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The End of the Line wins PUMA Creative Impact Award

The End of the Line has won one of the film world’s most valuable awards after being hailed for bringing about real change in its efforts to stop the oceans being emptied of fish. It was announced the winner of the inaugural Puma Creative Impact Award at a ceremony in Central London, beating off stiff competition from Burma VJ: Reporting from a Closed Country and The Age of Stupid.

The End of the Line, directed by Rupert Murray, features Charles Clover, the investigative journalist, as he chronicles the catastrophic decline of global fish stocks, challenging politicians and restaurateurs along the way.

The Puma award judges, including Queen Noor of Jordan, Morgan Spurlock, the director of Super Size Me, were impressed both by the immediate impact of the documentary and its long-term social influence.

Jon Snow said he was “not surprised” The End of the Line had been named the overall winner. The documentary had “completely transformed the way a very large number of people think about fish”, he added. “You can see restaurants and supermarkets changing their ways because of what their customers now know,” Snow told BBC News.

Snow who hosted the award ceremony, paid tribute to the film’s achievements in persuading companies like Pret a Manger and Whiskas cat food to change their fish-buying policies to reduce the damage to the world’s fisheries, and in helping to create a charity that with the Chagos Islands initiative has doubled the area of the oceans protected as marine reserves from one to two per cent.Fish2fork, the campaigning sustainable restaurant guide, and the Blue Marine Foundation, which led the campaign to create a marine reserve around the Chagos Islands, are among the legacies of the film and continue to draw public attention to the state of the world’s fisheries and in finding ways to bring about improvements.

A recent study by the Channel 4 Britdoc Foundation, which partnered Puma Creative in holding the awards, concluded earlier this that by the spring of 2010 a total of 4.7 million people in the UK were aware of the documentary. The linkup between Fish2fork and Selfridges to run the Project Ocean campaign in the West End of London this year was another factor in the film winning the award and the £43,000 (€50,000) first prize.

A delighted Mr Murray said winning was “brilliant” and said it was “really an award for everyone” who was involved in making the film. He described the win as the “icing on the cake” to making a film that had succeeded in changing people’s ideas about fish and fishing. He added: “Documentary film makers aren’t just concerned with making films for entertainment. There’s a purpose behind it. This award recognises that desire to make a positive impact on the world.” Queen Noor and Mr Spurlock were joined on the judging panel by Orlando Bagwell, the Emmy award-winning filmmaker, Loretta Minghella, the director of Christian Aid, and Emmanuel Jal, the musician and social campaigner.

They said in announcing The End of the Line as the winner: “We all agreed that the prize should go to the film that was most beautifully crafted, that carried a message of global importance, that delivered a call to action that must be heeded, that delivered on that call to action to create actual awareness and, as the award suggests, impact. “It is for this reason that the 2011 PUMA Creative Impact Award goes to a movie that stays with you long after the credits have rolled. It is a film that has and will continue to influence and shape the actions of individuals, the choices of governments, of the media, and of industry. Hopefully with this prize, the great work that has begun can continue.”

Mr Clover, whose book The End of the Line was the inspiration for the documentary, said: “I would like to pay tribute to Rupert Murray, Claire Lewis, Claire Furguson, the creative people who took my book and made a film out of it. They made a film that makes people feel as angry about what is happening to the sea as my book did. I’d like to thank in particular Christo Hird, our executive producer, who saw the potential social impact all along and helped us to achieve it beyond our wildest dreams.

Clover continues “Our two legacy projects of the film, the Blue Marine Foundation - founded by two other producers of the film, Chris Gorell Barnes and George Duffield - and Fish2fork could not have come into being without the whole team making the film as good as it was.”

“Jochen Zeitz, chairman of the board at Puma, the sportswear company, said: “Documentary film is such an influential medium because it allows the public to emotionally connet with the subject matter. We hope that with the PUMA.Creative Impact award we can help to inspire positive change in the world.” The End of the Line was on a shortlist of five documentaries. Burma VJ came second with a special commendation from the judges. The Age of Stupid, Trouble the Water and The Reckoning: The Battle for the International Criminal Court were the other shortlisted films.


