The film Eternal Amazon exposes great misconceptions and points out possible ways for humanity to see the largest rainforest in the world in its various layers: social, political and economic. Because yes, we can translate the value of the forest into ciphers, but not without ignoring its maintenance and balance. The forest must be sustainable as an ecosystem and, especially, as a business. In the film, this challenging equation is discussed by businessmen, politicians, environmentalists, economists and indigenous and riverine populations – the latter guardians of millenarian models of forest exploitation without environmental impacts, inheritors of nature’s generosity, but excluded from statistics and public policy Basic.