Two years after the release of Blackfish , a documentary that skewered SeaWorld over its treatment of killer whales, the theme park company is still dealing with declining attendance , negative headlines , celebrity criticism , and pervasive social media trolling . In response, SeaWorld is doubling down on its message and marketing efforts with a multifaceted campaign designed to shift the focus from the whales it holds in captivity. advertisement advertisement Blackfish , which initially screened at Sundance in 2013, focused on the killing of orca trainer Dawn Brancheau by a whale named Tilikum. It used that incident as a prism through which to critique the park's historical treatment of orcas and the consequences of keeping these animals—which swim an average of 75 miles a day in the wild—in tanks. After airing on CNN later that year, the film sparked widespread outrage that spilled over onto social media. Even if you hadn't heard of Blackfish , you likely saw your friends talking about whales on Facebook. Two years later, people are still tweeting negatively about SeaWorld with active hashtags like #DontGoToSeaWorld and #ThanksButNoTanks . For SeaWorld, the PR nightmare is much more deep-rooted than the Tilikum tragedy, since the… Read full this story
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