Seaspiracy, the Netflix documentary which debuted less than a week ago, is already among the platform's top 10 most popular films and TV shows in several countries worldwide.
Its popularity has touched off a torrent of criticism of the seafood industry on Twitter, Instagram and other social media outlets.
And despite a bashing by the New York Times last week, reviews of the film have picked up. The documentary now has an 8.6 out of 10 rating on online platform IMDb, a 4.9 out of 5 rating on Google, and a 93 percent audience score on movie review site Rotten Tomatoes.
Rock star Bryan Adams urged his 655,600 Twitter followers to watch the show, saying, “Watch Seaspiracy on Netflix. #Donteatfish #Stopkillingfish #Seaspiracy.”
The producers have also created an Instagram account to promote the movie with a bio stating "join the movement to save our seas and uncover the leading cause of marine destruction."
Some of the posts include "8 facts about our oceans that need to be shared more," and ways to save the ocean by promoting a shift to a plant-based diet.
The documentary, which was released on March 24, was produced Kip Anderson, the same man behind "Cowspiracy," "The Sustainability Secret," and "What the Health."
The scenes are narrated by Ali Tabrizi, a 27-year-old from southeast England who is a vegan. He sets out to accuse the industry of corruption, lies, slavery, forced labor and even murder as a means to get viewers to shift to a plant-based diet.
In addition to making headlines on various prominent publications, including Vogue, ELLE, the Washington Post and Grazia, the documentary has inspired chatter on Twitter.
Here are the top posts from celebrities, researchers and other prominent accounts:
1. Chris Froome, four-time Tour de France winner, said his mind "has been blown" by the documentary.
2. Hannah Rudd, who describes herself as a marine biologist and science communicator obsessed with sharks, addressed the gaps in communication between science and the public through a thread.
3. Ella Van Cleave, who describes herself as a filmmaker "with a thing for fish," said, "[t]here is absolutely a time and place for dramatized narratives that cater to entertainment in environmental film to help engage people with the natural world."
4. Alexandria Villasenor, 15-year-old American climate activist, was also among tweeting about the film saying it will change her activist course.
5. Research Scientist David Schiffman said one expert quoted in the movie does not endorse its message.
6. British Writer George Monbiot started a thread to #TellTheTruth, tagging Swedish Environmental Activist Greta Thunberg.
7. Made in Chelsea TV Personality Lucy Watson said "no one can do everything, but everyone can do something."
8. Sea Shepherd, one of the world's most high-profile and controversial environmental groups and a partner on the fiom, is also endorsing the film on its Twitter feed.
9. English singer and songwriter Anne-Marie asked her followers to watch the documentary "please."
10. And, of course, Esther the Wonder Pig is asking its 91,500 followers to watch the film.
Hear IntraFish journalists discuss the documentary here: