On 31st October 2023, Halloween, horror movie fans in Stockholm, Sweden, attended a secret film screening and, without being made aware beforehand, watched the 2018 vegan documentary Dominion which exposes farmed animal cruelty in Australian farms and slaughterhouses with very graphic undercover footage. 

The event sold out and 130 people attended the screening at the Victoria Cinema in central Stockholm. Malin, one of the vegan activists who was part of the event, said to Plant Based News (PBN), “We were pleased with how the evening turned out, the reactions ranged from anger to sadness, but this was to be expected. Many people told us they understood why we did this even if they didn’t like what they saw.”

Posters about the mysterious screening had been put around Stockholm, and the tourism website Visit Stockholm began advertising the event on its website. Swedish plant-based milk brand Oatly and cruelty-free cosmetics company Lush sponsored the event by supplying gifts for the screening. These were distributed into goodie bags that were given to attendees as they left the cinema.  Tickets for the film raised 10,000 Swedish Krona for a local animal sanctuary, Åsas Hönsfristad, that rescues chickens from the egg and meat industry. 

Dominion, directed by vegan activist Chris Delforce, has become an iconic vegan documentary, as the famous 2005 documentary Earthlings which many claim was what made them vegan. This time, though, Dominion used sophisticated hidden cameras and drone footage not available at the time Earthlings was filmed. The footage they obtained in a carbon dioxide gas chamber for killing pigs is truly the stuff of horror movies, and yet they are the standard in many countries. In 2019, Dominion was viewed 55,000 times in 48 hours following a series of coordinated protests across Australia.

“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.