This is what happened to SeaWorld shares since Blackfish came out

We can see no noticeable impact on our business

The movie in some ways has actually made perhaps more interest in marine mammal parks and actually even about us.

That was SeaWorld chief executive officer Jim Atchison speaking in March, but finally, after months of denial, the group have now admitted what had been plain for all to see - the release of critically-acclaimed documentary Blackfish had damaged its business.

Fast forward to today and SeaWorld shares dipped by around 30 per cent as it announced a 1.5 per cent drop in revenue, with an accompanying statement reflecting the company's new position: "Attendance in the quarter was impacted by demand pressures related to recent media attention surrounding proposed legislation in the state of California."

That legislation is the Orca Welfare Safety Act, proposed by lawmakers in California earlier this year, which, if passed, would outlaw the keeping of orcas in captivity.

Gabriela Cowperthwaite's Blackfish documentary tells the story of orca Tilikum, linked to the death of three people after being captured.

SeaWorld has dubbed the film "propaganda" and maintained an aggressive social media strategy championing the parks.