The Wrap's story on its participation in the ALS ice bucket challenge managed to claim a bit of Westside enviro correctness: "With California in the midst of a drought, TheWrap opted against using water, and instead just waited for some of the ice to melt."
What it seems to mean in practice is that head honcho Sharon Waxman doesn't even get her hair mussed. Watch:
Being a combative Hollywood trade, as well as water savers, The Wrap's three challenges were sent out to The Hollywood Reporter, Variety and Deadline.
Afternoon update: What it looks like when a media staff actually joins a trend, using ice water as intended. From the Jewish Journal of Los Angeles:
Thursday update: Good response from Waxman, and a Wrappie whiner makes his kids proud:
And from a Wrap non-fan: