Sugababes star Amelle Berrabah helps to promote our 'Endangered Sushi' message outside Nobu London © Dennis Gill
The End Of The Line has certainly been getting the rich and famous agitated on the often-overlooked issue of fish. The film's narrator Ted Danson has been a long time campaigner on oceans issues but in the past couple of weeks many more famous faces have been getting interested in fishy things.
First of all a number of celebrities turned up to the special preview screening at London's Science Museum IMAX last Monday, including Geri Halliwell, Donna Air, and the prime minister's wife Sarah Brown.
The word went out from both Sarah Brown and Stephen Fry on Twitter, raving about the film.
Then the newspapers were full of reports of a letter, sparked by a few celebrities who had seen a preview of the film, signed by a whole lot more celebs, including Zac Goldsmith, Stuart Townsend, Charlize Theron, Woody Harrelson, Sienna Miller and Sting.
The letter was an impassioned plea from them to top-flight restaurant Nobu, asking them to stop selling bluefin, and let them be able to dine 'with a clear conscience'. The story was even covered in celebrity magazine 'Hello!'
Then on Friday, Greenpeace paid Nobu's London and LA restaurants a visit – demanding that bluefin be taken off the menu, and that they start sourcing seafood sustainably. In the short time we were there we managed to communicate to even more of Nobu's celebrity clientele, including Sugababes star Amelle, and actor Jack Black.
Today, on the Today programme Gretta Scacchi was explaining why she and other celebrities (including Richard E Grant, and Lenny Henry) have been posing for photo shoots with responsibly-caught fish – to raise the profile of the issue.
So The End Of the Line certainly has the showbiz world in a bit of a tizz. To see what it's all about, and why they are so suddenly passionate about fishy issues, you can catch the film at one of the premiere showings up and down the UK tonight, or when it is released in selected cinemas on Friday 12th.
