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Animal rights activists put a new twist on the phrase “pay per view” Wednesday, offering Detroit passers-by $1 to watch a four-minute video that they said contained undercover footage of farms and slaughterhouses.

Members of Farm Animal Rights Movement parked a customized truck along Cass in Midtown. Those who agreed to watch the video slipped on headphones and watched the video on one of eight TV screens built into the side of the truck.

The group calls its mobile campaign the “10 Billion Lives Tour,” citing reports from the U.S. Department of Agriculture that nearly 10 billion land animals are raised and killed nationwide each year. The activists hope people who see the video will decide to reduce or cut animal products from their diet.

“Consumers have the right to know where their food comes from, and the 10 Billion Lives Tour will expose people to the harsh reality of animal agriculture,” FARMs executive director Michael Webermann said in a statement.

After watching the video, Behdokht Jansada said she thinks changes should be made to prevent mistreatment of animals.

“This was very sad but I eat meat,” she said. “I’m not a vegetarian but I don’t want to hurt animals either. We have to find a better way to treat animals.”

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