Green Avatars anger producers

Is today not the time of going green and being sustainable? Apparently for some movie producers it is not. When James Cameron made his blockbuster movie, Avatar, he wanted to get across the message that we need to be environmentally responsible. 20th Century Fox told Cameron "We really like the story. It's great. But, well, is there a way to not have so much of this tree-hugging, 'Ferngully' stuff in it?" Now this strikes me as odd. All these companies these days are pushing to make themselves look more green and helpful towards the environment. Why would a production company not want to release a great movie with this undertone?

Regardless of whether the company wanted this movie to change or not, Avatar smashed box office records all over the world. I guess that most people enjoyed the way the Na'vi treated their planet and possibly opened their eyes to how we are treating earth. Had 20th Century Fox known that Avatar was going to be such a massive hit I doubt they would have wanted to shelf the movie for this absurd reason.