Consumer behaviour changed by ‘highly influential’ End of the Line, research shows

The film, The End of the Line, achieved lasting change in consumer attitudes to buying fish, a study has shown.
The ground-breaking exposé of over-fishing also provoked companies to change their sourcing policies and had a significant impact on political awareness of the problem of declining catches of wild fish.

Over a million people have now seen the documentary, according to the study by the Channel 4 Britdoc Foundation, thought it was initially watched by less than 10,000 people in the cinema.

By spring last year a total of 4.7 million people in the UK, nine per cent of the British public, were aware of it, though a combination of media coverage, campaigning on social media and television screenings.

Researchers calculated that for every person who saw the film, 510 knew about it. The documentary film, based on the book by Charles Clover, had a budget of £1 million but generated at least £4 million pounds-worth of press and media coverage.
Its impact and reach extended even further over the last year and most recently it was an inspiration for Hugh Fearnley-Whittingstall’s 15-show Big Fish Fight series on Channel 4.

Politicians, multi-national companies, celebrities and millions of individuals were all influenced by the film in the way they think about fish. It persuaded several big businesses to switch to sustainable sources of fish and raised awareness within the Houses of Parliament, the European Commission and international marine protection agencies, the study found. “The End of the Line is a film which punched way above its weight in terms of press attention and awareness, above and beyond the size of the film audience,” the report concluded.

“Evidence shows The End of The Line persuades audiences of the importance of the issue of over-fishing and of the need to change their purchasing patterns.” Watching the film persuaded audiences to promise dramatic changes to the way they bought fish and it continued to exert a strong influence even a year later, the study by the Channel 4 Britdoc Foundation found.
The impact was strongest among those who went into the film oblivious to the problems of overfishing. The overall commitment to buy sustainable fish rose from 43 per cent to 84 per cent among audiences seeing the film but among those unaware of overfishing it rose from 17 per cent to 82 per cent.

Research with a focus group provided further detail and showed long-term effects. Attitudes towards sustainable purchasing “completely changed” on seeing the film and a year later people in the group reported that they were keeping to their promise to buy from sustainable sources.

Waitrose announced a 15 per cent increase in sustainable fish sales in the month after the film’s June 2009 release in the UK. It and other supermarkets enjoyed a rise in sustainable fish sales over 2009 and 2010 and the film was said to be one of the reasons, though it was impossible to quantify the impact.

Celebrities such as Stephen Fry, who tweeted his appreciation of the film, were influenced, the report found. Others included chefs such as Angela Hartnett, Joel Robuchon, Giorgio Locatelli and Tom Aikens who removed bluefin tuna from their menus as a result of the film.

In the corporate world the report identified several businesses that changes their policies because of the film’s release. Among them were Prêt A Manger, which announced “a total change in its fish buying policy”, and Whiskas cat food which switched to sustainable sources of fish.

The team behind the film set up the restaurant review website Fish2fork because while there was previously a way of assessing retailers, nobody had rated restaurants for the sustainability of what they served.


Go, Hugh, go. Support his petition now

Sometimes the old tricks are the best tricks. Hugh Fearnley-Whittingstall’s Fish Fight campaign, launched in three hours of television on the UK’s Channel 4 last week, asks us to sign up to a petition to save the insane waste of fish caused by the EU’s Common Fisheries Policy. Around half of the fish that are caught in the North Sea are thrown back overboard dead every year because fishermen cannot control which fish they catch and the rules say that when a quota for one species is used up fishermen have to throw any more they catch back dead. But in other parts of the world fishermen land all they catch and the amount of fishing effort is regulated satisfactorily. Why can’t we? EU rules are uniquely bad and need to be changed. Conservationists and industry alike can happily heed that call.

In the time I have been logged on in the past hour, the petition on Hugh’s website has just exceeded 500,000. Already this is a phenomenon. Let’s make it more of one. We, the makers of The End of the Line, sensitized the British public to the issue of overfishing, but here is Hugh harnessing that awareness and giving people something they can do to express their anger. We thought hard, when making our film, about an “ask” which everyone anywhere could do. As our film was global, and not directed at any government in particular, a petition didn’t work for us. Instead we came up with the three “asks” at the end of the film – eat sustainable seafood, tell politicians to respect the science and to support the creation of marine reserves. And we had a bit of fun by inviting people to claim their bit of the sea.

