The purpose of this report is: to analyze the most relevant effects of the film Blackfish to SeaWorld, how those effects have affected SeaWorld’s business, management, and shareholders, and finally, determine if SeaWorld’s response to the film is enough.
Soon after Blackfish was released, the controversy started. Since the beginning, PETA has been one of the most persistent issues for SeaWorld; using different tactics and technology, PETA managed to reach thousands of people that rise against SeaWorld. Direct action was part of the strategy, asking people to sign petitions and to go to street protests. In 2013, when SeaWorld sponsored a float, which featured Shamu, in the Tournament of Roses Parade in Pasadena and the Macy’s Thanksgiving Day …show more content…
Furthermore, the fact that SeaWorld has faced multiple lawsuits during the last years, have helped worsen SeaWorld’s image. In the last months, it has faced several lawsuits, including one by Lou Baker, a SeaWorld shareholder, which claims that the company misled investors about the impact of Blackfish. This is important because, for the public, this may mean that even the insiders of the company mistrust SeaWorld. Also, consumers in Florida and California sued SeaWorld alleging that it used false advertising and misleading information to deceive …show more content…
One of the biggest moves is the creation of the webpage “SeaWorld Cares”, which features multiple articles, videos, and research showing how it cares and protects killer whales. One of the strongest arguments the webpage presents is that Blackfish is propaganda, not a documentary; it argues that the central premises of the film are wrong and explains why. The content of this segment is strong and promising, but it should be advertised differently, taking advantage of more effective media like television. Also, the “Response to Blackfish” argues that Blackfish focuses only on some incidents over SeaWorld extensive history, excluding everything else. The arguments SeaWorld presents are solid and worthy, but it should be more focused on what good things the company does and stress on it so the public can sympathize with it. In addition, SeaWorld deployed a twitter campaign called #AskSeaWorld in which consumers were invited to ask anything about animal care, conservation, breeding, and training. However, this campaign drew criticism because there were many questions from activists that were unhappy with
Soon after Blackfish was released, the controversy started. Since the beginning, PETA has been one of the most persistent issues for SeaWorld; using different tactics and technology, PETA managed to reach thousands of people that rise against SeaWorld. Direct action was part of the strategy, asking people to sign petitions and to go to street protests. In 2013, when SeaWorld sponsored a float, which featured Shamu, in the Tournament of Roses Parade in Pasadena and the Macy’s Thanksgiving Day …show more content…
Furthermore, the fact that SeaWorld has faced multiple lawsuits during the last years, have helped worsen SeaWorld’s image. In the last months, it has faced several lawsuits, including one by Lou Baker, a SeaWorld shareholder, which claims that the company misled investors about the impact of Blackfish. This is important because, for the public, this may mean that even the insiders of the company mistrust SeaWorld. Also, consumers in Florida and California sued SeaWorld alleging that it used false advertising and misleading information to deceive …show more content…
One of the biggest moves is the creation of the webpage “SeaWorld Cares”, which features multiple articles, videos, and research showing how it cares and protects killer whales. One of the strongest arguments the webpage presents is that Blackfish is propaganda, not a documentary; it argues that the central premises of the film are wrong and explains why. The content of this segment is strong and promising, but it should be advertised differently, taking advantage of more effective media like television. Also, the “Response to Blackfish” argues that Blackfish focuses only on some incidents over SeaWorld extensive history, excluding everything else. The arguments SeaWorld presents are solid and worthy, but it should be more focused on what good things the company does and stress on it so the public can sympathize with it. In addition, SeaWorld deployed a twitter campaign called #AskSeaWorld in which consumers were invited to ask anything about animal care, conservation, breeding, and training. However, this campaign drew criticism because there were many questions from activists that were unhappy with