Usually when PETA turns its attention to Hollywood it’s when the group is criticizing the industry’s animal rights practices. This time things are different, and instead, PETA is cheering Jon Favreau’s creative choices in the film “The Jungle Book”.
The popular animal-rights group took a moment to congratulate Favreau’s direction for Disney’s live-action adaptation of “The Jungle Book,” which debuts on April 15. The director only relied on CGI to bring the iconic animal characters to screen, those characters included Baloo the bear and Shere Khan the tiger.
The reason behind the award, according to the company, is that Disney and Favreau did not rely on “abused captive animals to create the film,” but instead turned to advanced CGI and animal-friendly techniques to recreate the story. The groups stated, “It’s amazing what they can do with [creating the appearance of] fur and live-flesh animals, and so every day I go into work it’s astounding what these visual effects artists accomplish.”
The company’s statement went on to say, “The result is a realistic yet mythical world filled with larger-than-life, anthropomorphic animals who live, breathe, fight, and flee amid lively, lush scenery. And in thanks for Favreau’s compassionate decision, PETA is presenting the director with an Innovation in Film Award.”
“Forward-thinking directors like Jon Favreau know that the future of film lies in technical wizardry, not in beating animals into performing,” says PETA Senior Vice President Lisa Lange. “PETA calls on directors and producers throughout Hollywood to follow in Favreau and Disney’s progressive footsteps.”
PETA went on to talk about the industry’s movement in technology by explaining, “As technology progresses—and as filmmakers learn how animals suffer from deprivation and abuse in the entertainment industry—the use of digital effects to portray animals is increasing.”
PETA—whose motto reads, in part, that “animals are not ours to use for entertainment”—previously recognized Rupert Wyatt and Darren Aronofsky for the stunning CGI used in “Rise of the Planet of the Apes” and “Noah,” respectively.
In addition, PETA’s TV spot “98% Human”—which uses cutting-edge technology to address the plight of great apes used for entertainment—won top honors in visual effects at the prestigious Cannes Lions festival, and the top 10 advertising agencies in the U.S. have signed PETA’s Great Ape Pledge never to use live apes in their projects.