Sign o' the Times (styled Sign "☮" the Times) is a 1987 American concert film written and directed by Prince. In 1987, to capitalise on his growing success in Europe, Prince toured extensively to promote the album of the same name and sales increased accordingly. However the U.S. remained resistant to his latest album, and sales began to drop; it was at this point that Prince decided to film a live concert promoting the new material, for eventual distribution to theaters in America.