Gotham City is burning, and Joaquin Phoenix is … drowning?! Audiences flooding theaters to see the Oscar-winning actor reprise his titular role in Joker: Folie à Deux, alongside Lady Gaga, will be urged to empathize—not with a homicidal maniac but with sensitive, sentient fish.

PETA’s anti-fishing ad starring Joaquin Phoenix will play before screenings of Joker: Folie à Deux in theaters across the country.

The fishing industry is a tragedy, not a comedy.

Phoenix’s powerful video illustrates what countless fish endure every day when fishers tear them from their ocean home in giant nets. Many are crushed to death before they even reach the surface. Many others suffocate to death on the decks of ships, gasping for oxygen and suffering for as long as 24 hours. Their gills often collapse, and their swim bladders can rupture because of the overwhelming change in pressure.

Why So Speciesist? Fish Are Fascinating!

Fish are intelligent animals who can communicate with one another, form complex social networks, and solve problems. Some species of fish sing or create artwork to impress potential partners, and some use tools to access food or to communicate. Some fish species mate for life. And like all animals, fish can feel pain.

Fish Don’t Belong on Decks

There’s no punchline here—the fishing industry causes a colossal scale of suffering and devastates the ocean’s delicate ecosystems. You can help protect fish by never eating them. Check out PETA’s guide to vegan seafood, and order our free vegan starter kit:

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