U.S. theme park operator SeaWorld said Thursday it is ending its orca breeding program following backlash over its treatment of the animals.
The development comes as part of an agreement between Humane Society of the United States and SeaWorld which seeks to make the current generation of orcas in captivity the last.
"SeaWorld has introduced more than 400 million guests to orcas, and we are proud of our part in contributing to the human understanding of these animals," Joel Manby, president and chief executive officer of SeaWorld Entertainment, said in a news conference.
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"By making this the last generation of orcas in our care and reimagining how guests will encounter these beautiful animals, we are fulfilling our mission of providing visitors to our parks with experiences that matter."
Humane Society of the United States President and CEO Wayne Pacelle, speaking at the same press briefing, said the announcement "signals that the era of captive display of orcas will end."
SeaWorld's treatment of its orcas, also known as killer whales, came to the public eye three years ago as a result of Blackfish, a documentary that examined the death of SeaWorld trainer Dawn Brancheau, killed by an orca named Tilikum.
After the film's release animal rights activists kicked off a massive campaign demanding that SeaWorld end its orca breeding program.
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The company has also faced a major drop in attendance for its orcas shows following the documentary. Its stocks dropped almost 50 percent over the past three years and SeaWorld itself concedes the downturn is a product of the film.
SeaWorld stopped capturing live marine mammals decades ago, with the majority of its nearly 30 orcas having been born in captivity.
Humane Society of the United States worked with SeaWorld to develop new policies on how to treat its animals and the orcas, which includes ending its current shows.
“We will introduce new, inspiring, natural orca encounters rather than theatrical shows, as part of our ongoing commitment to education, marine science research and the rescue of marine animals,” the company said in a statement on its website.
The director of Blackfish, Gabriela Cowperthwaite, called the move "a defining moment."
"The fact that SeaWorld is doing away with orca breeding marks truly meaningful change," she said.