If your house were on fire, would you sit by and do nothing? That’s the question PETA put to wildfire-weary moviegoers across the country in a scorching horror-inspired short, Room on Fire, which challenged viewers to consider that what they eat could well be contributing to a burning planet—including the deadly wildfires that tore through states from California to New Jersey and charred nearly 7,000 acres in Maui. The video holds up a mirror to “environmentalists” who ignore the devastating impact of animal agriculture, showing an elegant dinner party where the guests sip from reusable metal straws—but as the diners gorge on meat and cheese, the fire outside intensifies. Eventually, the dining room is engulfed in flames, sending the many portraits of wildlife covering the walls crashing to the floor, but the diners keep on eating—just as many people who have lost everything in wildfires keep on eating meat, eggs, and dairy, oblivious to research showing that animal agriculture is fanning the flames of a climate catastrophe that has supercharged natural disasters. The spot, which was made using practical effects and real fire—and only vegan meat and cheese—ends with a chilling reminder: “The more meat and dairy you eat, the hotter it gets. Please, go vegan.” Room on Fire ran thousands of times before summer blockbusters at movie theaters in California, Hawaii, New Jersey, Oregon, and Idaho—which were all attempting to rebuild from devastating wildfires that burned down homes and hundreds of thousands of acres, killed dozens of humans, animal companions, and untold numbers of wildlife. Hundreds of thousands of social media and YouTube viewers also saw PETA’s video, including during meat- and dairy-promoting shows Hot Ones, Chicken Shop Date, and The Great British Bake Off, as well as on the Food Network and Gordon Ramsay’s YouTube channels. It was produced by Push/Pull Production and directed by Angel Apostolski, with Christian Carl as creative director.