Sometimes one needs to be confrontational to get a message across. People don't always respond to flyers stuck under windshield wipers or zealots on the street corners.
I'm not a vegetarian. But I bet I would be if I saw that film. In fact, I was told by a friend that if I wanted to remain a carnivore, then I shouldn't visit a slaughter house.
I can't sit here and say that I'm opposed to people eating cows, pigs, chickens, or fish. But what I am opposed to is the way some of these animals are being treated prior to their "execution". From the few articles that I've read on the subject, things are done like they are in most mass production markets, with as little expense as possible with no regard for either human or animal rights.
One could argue that it was inappropriate for the film to be shown prior to an event that is supposed to be uplifting and exciting, but if I was out there doing the show and I felt very strongly about something, how could I resist not sending my message out about who I am and what I stand for. In fact, it is often expected of celebrities to utilize moments like these to support a cause that they themselves support simply because they are in the limelight and have the attention of the masses.