But Hugh’s films are aimed at one nation and at one system of government, the EU’s, so a petition works amazingly well. If you are as clear, forceful, engaging and angry as Hugh Fearnley-Whittingstall, and catch the public mood, you can harness votes by the hundreds of thousands or even, let’s hope, millions. Well, he’s caught it and now he needs our help. Forget, for now, the complexities of getting rid of “discards” – the insane practice of throwing away perfectly good fish: it is possible and other countries have done it. Don’t listen to the siren voices of the industry spokesmen who say it can’t be done: just accept that many experts think it can – if we make enough of a fuss. So, if you haven’t already, wherever you are, do sign Hugh’s Fish Fight petition and get everyone you know to do likewise. For fish’s sake.

By Charles Clover


Whose Sea is it Anyway?

Well, I turn up for the annual talks about tuna quotas at the notorious International Commission for the Conservation of Atlantic Tunas (ICCAT) - aka the International Conspiracy to Catch All the Tuna - in Paris. And guess what? I’m not allowed in.

Now, I’m used to being excluded from ICCAT’s deliberations as a member of the press. Quite used to that. But at all the meetings I have been to before, you are at least allowed into the room where the delegates meet to take coffee between sessions. If you are not, how are you supposed to do your job as a member of the press, canvassing all shades of opinion? How are you supposed to find anybody if the French security people on the outer door say you aren’t allowed inside? I decided to brush past, walk in anyway and find someone to remonstrate with.

The excuse offered this time by the genial Brazilian chairman of ICCAT, Fabio Hazin, was that 100 journalists turned up on the first day, Nov 16, and the little UN commission couldn’t possibly accommodate that many people. I take it as a great triumph for our film, The End of the Line - showing in Paris at an environmental film festival today by the way - that there were so many journos trying to cover ICCAT as normally it’s just me and a mad French film crew. This time the working of ICCAT have become international news. People wait to hear what the commission is going to do about the French payback - the 2500 tons of bluefin caught illegally that theoretically should be subtracted from the French quota next year. They wait to hear whether the commission will set a science-based quota for a change and whether it will finally accept that it is its job to managed the Atlantic’s population of sharks, of which a million are estimated to be killed each year for the Asian market. So what does ICCAT do in response to this new expression of interest by the world’s citizens? It shuts out their representatives, the press, unless, as I managed to do, they can argue that they are actually from a marine organisation. Anyone would think the world’s citizens had no interest in what is, legally, their own property, the sea.

Charles Clover


The End of the Line to be broadcast on TV in Japan

We are all very excited about the news that The End of the Line will be screened in Japan on the NHK channel on 4th October as part of their biodiversity series. So if you have any friends or family living in Japan please pass on the good news!


The End of the Line South Africa release

The End of the Line will be released at the below cinemas on October 22nd. You can find further details here

In Cape Town
Nu Metro V&A
Ster Kinekor Nouveau - Cavendish

In Johannesburg
Nu Metro Hyde Park
Ster Kinekor Nouveau - Rosebank

In Durban
Nu Metro Pavillion

In Pretoria
Nu Metro Menlyn Park


Britain announces world’s largest marine reserve

London, 1.4.10.

A marine reserve that will double the amount of the world’s oceans under protection was announced today by David Miliband, the British Foreign Secretary.

The protected area will extend 200 miles around the British Indian
Ocean Territory, a dependant territory in the middle of the Indian
Ocean, and will include a “no-take” marine reserve where commercial
fishing will be banned.

The 55 tiny islands of the Chagos Archipelago, as the islands are also
known, sit in some of world’s cleanest seas, surrounded by nearly 50
per cent of the remaining undamaged coral reefs in the Indian Ocean.

The marine protected area announced by Mr Miliband will be a quarter of a million square miles in size, some 70,000 square miles larger than the one around the North Hawaiian Islands declared by George W. Bush just before he left office.

