Archetypes are characters recognizable by media consumers that operate at a subconscious level and often elicit strong emotional responses. Popular Hollywood films addressing issues of the environment offer hero and villain figures that demonstrate strong archetypal characteristics. Surrounding the intricate characters, many of these films also present a complexity of environmental messages. This study examines 44 Hollywood films with environmental themes from 1950-2010 and uses a neo-archetypal approach to identify heroes and villains within the narrative. Based on process-relational media models, the outcomes of this study have implications relevant to audience consumption, environmental message interpretation and corporate public awareness.