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Op-Ed: SeaWorld's strange e-mail to film critics of Blackfish

By Elizabeth Batt     Jul 15, 2013 in Entertainment
Still battling its OSHA citations, SeaWorld is lashing out at the movie Blackfish with a strange email sent to film critics. Labeling the film 'egregious and untrue,' SeaWorld it seems, is trying to close the gate after the orca has already bolted.
For the giant entertainment park, hiring a film publicity outfit called 42West to send an email to 'film critics' with the subject line: 'A Dishonest Movie,' could not have come at a worse time.
Blackfish director Gabriela Cowperthwaite asked SeaWorld repeatedly to present its version of events for the movie. The corporation consistently declined to be involved and even withheld commenting more than a sentence, after the movie premiered at the Sundance Film Festival.
Until now that is.
But rather than go public with its rebuttal, it chose instead to sneakily target film critics with the following missive:
Dear Film Critic:
I’m writing to you on behalf of SeaWorld Parks & Entertainment. You may be aware of a documentary called “Blackfish” that purports to expose SeaWorld’s treatment of killer whales (or orcas) and the "truth" behind the tragic death of trainer Dawn Brancheau in 2010.
In the event you are planning to review this film, we thought you should be apprised of the following. Although "Blackfish" is by most accounts a powerful, emotionally-moving piece of advocacy, it is also shamefully dishonest, deliberately misleading, and scientifically inaccurate. As the late scholar and U.S. Senator Daniel Patrick Moynihan famously noted: "You are entitled to your opinion. But you are not entitled to your own facts."
The film’s most egregious and untrue allegations include:
· The insinuation that SeaWorld stocks its parks with killer whales captured from the wild. In fact, SeaWorld hasn’t collected a killer whale from the wild in more than 35 years; more than 80% of the killer whales at SeaWorld were born there or in other zoological facilities.
· The assertion that killer whales in the wild live more than twice as long as those living at SeaWorld. While research suggests that some wild killer whales can live as long as 60 or 70 years, their average lifespan is nowhere near that. Nor is it true that killer whales in captivity live only 25 to 35 years. Because we’ve been studying killer whales at places like SeaWorld for only 40 years or so, we don’t know what their lifespans might be—though we do know that SeaWorld currently has one killer whale in her late 40s and a number of others in their late 30s.
· The implication that unlike killer whales in the wild, killer whales in zoos or parks—and specifically Tilikum, the whale involved in Dawn Brancheau’s death—are routinely bullied by other whales. The word “bullying” is meaningless when applied to the behavior of an animal like a killer whale. Whales live in a social setting with a dominance hierarchy, both at SeaWorld and in the wild. They express dominance in a variety of ways, including using their teeth to “rake” other whales, in the open ocean as well as in parks.
· The accusation that SeaWorld callously breaks up killer whale families. SeaWorld does everything possible to support the social structures of all marine mammals, including killer whales. It moves killer whales only when doing so is in the interest of their long-term health and welfare. And despite the misleading footage in the film, the only time it separates unweaned killer whale calves from their mothers is when the mothers have rejected them.
· The accusation that SeaWorld mistreats its killer whales with punishment-based training that’s designed to force them to learn unnatural behaviors. SeaWorld has never used punishment-based training on any of its animals, including Tilikum, only positive reinforcement. And the behaviors it reinforces are always within the killer whale’s natural range of behaviors.
· The accusation that SeaWorld trainers were not adequately informed about Tilikum. From the time Tilikum first arrived at SeaWorld, all trainers were warned—both as part of their training and in writing—that they were not allowed in the water with him. In fact, as was widely reported and covered at length in the OSHA proceedings, Tilikum has always had his own set of training protocols and only the most experienced trainers have been allowed to work with him.
· The accusation that SeaWorld tried to “spin” the story of Dawn Brancheau’s death, changing its story several times and blaming her for the tragedy. As the movie itself shows, it was local law enforcement—not SeaWorld—that issued the initial report that Dawn had accidentally fallen into the water. SeaWorld’s account of what happened—that Tilikum had grabbed Dawn’s ponytail and pulled her in—never varied. And the company has never blamed Dawn for what happened. (The person in the film who did was not a SeaWorld spokesperson.)
· The assertion that Tilikum attacked and killed Dawn Brancheau because he was driven crazy by his years in captivity. Tilikum did not attack Dawn. All evidence indicates that Tilikum became interested in the novelty of Dawn’s ponytail in his environment and, as a result, he grabbed it and pulled her into the water.
These are only the most egregious of the film’s many misrepresentations. “Blackfish” is similarly misleading and inaccurate in its account of the other fatal incidents in which Tilikum was supposedly involved, what happened at Loro Parque, the training and qualifications of SeaWorld trainers, and the care and living conditions enjoyed by SeaWorld’s orcas. And the list goes on…and on.
SeaWorld is proud of its legacy of supporting marine science and environmental awareness in general and the cause of killer whales in particular. Our point in sending you this note is to make you aware that what “Blackfish” presents as unvarnished reality is anything but. We don’t expect this to settle the debate, but rather we hope it will begin one. If you are interested in learning more, please contact Fred Jacobs.
More games afoot?
Blackfish has not even premiered in theaters yet, making SeaWorld's mass attempt at damage control almost an act of desperation. For years, SeaWorld has remained reluctant to enter into a public debate on its operations or the welfare of its animals. This is a company that has never felt the need to answer for its actions, so it was a surprisingly amateurish move considering it has always prided itself on savvy public relations.
Most of the claims in SeaWorld's letter, can — and already have — ricocheted. Death at SeaWorld author David Kirby, carefully dismantled every point that SeaWorld attempted to make in this informative risposte: SeaWorld's Clumsy Attack on Blackfish.
Kirby resoundingly threw down the gauntlet:
If Fred Jacobs wants to begin a (long overdue) debate about the dark side of keeping killer whales in captivity, I say, bring it on. His statement above is guaranteed to bring around-the-block lines to a theater near you this summer.
Today, over at, Blackfish filmmakers fired a second volley of shots:
... It is not transparent to us whether SeaWorld has watched the film carefully ... The annual mortality or death rate for orcas is 2.5 times higher in captivity than it is in the wild ... SeaWorld does not show an understanding of basic behavioral biology in this statement ...
But SeaWorld's covert attempts to thwart the movie Blackfish — which they clearly underestimated the popularity of — may have just backfired big time. Rather than considering the marine park's point of view, smart folks are beginning to ask, what does SeaWorld have to hide?
Andrew Allemann of Domain Name Wire for example, believes that SeaWorld maybe buying up Blackfish domain names to counter the movie. He wrote today in this article:
A Mark Monitor client has registered the domain names,, and (along with other top level domain extensions). The domains use Mark Monitor’s version of whois privacy to conceal the owner’s information.
This is the type of domain name a company will register to protect its brand or tell its side of the story.
Guess who SeaWorld uses to register its domain names? Yep, Mark Monitor.
Doth SeaWorld protest too much?
Grab the popcorn. Blackfish opens in select theaters July 19th.
This opinion article was written by an independent writer. The opinions and views expressed herein are those of the author and are not necessarily intended to reflect those of
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