Until the very last minute concerns about opposition from Mauritius,
which has a long-standing claim to the islands, had threatened to
derail the announcement of the reserve or at least postpone it beyond the next general election, expected to be called next week, as had the unresolved court case against Britain by Chagossians evicted in the creation of a military base on one of the islands, Diego Garcia.

Announcing the creation of the reserve, Mr Miliband said “I am today instructing the Commissioner of the British Indian Ocean Territory to declare a Marine Protected Area.

“Its creation is a major step forward for protecting the oceans, not
just around BIOT itself, but also throughout the world. This measure
is a further demonstration of how the UK takes its international
environmental responsibilities seriously.

“I have taken the decision to create this marine reserve following a
full consultation, and careful consideration of the many issues and
interests involved. The response to the consultation was impressive
both in terms of quality and quantity. We intend to continue to work
closely with all interested stakeholders, both in the UK and
internationally, in implementing the MPA.

“I would like to emphasise that the creation of the MPA will not
change the UK’s commitment to cede the Territory to Mauritius when it is no longer needed for defence purposes and it is, of course, without prejudice to the outcome of the current, pending proceedings before the European Court of Human Rights.”

Well over 90% of those who responded to the consultation made clear that they supported greater marine protection.

Scientists also advised that BIOT was likely to be key, both in
research and geographical terms, to the repopulation of coral systems along the East Coast of Africa and hence to the recovery in marine food supply in sub-Saharan Africa.

BIOT waters would continue to be patrolled by the territory’s patrol
vessel, which will enforce the reserve’s conditions. Alistair Gammell of the Pew Environment Group, a founding member of the coalition of environmental organizations known as the Chagos
Environment Network (CEN), which campaigned for the reserve, said: “We are thrilled by the U.K. government’s decision to declare the Chagos in its entirety as a no-take protected area.”

“The oceans desperately need better protection. In 2010, the
International Year of Biodiversity, the U.K. has secured a
conservation legacy which is unrivalled in scale and significance,
demonstrating to the world that it is a leader in conserving the
world’s marine resources for the benefit of future generations.”

Greenpeace biodiversity campaigner Willie Mackenzie said: “These
coral seas are a biodiversity hotspot in the Indian Ocean, and
unquestionably worthy of protection from destructive activities like
fishing. And this marine reserve will provide a safe refuge for many
globally endangered species such as sharks and turtles.

“The creation of this marine reserve is a first step towards securing
a better and sustainable future for the Chagos Islands. But this
future must include securing justice for the Chagossian people and the closure and removal of the Diego Garcia military base.”

By Charles Clover


The End of the Line used in appeal to European Commission as crucial vote nears

A crucial vote on whether Europe will back a trade ban on the critically-endangered bluefin tuna is expected to be taken on Tuesday.

In advance of the event, the makers of the film The End of the Line, which focuses on the over-fishing of the bluefin tuna in the Mediterranean, have sent an appeal to all 27 European Commissoners asking for them to watch the film and reflect carefully before making their decision. Continue reading ‘The End of the Line used in appeal to European Commission as crucial vote nears’


The End of the Line screens on TV in the UK

The movie that changed the way people think about what’s on their dinner plate makes its TV debut tonight – Tuesday October 20.

The End of the Line film was being screened by More4 at 10.00pm and is the latest stage of its incredible journey.

Among its many other milestones is an unprecedented four week run in London’s West End, a screening at the Sundance Festival and dozens of special screenings at subsequent festivals.

There have also been special screenings for European royalty including Prince Albert of Monaco and the Queen of Spain.

It was on screen as the UK’s first online seafood restaurant guide was launched this week with the backing of some VIP supporters.

Sarah Brown, the Prime Minister’s wife, said on Twitter: “The End of the Line, the brilliant, watchable film on fish is on More4 at 10.00pm tonight and sustainable fish restaurant guide”.

There was a similar message from author, actor and green activist Stephen Fry, who urged his 870,000-strong army of followers to watch the film and to visit the website. aims to rate restaurants not just on the usual criteria of how good their seafood is but perhaps, more importantly, on what impact its capture has on our oceans and marine life.

