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Emmanuel Druon and Elizabeth Dinsdale on the impact of 'Demain'

Transition Network

May 21, 2016 — Emmanuel Druon and Elizabeth Dinsdale discuss with Rob Hopkins the impact the film 'Demain' has had on their business, Pocheco (see clip below), and also on France more generally.

Rob: Can you just give us a sense of what the impact has been of Demain on you, and also the impact that you’ve noticed in France?

Liz: For Pocheco, the impact has been quite important. We’ve had absolutely loads of people contacting us to find out if they can come and work here, if they can do their thesis, or their studies on our company. The orders that we’ve received on our internet site have doubled since the film has come out. Emmanuel has received a lot of letters as well from people who are suffering in their jobs and who want to share their experience.

Emmanuel: Love letters. Only love letters! Also we started permaculture on site. We were lucky enough to buy two big gardens just next to our site and we are now working with one guy, involved in permaculture systems. So we are starting this Spring to produce fruits and vegetables for the village and people around us in the company, and outside the company.
We are also more and more involved in the Transition network. The film has given us one big element – the certitude that we are so numerous to want the change to happen now. The Transition is on. You haven’t been waiting for me to know that, but I just want to say that now we see that the change is on at the moment. Maybe we feel the consequences of this change. The way that people are talking to us now is different than before the film. The way they are thinking about Transition. The way they involve themselves. The change is really happening at the moment.

Liz: We notice that as well because we have a Research and Development team who are responsible for all the ecolonomical techniques that we’ve implemented in our company. Now they work for other companies, outside Pocheco, who want to follow the same ecolonomical strategy that we follow. They are absolutely inundated with requests, for conferences, for quotes, for help. There we can really feel that people want to follow the same way of working that we’ve followed.

Emmanunel: In the biggest city next to our facility, the city of Lille, in the north of France, after the projection of the film a few months ago, people didn’t want to go away without trying to get in contact with each other. They took the decision – 100 people – to start together local money, after they saw you, Rob, in the film. So you’ve convinced another city, and another group of people, to get involved into that matter. We have had, since that time a few months ago, several meetings. The city of Lille has also been involved in the project. Even other entrepreneurs. So it’s on.

Rob: Lots of people have made films about sustainability, climate change. What is special do you think about Demain? Why has Demain captured people’s imaginations in ways that those previous films haven’t?

Emmanuel: Well it’s what you explain in the film, when you say that people are so excellent in explaining in how the world is going down, with monsters and so on, but nobody was able to demonstrate how the world can be magnificent, fantastic, life. It’s exactly what Demain does for them. It shows that it’s possible. It’s now. It’s possible, and it’s now. It’s happening. Don’t wait. Get involved. And people have that strong feeling. They are all saying that.
More than a million came and paid for that film. A million people in this country. It’s huge. It’s never happened before. It’s… [speaks French]

Liz: A record.

Emmanuel: For us it’s really amazing. And it’s not only in France. It happened in Switzerland, in Belgium. In many countries.

Liz: In Canada as well it’s just come out.

Emmanuel: In Germany it starts 2nd June. The previews they had to refuse entry, it was too crowded. There is a very, very, very strong feeling that the solutions that are proposed in the film are corresponding to the sunny side of everybody. Let’s get to the sunny side together. It’s what the film says. It’s what people are demanding. They want that now.

Liz: There’s a real spirit of community as well at the end of the film. We’ve noticed that after the projection, often people who don’t know each other look round at each other and say, “Right, what are we going to do now? What can we do?” It really gets people talking and gets them involved in each other.

Emmanuel: And one reason why we want that film to be seen in your country, Rob, is because we want people to see you on cinema. You’re fantastic. Convincing. So clear and so nice. So convincing, you’re fantastic.

Rob: You’re not bad yourself.

Emmanuel: We want two or three million people to see you on that film. Really, I mean, I’m not completely joking. I mean, I’m serious. The way you speak, the things you are saying, everything is accurate, intelligent, brilliant, open. Oh, God! Well, I don’t know, I saw that film probably too many times...!

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