The film, which is based on the book by former Telegraph environment editor Charles Clover, looks at the plight of the world's fish stocks, will premiere nationwide on World Oceans Day, 8 June.
Waitrose will support the film launch by promoting its long-term commitment to fish sustainability. The retailer has this week launched a microsite called worldwithoutfish.com and will also be offering a 20% discount on tickets to the film. Waitrose has also produced a Fish Guide for consumers, which can be collected from fish counters in food stores.
According to a YouGov survey of 2,000 UK adults, which was commissioned by Waitrose, more than 70% of the UK public did not know about the state of the world's seas and 72% were unaware that species including blue fin tuna are as close to extinction as the white rhino.
Waitrose managing director Mark Price said: 'Given the facts, 70% of people want to buy sustainable fish - so it is our responsibility to make that possible. We're supporting The End of the Line as it essential this issue is brought to the fore. We want everyone to ask where their fish is coming from - to make sure we're not stealing fish from future generations.'
Waitrose launched its responsible fishing policy 12 years ago and has a complete ban on many species which are under threat, and on damaging fishing methods such as bean trawling.
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