The online guide has been set up by the same team which turned Charles Clover’s book The End of the Line on over fishing into a hugely powerful film.

Visitors to the site will find information about seafood restaurants across the UK and will be encouraged to ask questions about the fish they are offered when they dine out.

They can then easily upload their own view of the restaurant’s commitment to sustainability onto the website and help give it a simple rating score - blue fish for good and red fish for bad – on a sliding scale.

For its launch the website has reviewed and rated more than 100 restaurants across the UK but is relying on diners to provide their own reviews and help the website grow into an authoritative reference guide.

Within hours of its launch the website was being contacted by fish lovers eager to get involved by nominating restaurants they want to see in the guide.

Fish restaurants were also quick to see the marketing possibilities of being featured on the site and had filled in the questionnaire.


The End of the Line screened at 10 Downing Street

On 17th September The End Of The Line became only the second film ever to be have a screening at No. 10 Downing Street – a very special event hosted by the Prime Minister’s wife, Sarah Brown.

Willie MacKenzie and Claire Lewis outside Number 10 Downing Street, before the screening of The End of the Line

Willie MacKenzie and Claire Lewis outside Number 10, before the screening of The End of the Line

The specially-invited audience was an eclectic mix of individuals, ranging from people working in the media, to NGOs, restaurateurs, representatives of the fishing industry, and some sixth-form students too.

Indeed Sarah Brown joked that many people were confused as to why they had been invited.

The UK’s Fisheries Minister, Huw Irranca-Davies was there, and both he and Sarah Brown told the assembled crowd just how important and essential they think the film is, and Charles Clover and Executive Producer Chris Gorell-Barnes were also able to say a few words on the issues.

This was a great opportunity, not only for the obligatory photos by the famous door, but also for reaching out to new audiences with the film’s message.

Sarah Brown has been a big supporter of the End Of The Line since attending the screening at the Science Museum earlier this year, and it is with the support of many such individuals that the film has managed to cross over and reach parts other documentaries can’t reach!

As well as the opportunity to see the film, the event was a great forum for the film team, and us fish-hugging NGO-types to talk about the issues in an informal setting with some people who really can help make a difference. The impressive surroundings helped too of course.

It’s rare, for example to get some unfettered access to chat with a government minister, and it’s also great to be able to talk to people fresh from their first viewing of the film about what are the most relevant and pressing things we need to do now.

It would be no exaggeration to say that bluefin was the hot topic on everyone’s lips (and thankfully I’m not referring to the catering).

The urgency of the plight of bluefin is something that we can’t ignore – and it’s something that we must give the UK government some kudos for, as they seem to be taking a very strong international lead on calling for a ban on the international trade in the species.

Thursday night’s screening was a chance for some supporters, notably the glamorous and eager bluefin-defender Greta Scacchi, to get a sense of how they can help at an international level, and for us to forge relationships with some of the people making the decisions, and others keen to help spread the message

And this is, of course, very timely too. Next week will see a crucial meeting when (we hope) EU member states agree to back the European Commission’s proposal for a ban on bluefin trade.

We see in Thursday’s Guardian yet another expose of rampant illegal fishing for bluefin tuna… and we must do whatever we can to make Europe and the rest of the world wake up to the need to take action.


Which fish is at the end of your line?

The end of the line? Is this a film or an echo of the thoughts in my mind, somehow captured and recorded to be played to those that are prepared to listen to the truth that is unfolding all around us.

Fishermen from Portland Sea Bass company

Fishermen from Portland Sea Bass company

My name is Jason Hemmings, I am the managing director of a fishing company, Portland Sea Bass Ltd, that catches and sells seafood that is fished in a sustainable manner - by rod and line - direct to the customer.

We also dive for scallops picking each one individually from the sea floor whilst leaving their surroundings intact and unharmed.

I was invited to a screening of The End of the Line at which Claire Lewis, one of the producers of the film, was doing a question and answer session afterwards.

