Bacon mania is sweeping the country, with products like bacon gum, bacon lip balm and bacon-scented soap, and now Hormel Foods is hosting a bacon film festival.

Hormel Black Label and the advertising agency BBDO have created the first of its kind—the International Bacon Film Festival, which will be held Oct. 17 in New York City.

A total of 132 films were created by filmmakers from around the world, highlighting the passion people have for bacon and the extent of its influence on culture. A panel of film experts reviewed the submissions and named 11 finalists to be shown at the festival, representing genres including documentary, romance, drama, comedy, sci-fi and animation. The top three films will be awarded honors and prizes at the festival, and a people’s choice selection will be awarded to the highest-ranked film as decided by the Hormel Black Label digital community.

“We’re always looking for new ways to shine the spotlight on Black Label bacon, and we believe this takes it to the next level culturally, raising bacon to the level of art,” said Brian Kroening, executive creative director at BBDO Proximity.

“This is another example of how we are committed to growing the Black Label brand, creating more awareness and real connection with our consumers,” Steve Venenga, vice president of meat products marketing at Hormel Foods, said in a press release.

The film festival starts at 7 p.m. CST Thursday, at the Sunshine Cinema, 143 E. Houston St., New York.