Zsófia Szemerédy: "Our mission is to help every player find their leverage point in the industry"

Last April, veteran executive Zsófia Szemerédy launched Leverage Point Entertainment, a boutique sustainability agency based in London and Budapest, designed to help creatives and companies discover their unique leverage point for change. In an interview with Señal News, she explains how the company gets its mission.

What is Leverage Point Entertainment's mission within the entertainment industry?
"Our mission is to help every player and stakeholder find their leverage point in the industry, where they can make the biggest impact with the least effort. Everyone likes to be efficient, especially in our industry. There are multiple constraints on each project, so everyone must find the lever that works for them. You'd be surprised by the impact a seemingly small decision can have. It's a ripple-effect game. We are here to create enough ripples so that we can influence the entire flow of the river, creating a powerful current towards a more sustainable outcome."

What are the key sustainability services LPE offers to productions?
"Some of the most important work starts before production. We aim to begin working with production companies early on to decarbonize their entire slate. It's all about long-term thinking. You want to identify the key areas for your production company. The next step is to set tangible goals, as not everything needs to be achieved in the first year. We support you with strategizing and implementation. On each project, we create a draft carbon footprint, implement a strategic decarbonization plan, manage the on-the-ground team as needed, and deliver a final evaluation report. It's also an 'all-you-can-eat' approach; it's up to you to choose what you need, whether that's the script report, training, or footprint assessment. It all depends on your goals. Every production is different, so there is no one-size-fits-all approach; however, there are guiding principles that apply to all. The most important one is: start thinking early on!"

How does LPE help creatives embed environmental values directly into storytelling?
"The most important thing is to show the link between what is written on the page, what gets made by the production company, and what is ultimately seen by the audience. The production process has a physical impact, a carbon impact, which we calculate as the carbon footprint. The 'message' or 'story' will have a 'brainprint'. It's less quantitative, but it is proven that stories have a greater influence on us than anything else. Therefore, seeing behaviors normalized on screen is extremely important. Whether that's shifting which character is vegan and who is not, for instance. An old stereotype is the 'vegan hippie.' We've all seen it on screen. We pose a question to the creative team: could a more credible character be vegan without changing the course of the story, thereby shifting the credibility and association with that choice? From small changes to larger ones, every detail matters. Whether it's normalizing behaviors like using recycling bins, showing posters about running on green energy or integrating more deliberate 'planet placement' moments, such as characters drinking from eco-brands or wearing clothing from responsible brands, it all adds up. Also, it's not a new trend. We are more vocal and conscious about it now. Films and TV series from my childhood already made throwaway mentions of climate change and sustainability. Our script reports are written with these considerations in mind."

How critical is funding to driving systemic, sustainable changes in content production?
"It is one of the most critical factors. Since pan-regional, regional, and domestic funding institutions and bodies introduced sustainability as a consideration and, in some cases, a requirement, awareness has increased tenfold. Let's be realistic: to make your film or TV show, you need funding. If that funding comes with conditions, you will certainly start paying more attention to the requirements. I encourage everyone to take a look at the Austrian 5% green bonus. It is a fantastic initiative and a true incentive, with minimum sustainability requirements set as a base."