The "Blackfish Effect" Part 3: Instant Mass Dissemination

     One of the most important decisions made by the Blackfish team was that to license the film to CNN. In her Huffington Post article, Caty Chattoo states that “a premiere on CNN was not only a mass-viewer distribution strategy, but one that fired up a synergistic publicity and news media machine.” This is because CNN was able to do far, far more than just present Blackfish to a mass audience. Immediately surrounding the documentary’s release, CNN conducted multiple interviews and produced several news articles regarding all sides of the issue. The results of such massive communication greatly benefited the animal right’s campaign to reform SeaWorld’s treatment of Killer Whales as more and more people read about the gross injustices committed in the name of entertainment. Even when the media relayed SeaWorld’s defense of its practices, the simple absurdity of the matter just became more and more apparent. Without the tremendous reach afforded by harnessing the news machine of CNN, the Blackfish Effect would have failed to reach the audience population required for such a widespread--and successful--call to action. The takeaway? Cutting a deal with a major news and entertainment provider like CNN provides an ideal medium for the comprehensive communication of a stirring call to action.