I would like to say that it was an eye opener but as a commercial fisherman I am all too aware of what is happening in our oceans and see the story unfolding in front of me every day.

I have only been a fisherman for three full years, this is my fourth, our main target species is the European Sea Bass. Currently this is not a pressured stock but in the not-too-distant future, it may well be.

If the fishing methods that are used to catch these fish by other fishermen, such as pair trawling, are not stopped, if politicians continue to ignore what they have paid their scientists good money to undertake and understand, if the policing of illegal fishing is not funded or they are not given the power to do anything about illegal fishing, if reserves are not set up, if closed seasons when fish are breeding are not introduced then the Sea Bass will go the same way that the rest of the fish are going - fish heaven. Which would be hell for all of us that depend on them for our livelihood.

We need to harness them not just harvest them.

Politicians find it hard to come up with solutions, they have to think about commerce - which is destroying our planet. They always act too late and the longer they leave it, the more the costs spiral and the less financially viable the solutions become.

Sometimes in politics dictators are needed just enough to get us back on the right tracks, so we can “do the right thing!” The dictator is… yep… that’s right… little old wise… you.

Start buying fish that is fished by sustainable methods, don’t buy fish that is endangered, buy fish that have finished their breeding season and are in season, so to speak.

Buy fish that belong to an accredited fishery. Ask where your fish comes from and what fishing method was used. If the person selling the fish doesn’t know, then don’t buy it.

If you stop buying fish and fish products that are not harvested in a sustainable manner, then the person catching them will not be able to sell their fish, their operation will not be profitable, they will either put their good head on and fish sustainably or go out of business.

If you stick to your guns you can make it happen. Don’t give in, be powerful, be part of it, be strong play your trump card and win.

You are trumps and the line is in your hand! What is at the end of it?


Latest news, reviews and opinion on The End of the Line

In the past week Los Angeles blog Curbed LA has been pondering the question we set about our set of images taken on the streets of LA. Adrian Glick Kudler wanted to know what the connection between them was. You can find out here. ran an extensive preview of The End of the Line by Jennifer Merin. She writes that the documentary is “a beautifully shot film that alerts audiences to the devastating impact overfishing has on our oceans.”

Tiny Choices, a blog about the little decisions that people have to make everyday, gave away tickets for the beach screening of the film on Governors Island in New York.

The Star Tribune, Minnesota, reviewed the film. Colin Covert writes:  “Some marine populations ‘are no longer renewable because of what we have done to them,’ cautions London Daily Telegraph correspondent Charles Clover, whose work inspired this fact-packed film. With commendable clarity, it lays out the data.”

More on the song Coma by Kevin Heard and Thinbuckle. It turns out that none other than Lou Reed played guitar and sang backing vocals on the track. You can find further details on the Brooklyn Vegan blog.

Nicholas Lander, in a feature for the Financial Times, looked into the supply of fish to restaurants. He sent a menu from Oliveto restaurant in Oakland, California, to Charles Clover for comment, who said that “it was ‘a menu from the future, information-wise; [but it's a] shame about the halibut and swordfish’.”

MPR News in Minnesota, also reviews the film. Euan Kerr says: “The End of the Line, Rupert Murray’s troubling documentary about the impact of overfishing, explores the subject at great length . . . . It’s a thought-provoking film.”

Minnesota entertainment site City Pages draws together a brief summary of local coverage for The End of the Line, mentioning the 76% positive rating from Rotten Tomatoes.

Finally this week, the LA Times says it has had enough of ‘The world is horrible’ docs.

“Don’t get us wrong, we love that movies like the dolphin-slaying expose “The Cove” and the alarming over-fishing tale “The End of the Line” are being made - they’re a vital social service. But we’re overwhelmed. Keep making the films; but for now can we just change our behavior without seeing them? We’ll catch up with all these films later, but we’re sad enough already.”

Missing the point a little?


The End of the Line - news and reviews that slipped through the net

While reviewing the coverage that The End of the Line has received over the past months we came across a number of articles and stories that we hadn’t included in our weekly news round-ups.

To put this right, we have pulled together all the articles that slipped through the net, below.

