UPDATE, 3/17/2016: SeaWorld will now end its controversial breeding program for killer whales. 

It’s hard to believe that it’s been three years since the scathing Killer Whale anti-captivity documentary “Blackfish” came out on CNN, causing a tidal wave of negative press for the marine-based theme park, SeaWorld. Since then, SeaWorld Parks & Entertainment (SEAS) has very publicly stumbled through misguided attempts at developing a real PR effort to combat the negativity that “Blackfish” created for the company and its three theme parks across the country. The company has been through a CEO change, falling attendance numbers, and plummeting stock prices, down 35% since 2013.

You might be wondering what’s happened to Sea World and their brand three years later.

Last week, SEAS’s new CEO Joel Manby took the company to a new level; they are essentially trying to build their way out of the mess and controversy surrounding “Blackfish.” In the last year alone, SeaWorld has committed millions to building a new “hyper-coaster” in its Florida park. This new attraction will be faster (at speeds reaching 73 mph), longer (at over 4,700 ft. of track), and taller (at 200 feet) than any other roller coaster in Orlando – a city that’s become known globally as the theme park capital of the world. Mako, the shark-themed coaster, will debut this summer, and is receiving a ton of positive media attention because of its sheer size and scope of the project.

Another new undertaking dubbed “Blue World Project” at SeaWorld’s San Diego park will greatly expand the size of the tanks and create a more “natural” environment for the 11 Orca whales living there. The project is thought to be a direct response to the negative attention “Blackfish” brought to the theme parks, though it has taken SEAS some time to even get a shovel in the ground. And at $100 million dollars, the project is no small investment.

In another recent announcement, SeaWorld revealed plans for yet another new attraction – an educational, interactive submarine voyage called “Ocean Explorer”. This project, which will also be unveiled at SEAS’ San Diego park, is estimated to be an investment of “tens of millions of dollars” according to a recent report by Mashable.

All of these changes and investments raise important questions. Will such gambles pay off in the end for the damaged SeaWorld brand? Can SeaWorld just build its way out of the jam they’ve been in for the past three years? How much more negative press can one brand sustain before the damage is irreversible?

In my opinion, SEAS did one thing very wrong and one thing right in handling the “Blackfish” situation and resulting PR disaster. They waited far too long to directly address any misrepresented facts directed at the company, their trainers, staff, and animals during the documentary. When something of this magnitude receives the media attention that “Blackfish” did, it’s critical to get right out in front of it as soon as it hits the mainstream media, or ideally, beforehand. SeaWorld knew about the film, they knew about groups like PETA who were continuously trying to dethrone the marine entertainment behemoth and expose the company for caring less about the welfare of the animals and more about the almighty dollar.

On the other hand, SeaWorld wisely brought more attention and focus to the tremendous efforts their trainers and medical staff put into to sea rescues, including dolphins, sea lions, turtles, and other animals.

Any time negative PR comes your way, it’s an opportunity to shift and pivot your brand and your messaging. For SeaWorld, they’re attempting to do just that with new attractions, massive investments in their parks, highlighting the truth about their Orca whales and their everyday lives, and promoting their good works in saving injured and endangered ocean mammals. Time will tell if the damage the brand sustained because of “Blackfish” will be too much to handle, or if in another three years the general public will have forgotten all about the film and will again enjoy family vacations at SeaWorld parks across the country.

What are your predictions for the brand? Share your thoughts in the Comments below.