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SeaWorld is finally putting an end to its killer-whale shows in San Diego

SeaWorld will phase out its killer-whale shows in it San Diego amusement park next year, The San Diego Union-Tribune reported.

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"In its place would be a new orca experience debuting in 2017, described as 'informative' and designed to take place in a more natural setting that would carry a 'conservation message inspiring people to act,'" SDUT's Lori Weisberg reported.

seaworld killer whale
AP Images

The company has been struggling to repair its public image in the wake of "Blackfish," a CNN documentary that claims that the amusement park's captive orca whales are under immense psychological pressure, which is turning them into killers. "Blackfish" was released in July 2013.

Attendance has been weak, earnings have been lackluster, and the stock has been a disaster, falling over 50% since "Blackfish" premiered.

SeaWorld's public-relations woes only began when the documentary was released. Celebrities piled on.

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During a One Direction concert in San Diego in June, pop star Harry Styles urged his fans to boycott SeaWorld.

"We believe the decline in attendance in California was related to our continued challenges with the SeaWorld brand in that state," CFO Peter Crage said in an earnings call earlier this month. "As [CEO Joel Manby] mentioned, we are addressing these issues through our ongoing reputation and fact-sharing campaign."

Weisberg has reported that there has been no mention of phasing out killer-whale shows at SeaWorld's Orlando or San Antonio locations.

seaworld
Here's the performance of SeaWorld shares since "Blackfish" was released July 19, 2013. Google Finance
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