Book excerpt: Animal Activism On and Off Screen examines the relationship between animal advocacy and the film and television industries. Leading scholars, activists, and film industry professionals critically analyse the ways in which animal activism has been represented inside and outside film and television programs in relation to the politics of celebrity, vegan, and animal activism. Case studies include UK, US, and German television crime fiction, feature-length advocacy documentaries such as Blackfish (2013), The Ghosts in Our Machine (2013), The Animal People (2019) and Meat the Future (2020); fiction films such as Okja (2017) and Cloud Atlas (2012); as well as celebrity chefs, French activism and celebrity activists Pamela Anderson, Joaquin Phoenix and James Cromwell. By exploring three key aspects of the current context for animal rights: representations of activism on screen; activist texts and their reception; and celebrity vegans and animal advocates, Animal Activism On and Off Screen evaluates the efficacy of advocacy narratives in film and on television, and offers important insights intended to inform animal advocacy strategies and campaigns.