI, VFX and other types of modern technology and to follow the lead of many renowned Indian and foreign filmmakers,” she said. declared.