Climate change continues to be the source of inspiration for filmmakers. Ecocinema is a film art form that manifests in both fiction and non-fiction with the purpose of educating and disseminating environmentally conscious messages through the use of film. The primary persuasive strategy adopted by ecocinema documentaries is the fear appeal; however, fear appeals require astute attention to their conditional elements and are a challenge for documentarians. This essay distinguishes between the holistic and individualistic ethics, as well as the problems of anthropocentricism. In addition, understanding the tactics used by each ethic provides a framework for analyzing ecocinema. Using three ecological documentaries: 11th Hour (2007), The Age of Stupid (2009), and The Cove (2009), this essay describes the faults in fear appeals and an alternative strategy eco-documentaries can adopt to empower audiences to take proactive action to protect the climate. This essay argues that ecocinema, as an art form, needs to be understood firstly in context with its origins, ethos, the execution of their messages using fear appeals, in order to contextualize the evolution of the documentary form leading to the creation of an ecocinema documentary trend that reflects the growing environmental urgency. In the end, this essay seeks to establish a theoretical framework for deconstructing ecocinema.