Ever since the release of shocking documentary Blackfish, Sea World has been fighting an uphill battle to lure visitors back to their attractions.

In a positive step, earlier this year the company announced that they would no longer be breeding orca (killer whales).

SeaWorld Announces That They Will Stop Breeding Orca Whales https://t.co/D784jbHIx5 pic.twitter.com/puMhT8kVdj

— Her.ie (@Herdotie) March 17, 2016

Now it looks like they are making even more efforts to assure people that the animals in their care are being treated fairly. The Salt Lake Tribune report that Chief Executive Joel Manby said that the remaining killer whales will not pose, dance or kiss each other in performance, as part of the new animal-friendly policy the company is adopting. "Think of Discovery Channel, think of Nat Geo, think of a really good nature documentary that is educational but fascinating," Manby said. "It's entertaining because it's fascinating, not because they're jumping five at a time to wonderfully scored music." SeaWorld ceased breeding killer whales in March, bowing to criticism of its care of the sea creatures as depicted in the documentary Blackfish.The company pledged to phase out killer whale performance and eventually stop keeping the animals in captivity altogether, a victory for activists. The theme park has struggled with declining attendance and share performance since the 2013 release of Blackfish. The documentary examined the ill-treatment of orcas within SeaWorld and is a really shocking watch. The company currently has 29 orcas spread across its theme parks. (via YouTube/Magnolia Pictures and Magnet Releasing)