Two movies on similar missions are opening within weeks of each other this season, Racing Extinction" and "This Changes Everything," both exploring the devastation humanity has wrought on the natural world. Yet rather than focusing only on what is dying and lost, both films offer messages of hope, profiling people who have helped stop ... the pillaging of wildlife and land. Naomi Klein, who adapted "This Changes Everything," based on her book of the same name, said a film salesman ... told her that he would market the movie only if there was no reference to climate change in the marketing. If you beat people over the head with shame, guilt and despair ... people turn away and try to forget about it. Cognizant of such aversion, the teams behind each film ... developed similar plans: target the people most passionate about what's at stake, and bank on them to draw in others. "We want to make sure we approach the core audience directly," said Richard Abramowitz, whose company, Abramorama, is distributing both films. "Racing Extinction" got a head start with its message this summer when the director and his collaborators projected images of endangered animals onto the Empire State Building. "This Changes Everything"... focuses on grass-roots movements that thwarted oil companies and communities that embraced renewable energy. It's all part of the effort to get people to see the movie and then take an action.