"I’m here to chew bubble gum and kick ass, and I’m all out of bubble gum."
Description: Roddy Piper as Nada enters a bank filled with aliens and announces his intentions in the motion picture They Live (1988).
Nada is an construction worker who arrives in Los Angeles seeking work. As he searches for employment, he encounters a man preaching a strange message, which Nada dismisses.
"Outside the limit of our sight, feeding off us, perched on top of us, from birth to death, are our owners! Our owners! They have us. They control us! They are our masters! Wake up! They're all about you! All around you!" - Street Preacher
Soon after, Nada tries on a pair of sunglasses he finds in an alley and his life is changed forever. The glasses filter everything in a grayish tones and reveal a world filled with subliminal advertising. Everywhere he looks, all of the media (newspapers, magazine, billboard signs, TV) display messages like "Obey", "Consume", "Sleep", "No Independent Thought", "Do Not Question Authority," and "This is our God" (found on dollar notes). Nada, also discovers that the glasses uncover the faces of aliens who are walking about in human form.
Nada shares his secret of the sunglasses (dubbed "Hoffmans") with Frank (Keith David), a fellow construction worker and they join forces with the local resistance to bring down the alien forces that now control their world.
"We could be pets, we could be food, but all we really are is livestock...They are dismantling the sleeping middle class. More and more people are becoming poor. We are their cattle. We are being bred for slavery." - Bearded Man
After being hunted by the police, Nada and Frank use an alien transport device and infiltrate a TV station (Cable 54) where the hypnotic signal from an other world is being transmitted. The signal is supporting the subliminal messaging system that blocks regular humans from seeing the alien's true form. And while the truth is being withheld from the masses, the aliens are turning our atmosphere into their atmosphere and quickly using up the planet's resources.
After killing a TV station executive (Meg Foster) who collaborated with the aliens and killed Frank, Nada engages in a firefight where he is terminally wounded. But before he dies, Nada gives his enemies the "finger" and manages to fire his gun at the transmission tower and disables it. With the signal gone, a veil is lifted from the eyes of humanity who finally are able to see the aliens among them.