SeaWorld attempted to fix the problem in March when it announced an end to all orca breeding, setting the stage for an eventual end to its captive orca program. But the news was tempered by the company's staunch refusal to consider releasing its remaining orcas - who could live decades yet in the company's tiny tanks - to a sea sanctuary.
Now it's unclear if good PR can even trump the "Blackfish" effect. This week's stock low comes despite SeaWorld Orlando's Friday opening of its long-awaited Mako roller coaster - the tallest coaster in Orlando, Florida, and a much-touted initiative designed to help flagging attendence and make the park stand out from local competitors like Walt Disney World and Universal Studios.
And investors haven't just expressed their disapproval through the stock prices. This week, a group of investors reopened a previously dismissed lawsuit against SeaWorld, arguing that the company had misled them by lying about the negative effect "Blackfish" was having on attendance and business performance.
Of course, it's good to see SeaWorld finally taking a step in the right direction, however reluctant. But given its recent stock performance, one can't help but wonder if it's too little, too late.