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Download PDF Film Report 47 48 WINNER: BLACKFISH Provoking a huge backlash against SeaWorld known as the ‘Blackfish Effect’. 49 Blackfish 50 BLACKFISH Blackfish tells the story of Tilikum, a performing killer whale that killed several people while in captivity. Along the way, Director-Producer Gabriela Cowperthwaite compiles shocking footage and emotional interviews to explore the creature’s extraordinary nature, the species’ cruel treatment in captivity, the lives and losses of the trainers and the pressures brought to bear by the multi-billion dollar sea-park industry. Blackfish challenges us to consider our relationship to nature and reveals how little we humans have learned from these highly intelligent and enormously sentient fellow mammals. WHAT THE CRITICS SAID “A mesmerizing psychological thriller with a bruised and battered killer whale at its center… Righteous, captivating and entirely successful.”— Variety Satellite Award Winner Tall Grass Film Festival Green Film Festival Seoul Best Feature Documentary Best Documentary Audience Award 51 52 THE CAMPAIGN 53 Blackfish 54 THE CAMPAIGN CONTEXT IMPACT DYNAMICS As a tool for analysing campaign strategies, BRITDOC NGOs and activists to understand how they The filmmakers did not set out to campaign with has devised what we call the Four Impact Dynamics; conceptualise their work. More information on the their film; their main goal initially was to create mass broad categories for the kinds of change you can make impact dynamics can be found in impactguide.org public understanding of a previously unrecognised in the world. This has been developed by studying the Below we apply the impact dynamics to the campaign issue, with a behaviour change goal developing post films that we have worked with as well as working with goals of Blackfish. broadcast as the distribution rolled out. CHANGING MINDS BUILDING COMMUNITIES Mass awareness and understanding – creating a shift Grassroots organising in public attitudes. – providing the focal point around which people come together. The team wanted to generate mass awareness of what had hitherto been only known to animal advocacy and whale conservation groups; what happens to whales in captivity. To bring this issue into mainstream consciousness was the overarching goal. CHANGING STRUCTURES CHANGING BEHAVIOURS Top down change – Actively mobilising people to do different not just think different, whether in politics whether that’s to buy or boycott, donate or volunteer. or business, directly influencing law and policy In making the film the filmmakers hoped that SeaWorld would change to change the context. some of their more archaic practices, such as breeding whales in captivity. 55 Blackfish 56 THE CAMPAIGN HOW THE CAMPAIGN WORKED SeaWorld bought full-page ads in a broad audience. When Macy’s annual Thanksgiving eight newspapers, rejecting PETA – through a carefully Parade announced that SeaWorld allegations of animal mistreatment. targeted campaign reaching would be sponsoring a float Blackfishwas not initially conceived of as an “impact Jim Atchison, the company’s different audiences with different “A Sea of Surprises”, PETA called film” that would use an outreach and engagement president and chief executive, strategies – effectively ran the for the float to be banned, publicly campaign to amplify and deepen its message; rather insisted most park guests “see Blackfish campaign by proxy, protesting outside the department a piece of journalism that would serve to raise awareness the story for what it is — an setting up a dedicated campaign store, launching an email activist agenda.” website SeaWorldofHurt.com. campaign that received 78,000 of how marine mammals are kept in captivity at SeaWorld. messages and handing out This SeaWorld statement was PETA had a history of campaigning leaflets in front of the apartment Cowperthwaite’s overriding concern was one of judged to be in response to on the captive orca issue; in 2012 of Macy’s CEO. The float went a wave of negative publicity they sued SeaWorld in federal ahead, only to be petitioned by independence; thus the film’s journey into the world was following the CNN broadcast court on behalf of captive orcas. protestors shouting “Boycott planned along traditional marketing and distribution lines. and two high-profile events PETA argued that five wild-caught SeaWorld”. A 12-year-old protestor involving schools; a Malibu, orcas deserved protection under who jumped the barrier was California school cancelled its the Constitution’s 13th Amendment, arrested, and this stunt received annual overnight field trip to which prohibits slavery. While they huge national press coverage and the park after students spoke may have always expected to lose served to keep SeaWorld – and To this end, the film premiered that the film was one-sided, and out in opposition, and a San the case, they gained media Blackfish – in the news. at Sundance Film Festival in accused the filmmakers of mis- A BROADCAST ON CNN FILMS Diego, California, high school coverage and visibility as a result. January 2013 and