SeaWorld is ending their killer whale shows at its San Diego park in 2016.

The company said Monday it plans to reinvent the attraction that’s been the center of animal-cruelty claims against SeaWorld. SeaWorld Entertainment Inc has faced heated criticism and shrinking attendance since release of the 2013 documentary film “Blackfish,” which presented a negative message on how the company treats its killer whales. The documentary sparked so much controversy that attendance declined, and profits have fallen by $10 million in 2015.

The announcement came during a Monday morning webcast led by SeaWorld Entertainment CEO Joel Manby and other senior executives, who discussed a multi-pronged vision for the company and its collection of 11 parks according to the San Diego Union-Tribune.

“We start everything by listening to our guests and evolving our shows to what we’re hearing, and so far that’s what we’ve been hearing in California, they want experiences that are more natural and experiences that look more natural in the environment,” Manby said. “…But it’s not universal across our properties.


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