Blackfish: An American Documentary Focus On A Showing Killer

Blackfish, an American Documentary focus on a showing killer whale

Yu Suba 2196 Section 023 Elizabeth Matthew Writing Assignment: Crisis C

Blackfish, an American documentary focusing on killer whales in SeaWorld—particularly Tilikum, who was involved in the deaths of three individuals while in captivity—sparked widespread controversy after its release. Premiering at the 2013 Sundance Film Festival, the film prompted public debate and concern over the treatment of animals in marine parks (Blackfish, 2013). Many viewers called for legislative action to ban animal performances in theme parks and advocated for returning captive whales to their natural habitats. Despite the growing criticism, SeaWorld Entertainment Inc. struggled to respond effectively, and even two years after the documentary, the backlash continued to challenge the company's reputation.

SeaWorld's crisis management was notably ineffective. The company attempted to improve the living conditions of its orcas by announcing the Blue World Project, which planned to double the size of the existing enclosures. Set to open in 2018 in San Diego, the project represented a significant financial investment, with estimates reaching hundreds of millions of dollars, along with additional funds allocated for research into orca health and wild threats (Li, 2014). The initiative aimed to demonstrate SeaWorld’s concern for animal welfare and to counteract negative perceptions created by Blackfish. However, these efforts were heavily driven by financial pressures; SeaWorld’s stock prices had declined following the documentary’s release, and key sponsors withdrew support, indicating a shrinking consumer confidence and the urgent need to stabilize their image.

In their public statements, SeaWorld dismissed Blackfish as "inaccurate and misleading" (Saperstein, 2013), attempting to shift blame onto the filmmakers and question the validity of the documentary’s portrayal of captivity. The company’s strategy included establishing a section called “Truth about Blackfish,” where they posted counterarguments, shared tweets and blogs defending their treatment of whales, and cited selected social media comments to promote their narrative. Despite these efforts, SeaWorld did not offer a clear, immediate response to the core issues raised or publish detailed facts to counter claims transparently. Their initial reaction was perceived as defensive, which only intensified public skepticism and criticism.

Furthermore, SeaWorld’s response was characterized by a failure to acknowledge their responsibilities or to apologize convincingly for past practices. Their official statement downplaying the documentary’s accuracy and emphasizing their efforts to improve habitat conditions appeared insufficient and insincere to many stakeholders. As a result, the company continued to suffer from ongoing protests, declining attendance, and financial losses—evident in the second quarter of 2015, where SeaWorld reported an 84% drop in net income, an $11.2 million revenue decline, and a 1.3% decrease in attendance compared to the previous year (SeaWorld, 2015). Additionally, long-standing sponsorships like Southwest Airlines severed ties, reflecting a broader loss of consumer and partner confidence (Stout, 2014).

SeaWorld’s neglect of crisis preparedness and response caused the situation to escalate. Their delay in addressing public concerns, coupled with efforts to whitewash their image through social media and selective information release, further damaged their credibility. The company’s attempt to counter the negative press through “Truth about Blackfish” and selective highlighting of supportive social media comments failed to restore trust. Moreover, their claim that the Blue World Project would positively impact public perception was thwarted when the project was delayed by over a year, undermining their assertions of progress and commitment to change (Li, 2014).

This crisis highlights critical lessons in crisis communication strategies. Effective response requires timely acknowledgment of issues, transparency, and sincere engagement with stakeholders. SeaWorld’s initial failure to admit mistakes or address concerns openly resulted in a loss of public trust and economic downturn. In contrast, organizations that actively listen, apologize when appropriate, and transparently communicate plans for corrective action tend to recover more swiftly from crises (Coombs, 2015). SeaWorld’s case exemplifies the importance of proactive crisis management to mitigate long-term reputational damage and financial consequences.

In conclusion, SeaWorld Entertainment Inc.’s management of the Blackfish controversy demonstrates fundamental shortcomings in crisis response. Their focus on financial recovery overshadowed the need for sincere engagement with the public and transparent communication. The company’s delayed responses, defensive stance, and failure to address core concerns contributed to ongoing backlash, declining revenues, and damaged reputation. This case underscores the importance of preparing comprehensive crisis communication strategies that prioritize honesty, timeliness, and stakeholder engagement to navigate public crises effectively.

References

• Blackfish (2013). Directed by Gabriela Cowperthwaite. CNN Films.
• Coombs, W. T. (2015). Ongoing Crisis Communication: Planning, Managing, and Responding. SAGE Publications.
• Li, S. (2014, August 18). SeaWorld's New Orca Habitats Won't Stop 'Blackfish' Backlash. The Wire.
• Saperstein, P. (2013, July 18). SeaWorld: Killer Whale Doc ‘Blackfish’ Is ‘Inaccurate’. Variety.
• SeaWorld Entertainment, Inc. Reports Second Quarter 2015 Results. (2015, August 6). PR Newswire.
• Stout, D. (2014, August 1). So Long, Shamu: Southwest, SeaWorld End Ties. TIME.