hoped to pick information. The filmmakers felt FOLLOWED, ENSURING A WIDE cinema class posted a video to Meanwhile, as the campaign up a distribution deal, which was forced to respond to their detailed VIEWERSHIP FOR THE FILM AND HUGE YouTube with students pledging When the film was released PETA evolved, Gabriela felt the need secured from Magnolia Pictures. accusations and a point by point PRESS AND SOCIAL MEDIA INTEREST, to spend no more money at leveraged their huge supporter to solidify her line on what the A theatrical roll out in 100 territories rebuttal was crafted with the help SeaWorld until the company base on social media to set a new solutions should be to the was supported by the director and of marine biologist experts. This AT WHICH POINT SEAWORLD REALISED changes its practices. record for retweets from their SeaWorld issue as she was called the cast of ex-SeaWorld trainers exchange set off a tidal wave of THAT THE PHENOMENON WAS NOT GOING account, 4190. upon for her opinion. Recognising who attended Q&As and gave press press which only served to bring TO GO AWAY. IN DECEMBER, SEAWORLD ADVOCACY BY PETA that the field itself was divided on appearances. The LA premiere was the issue out into the open. This BOUGHT FULL-PAGE ADS IN EIGHT The hashtags #blackfish and meaningful solutions, she came co-sponsored by The Humane pattern was repeated throughout Throughout the distribution life #blackfishonCNN trended; this to a position that was ultimately Society which was associated with the life of the film as SeaWorld NEWSPAPERS, REJECTING ALLEGATIONS of the film, animal advocacy has been attributed to PETA’s a personal judgement call. the film at that time. mounted an aggressive PR OF ANIMAL MISTREATMENT. groups used the film for their active marketing team that was campaign and held a position own campaigns and helped live tweeting while watching the As well as traditional distribution SEAWORLD RESPONSE which sought to paint their critics promote Blackfish, among broadcast and public discussions, numerous community screenings as “extreme animal rights activists.” them Humane Society of the US, although other advocacy groups took place, initiated by schools, The media coverage – news, Born Free Foundation, Voice of and celebrities such as Ariana animal groups and universities speculation, comment – generated A broadcast on CNN Films followed, the Orcas and PETA. This was Grande, Stephen Fry, Zach Braff who contacted Gabriela directly. around the film has been ensuring a wide viewership for the not directed by the filmmakers and Michelle Rodriguez also These included NY Law School, substantial. After initially keeping film and huge press and social but happened independently, helped spread the word. A month Cal State Northridge, San Diego quiet, SeaWorld changed tack media interest, at which point which allowed the filmmakers later, PETA’s tweet marking the Point Loma High School, USC, when three days prior to the US SeaWorld realised that the to distance themselves 30th anniversary of Tilikum’s Pepperdine and Stetson University. theatrical release in July 2013, phenomenon was not going to from perceived partisanship capture from the wild was the company issued statements go away. In December 2013, while positioning the film to retweeted more than 4,500 times. 57 58 CAMPAIGN IMPACT 59 Blackfish 60 CAMPAIGN IMPACT & ACHIEVEMENTS Blackfishas a film has been especially successful in moving individuals and organisations to action, (20,426) which resulted in SeaWorld’s response until very SeaWorld is a huge operation; Taco Bell severing promotional recently has been to continue it owns 11 parks in five states. from passive watching to active engagement with ties with the company. with business as usual. While not The major shareholder of SeaWorld the issues. As the distribution roll-out continued responding with any intention to is Blackstone private equity group actions small and large accumulated around the — “South West Airlines: stop change their practices, it has in who took the company public in promoting animal cruelty” effect initiated this by default by April 2013 when it was valued at film, creating the now oft-cited Blackfish“ ef fect”. (32,467) which resulted in SW agreeing to drop their challenge of $2.5 billion. Airlines dropping their SeaWorld a federal order that has kept trainers association. away from killer whales during A year later Blackstone reduced performances at its water parks. their stake from 43% to 25% with As the noise around Blackfish — “Shut down the movie Blackfish” THE TREATMENT OF TILIKUM — As of October 2014 British Declining to pursue their challenge SeaWorld buying back stock. This continued, there is evidence that (52). Airways has agreed to meet to the OHSA (Occupational Health was interpreted by most financial mass awareness had started to BY SEAWORLD IS DEPLORABLE. the Change.org petitioners and Safety Administration) ruling commentators as a retreat from translate into behaviour change — “Remove Blackfish from your IF THIS WAS AN ORGANIZATION to discuss their concerns.
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