SeaWorld backlash continues thanks to 'Blackfish'

SeaWorld, the popular marine theme park chain which has six locations across the States, has come under fire for attempting to rebuild its reputation via a promotional Twitter campaign.

The company has faced fierce backlash recently following the release of the documentary film ‘Blackfish’, directed by Gabriela Cowperthwaite, which focuses on the dangers of keeping orcas in captivity.

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The tweet embedded below (read the replies at your own peril) calls the film “activist hype” with a quote from a SeaWorld trainer disputing the veracity of the documentary’s claims.

The CNN-backed documentary tells the story of Tilikum a killer whale currently in captivity at SeaWorld Orlando which has been implicated in the deaths of three people. The film was inspired by an Outside Magazine article published in 2010 entitled ‘The Killer In Pool’, which detailed the tragic death of SeaWorld trainer Dawn Brancheau.

The 40-year-old was dragged underwater by Tilikum, the six-ton 22-foot male orca, after a “Dine With Shamu” show at the marine-park. The trainer died from the injuries sustained in the accident which was witnessed by several park-goers.

The documentary, which suggests that killer whales can become more aggressive to humans while in captivity, includes of footage of Tilikum’s capture from the wild back in 1983 and disputes many claims made by SeaWorld about the lives of orcas in in its parks. SeaWorld declined to contribute to the documentary.

The park operator wrote to film critics in the States ahead of the film’s release last year, calling the documentary, "shamefully dishonest, deliberately misleading, and scientifically inaccurate.”

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Since the release of ‘Blackfish’ into cinemas last year and subsequent airings on TV and VOD platforms, there has been a significantly vocal backlash against SeaWorld, with a report on Business Insider yesterday claiming that 28% of Americans say they would be less likely to visit the marine park after seeing ‘Blackfish’.

A number of bands and musicians including Willie Nelson, The Beach Boys, and Joan Jett pulled out of gigs at SeaWorld's “Bands, Brew & BBQ" festivals scheduled for 2013 and 2014 after the release of the film, prompting the park to issue a statement saying, "While we're disappointed a small group of misinformed individuals was able to deny fans what would have been great concerts at SeaWorld, we respect the bands' decisions."

SeaWorld responded to the public criticism in December publishing a full-page ad in major US newspapers entitled “SeaWorld: The Truth is in Our Parks and People” which stated amongst many things that the company no longer captured orcas from the wild thanks to its breeding program.

Dawn Brancheau’s family also spoke out in support of SeaWorld saying, “‘Blackfish’ is not Dawn’s story,” the post on the trainer’s charity foundation’s website explains, "Dawn would not have remained a trainer at SeaWorld for 15 years if she felt that the whales were not well cared for. Trainer safety was important to Dawn, and it remains important to us as well.”

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However, whether the documentary has had a significant impact into the marine park’s business remains to be seen, as SeaWorld Entertainment Inc. said that it expects to report a 2013 revenue of £845m for the year, an annual record for the company, when it publishes its full financial results in March this year.

Many expected ‘Blackfish’ to pick up a Oscar nomination for Best Documentary, but it was overlooked prompting conspiracy theorists to suggest a PR campaign against the film had scared off voters.

Will SeaWorld’s Twitter campaign be enough to win over the hearts and minds of American punters? I don’t think we’ve heard the end of the ‘Blackfish’ saga just yet.