You can see what the media and the blogosphere have had to say about The End of the Line on our new Media Coverage page.

Back in May Endangered New Jersey blog carried a preview of the film. It said: “The film aims to be more than just a doomsday warning. It offers real, practical solutions that are simple and do-able.”

Total Film reviewed the movie, giving it 3 stars. Jamie Russell said: “[Rupert] Murray, working from Brit journo Charles Clover’s book, accentuates the positive with a closing ‘get involved’ sermon about our eating habits.”

Writing in The Independent in an article on bluefin tuna entitled ‘This is the blue whale of our time‘, Charles Clover said: “The collapse of the bluefin now being predicted is a crisis of Atlantic proportions.”

Also in The Independent Martin Hickman reported on Mitsubishi’s efforts to stockpile bluefin tuna.

The Gazette, a regional paper covering Colchester in Essex, focused on the need for change in fishing legislation.

While an article in The Japan Times showed the reach that the film has had. William Hollingsworth highlighted the contradictions in Nobu’s bluefin tuna policy.

One that we should not have missed was Nobu -no brainer, by our very own Willie MacKenzie of Greenpeace UK, who has been doing tremendous work for The End of the Line.

Caterer Search reported on the efforts by restaurant owner Tom Aikins, who teamed up with the campaign, to change the way professional chefs think about seafood.

He said: “All chefs need to understand where their fish comes from, help with traceability of any fish products, make sure they are not serving endangered species”

The New York Post focused on the storm caused by the film about Nobu, especially the response of celebrities such as Kate Goldsmith and Sienna Miller.

The RSPB, understandably, concentrated on the damage that longline fishing does to seabirds, in its preview of the film.

The Daily Mail covered the move by Pret a Manger to stop using unsustainable tuna.

As did The Sunday Times.

The Hampshire Chronicle carried a lengthy preview of the film, featuring quotes from The End of the Line producer Claire Lewis. She said: “I read Charles Clover’s book and it changed my view of the ocean overnight. I rang him and the rest is history.”

On World Ocean’s Day, the Telegraph ran a preview of the film. As did The Guardian, who also focused on Pret a Manger’s move away from unsustainable seafood.

Greenpeace’s Willie Mackenzie continued to publicise the film, outlining the campaign’s activities in the run up to World Ocean’s Day.

Birdlife International said of the release of the film: “Today, on World Oceans Day, a powerful new film - The End of the Line - highlights the problems of over-fishing.”

In The Times, Ocean’s Correspondent Frank Pope, wrote: “Explanations do not get much more powerful than the film The End of the Line, which looks at the effect of overfishing, and which is being shown today, World Oceans Day, at cinemas nationwide.”

Environment news site Ecorazzi focused their attention on the celebrity response to Nobu’s decision to keep bluefin tuna on the menu.

The celebrity party after the 8th June screenings featured in the London Evening Standard.

Sam Leith, writing in the London Evening Standard, hailed Charles Clover as a ‘hero’. However, it is because of Sam’s love of eating tuna that he is concerned about it’s possible extinction.

The BBC explored a number of the issues that are raised in the film, especially the threat to bluefin tuna. Stephen Dowling quotes Charles Clover as saying: “Bluefin tuna has become the poster boy for the overfishing campaign. It’s on the buffers - it’s really on the slide down now.”

Daniel Kessler of Greenpeace, writing in the Huffington Post, praised the film: “Nobu’s arrogant denial of the reality of our mutual challenge - the continual decline of the health of our oceans - is a serious problem.”

He went on to say: “Greenpeace has already “outed” Nobu on their unsustainable practices (this interaction is featured in the forthcoming documentary The End of the Line, based on the excellent book by Charles Clover).”

Another Greenpeace blogger, Adele, was also very impressed, saying: “I was at the [UK] premiere screening of the film (a documentary based on the book by journalist Charles Clover) here in London, and boy, it took me back. It was like Defending Our Oceans: The Movie.”

Financial news organisation Bloomberg concentrated on the Pret a Manger’s assertion that prices will not go up after their move to sustainable tuna.

