blackfishAquatic amusement park Sea World is leaning on entertainment shop 42 West to mount an unusually aggressive response to "Blackfish," a critical documentary about one of the park's orca whales.

The New York Times dissected Sea World's PR response to the film, bucking a history of businesses targeted by documentaries of choosing to lie low, "hoping the issues will remain out of the public mainstream and eventually fade away without much fuss."

42 West is helping the park get animal handlers and executives out for interviews and countering some of the film's claims about its care of the whale, which attacked and killed a trainer in 2010.

Read the Times report at