PUMA Creative recently named The End of The Line as winner of the inaugural PUMA Creative Impact Award, prize that honours the documentary film that has made the most significant positive impact on society. Rupert Murray's film tells the grim story of the catastrophic decline of global fish stock due to mass overfishing of our oceans and seas over the last 50 years. Crane.tv travelled to Littlehampton, UK to meet with the filmmaker at his mother's sustainable fish restaurant.
Filmed across the globe over two years, The End of the Line is the world's first major feature documentary about devastating damages caused so far by mass overfishing. Highlighting the case of bluefin tuna, which is seriously threatened with extinction due to massive western demand for sushi. Scientists predict that we might not be able to find any seafood on our plates anymore in 40-50 years time, unless decisive action is taken quickly. The film not only provides a status report of the present situation, but it proposes solutions.
42-year-old British filmmaker Murray tells us that he wondered if his film would make any impact. In any case he would have never imagined its trajectory. "We wanted to make a good film, but our primary goal was to change the way people thought about the ocean, about fish." With a recent study showing that the film achieved lasting change in consumer attitudes to buying fish and also resulted in major consumer brands changing their fish sourcing policy, Murray and his team can safely say that they have steered us in the right direction.
Text by Paul Rappaport for Crane.tv
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