The cinematic climate is changing in countless ways, but one in particular is affecting the world on a much broader scale. Viral marketing and distribution through avenues such as Netflix has fused with a public hunger for knowledge that is satiated through a surge in documentary filmmaking. The impact of this readily distributed knowledge and information is perhaps more powerful than ever. One company in particular has learned this lesson the hard way. After the release of the popular 2013 documentary “Blackfish”, SeaWorld Entertainment Inc. has begun to feel the sting of public opinion.
“Blackfish” criticizes SeaWorld’s methods and treatment of orca whales. The film highlights Tilikum, a captured whale who has been living and performing inside the SeaWorld Orlando amusement park since 1992. As explained in the documentary, Tilikum has been responsible for three deaths, a raging violence that is attributed to frustrations with captivity. The film goes on to explain that the quality of life for captivated whales such as Tilikum is damaged, and also suggests that their lifespan is shortened.
Though SeaWorld insisted that the film’s release would have little to no impact on their attendance, it appears that is no longer a valid argument. “Blackfish” drew an enormous following from Netflix, was viewed by 21 million people during a CNN airing, and earned millions in the domestic box office. The film’s crusade spread rapidly, leading to public protests, celebrity chastisement, and concert cancelations by musical acts such as Heart and Willie Nelson. Southwest Airlines ended a long time partnership with the theme park company. One California politician proposed the “Orca Welfare Safety Act” after viewing the film. The piece of legislation would ban the use of orcas in public performances at theme parks all together. Even Pixar executives joined in the fray, meeting with “Blackfish” director Gabriela Cowperthwaite to alter the ending to “Finding Dory”, the sequel to “Finding Nemo”. “Finding Dory” originally had an ending that placed some characters in a SeaWorld-like theme park, but given the new light shed on animal conditions, executives felt it would no longer be appropriate.
The end result of the fallout has been an undeniable dip of profits in the second quarter. Shares in SeaWorld dropped to 43 cents per share, falling short of the originally projected 60 cents per share. On the whole, stock in the company is down and alarming 31 percent this year.
It seems that SeaWorld is feeling the pressure of the ever-advancing reach of informative cinema. Viral distribution from online providers, television, and social media has primed the cinematic climate to spark changes that are not confined to the entertainment industry, but also reach into business an politics. Movies, it would seem, are becoming a tool that keeps our society in check, informs the public, and brings about positive change in a capacity that has not yet reached its limit.