By SARAH BRANDT

When the documentary “Blackfish” was released in 2013, SeaWorld had received a lot of negative attention about the safety and health of its orcas. Back then, a lot of news media coverage has been focused on Sea World in a very negative way. An orca had just recently killed trainer Dawn Brancheau in 2010.

“SeaWorld has received a lot of content and negativity from all over the world. It has been ignoring all the criticism it received. PETA had campaigned hard and today there is a payoff for future generations of orcas,” PETA President Ingrid E. Newkirk said in a statement.

All the animals — orcas, dolphins, beluga whales, seals and lot of others — have suffered living in confinement at SeaWorld. The business model of Sea World changed, which is truly meaningful. Because of all the news media attention that they have received they have decided to re brand themselves, which has not worked. The news media and public had their opinion and their new management team decided to listen to them. This has resulted in a new way of thinking for SeaWorld.

Thanks to all the attention that SeaWorld has gotten from the news media, it has finally decided to end its captive breeding program of orcas.