Sometimes all you have to do is ask says Just Do It director Emily James, who is self distributing her film around the UK.

If you’re in the UK and looking for something that is not Harry Potter this weekend, you might want to check out Emily James’ behind-the-scenes look at the world of climate change activists, Just Do It, which begins its theatrical run at the Ritzy Cinema in Brixton, London, today.

James not only part funded the film via crowd funding, but in the spirit of the piece she is also self distributing and has managed to secure slots up and down the UK – from Inverness to Henley – partly by encouraging the film’s online community to simply go to their local cinemas and ask for it to be put on.

“We got quite a few screenings that way, it actually works,” says James, who spent a year embedded in activist groups such as Climate Camp and Plane Stupid to document their clandestine activities.

I saw the film at Sheffield Doc/Fest where it had its world premiere. It’s a charming, surprisingly funny documentary with a cast of colourful characters, including the lovable Marina who combines her protesting with making tea for policemen.

“Marina is spiky and gets stuck in but she does it with manners,” says James.

Rather like the film itself.