A massive sign in central London's Leicester Square implores passers-by to go vegan.
The sign at the Prince Charles Cinema is in honor of the UK premiere of highly anticipated documentary Dominion, co-hosted by Plant Based News and activism collective Surge.
The feature-length film directed by Chris Delforce and co-produced by Earthlings Director Shaun Monson focuses on how animals are used and abused in Australia, and features footage from abattoirs and farms. A host of high profile vegan faces have leant their voices to the film as narrators, including Joaquin Phoenix, Rooney Mara, Sia, Sadie Sink, and Kat Von D.
The premiere will kick off a spate of UK screenings in Manchester on June 18, Sheffield on June 19, and Liverpool on June 20.
The Canadian premiere will take place in Toronto on June 24, with more screenings in July in Montreal, Edmonton, Vancouver and Oakville to follow in July. Los Angeles will host the US premiere on June 30, followed by screenings in San Francisco on July 3, San Diego on July 3, and New York on July 5.
There are further screenings coming up in Germany, Italy, Barbados, Argentina, Macedonia, Spain, Mexico, Australia and more over the coming months. You can find information about these events here.
PBN Co-founder Robbie Lockie interviews Dominion Director Chris Delforce. Subscribe to PBN's YouTube Channel here
The film is not yet available online: Dominion director Chris Delforce told Plant Based News that the team is currently submitting it for Netflix consideration, as well as working on making the film available to buy on DVD. When that information is confirmed, PBN will share it.
Netflix consideration can take two to three months. According to the Dominion team: "During this time, we'll likely be making the film available for online streaming/rental at a small cost, and beginning to sell DVDs."
Plant Based News Co-founder Robbie Lockie said: "It's such a huge honor to be co-hosting the UK premiere of Dominion. So many people want to see the film, which has the power to open hearts and mind worldwide.
"It's amazing to see the word 'vegan' featured so prominently in such an iconic part of London. It is a sign of how far the movement has come in recent times. Leicester Square welcomes more than 250,000 tourists a day. Hopefully some of them will see the sign and it will make them think.
"We look forward to welcoming hundreds of people to the sold-out screening and director Q&A tomorrow."
Dominion Director Chris Delforce added: ""We're really excited to be bringing Dominion to an international audience, starting with a sold-out screening in London.
"While Dominion was filmed in Australia, it has a global message about what we as a species are doing to those beings we consider inferior, and much of the footage represents standard industry practices in many parts of the world."
The best place to find information about upcoming screenings, as well as where to buy tickets, ison the Dominion website here
The film's Facebook page -here- also provides regular updates on how and where you can watch the movie.