Writing in Newsweek, Daniel Stone said: “At current capacity, the world’s fishing fleet could catch four times more fish each year than are actually alive in the oceans.

“This sad fact is the central point of a new documentary released today, End of The Line, an astute, powerful and discomforting look at what we’ve done to the world’s oceans.”

Sylvia Patterson, writing in the Sunday Herald, said that for her, “a world without fish is a world where there’s nowt for tea.”

“The End of the Line has arrived all round, as the just-released film globally acknowledged to be the Inconvenient Truth of the oceans thunders home its staggering facts about ‘the greatest environmental disaster that no-one’s heard of’.”

The London Paper reported on the reasons behind Pret a Manager’s change in tuna sourcing policy: “Metcalfe changed the store’s policy on tuna after seeing The End of the Line, the shocking documentary on the global fishing business.

“He saw the film five months ago and was so disturbed, he arranged a private viewing for 40 of the company’s senior managers at a private cinema in London four days later. ‘I felt I had a responsibility,’ he says. ‘Knowledge is power’.”

The Big Issue in Scotland reported the angry reaction to the film from Scottish fishermen, who said it was “excessively gloomy and over-simplistic”.


Study by Boris Worm and Ray Hilborn is both good and bad news

There was further coverage of The End of the Line last week - both reviews of the film and related conservation news stories.

The new study by Boris Worm and Ray Hilborn, who both appear in the film, that showed that fish stocks in certain areas had recovered slightly due to conservation measures was widely covered. The impact of the film was included in a number of these reports.

Fork in the Road, the food blog from Village Voice website in New York, highlighted the study, published in Science, saying there was good news and bad news. The bad news is still pretty bad . . . 63% of assessed fish stocks worldwide still require rebuilding.”

Gloucester Times also covers the story, referencing the film, it says: “Management efforts . . . have been effective in reversing declines caused by chronic overfishing.

“The report . . . is no cause for celebration or let-up in the recovery programs, even in the most advanced systems.”

Writing in Salon, Katharine Mieszkowski discusses the current efforts to save bluefin tuna, mentioning the part the film has played in raising the profile of the issue. However, it is referred to as ‘the muckracking documentary, The End of the Line’.

Another issue connected with the film that was in the news was the question of what advice the UK government will issue on how much fish we should be eating.

MPs from the Environment, Food and Rural Affairs Committee said in a statement that the government “should consider the wisdom of continuing to advise consumers to eat at least two portions of fish a week at a time when the ability of the marine environment to meet this demand is questionable”.

Meatless in Miami, one of the Miami New Times’s Short Order food blogs, gives the film a mention. Lauren Raskine, says: “Based on the book by UK journalist Charles Clover who has extensively researched [our consumption of seafood, the film] asserts 1.2 billion people will potentially starve and it won’t be pretty, folks.”

The Pathways to Abundant Living blog reviews the film. It says: “The End of the Line is not against all fishing or eating fish. Instead it advocates a responsible attitude towards endangered and over-exploited species of fish

Canadian magazine Common Ground also carries a review The End of the Line. Robert Alstead writes: “Rupert Murray’s team brings memorable footage from around the world to connect the dots between consumer tastes and ocean depletion.

“The film is grimly fascinating and offers prescriptions for better fisheries management.”

Finally for this week, Local Vertical blog reports that Charles Clover’s book The End of the Line has been the inspiration for a song.

Entitled Coma, it is by Kevin Hearn & Thin Buckle, and is taken from their new album Havana Winter, which is available from Kevin You can listen to it here.


First winners for The End of the Line reviews competition

A few weeks ago we asked you to send us your reviews of The End of the Line, with the promise of prizes and fame.

We said there would be giving away film-related items and that we would publish a selection on the site.

The End of the Line official cinema poster

The End of the Line official cinema poster

Well, the prizes have been decided upon. We will be giving away four official cinema posters for The End of the Line, which are not available to buy anywhere. They will also be signed by a senior member of The End of the Line team.

Below are the first two winners - well done to Ruth H Leeney and Cécile Eclache. Your posters will be on their way shortly. Continue reading ‘First winners for The End of the Line reviews competition’