If Village Roadshow wanted to distance themselves from the USA SeaWorld parks and the negative publicity associated, the first thing they should probably do is not enter in a partnership with SeaWorld Parks and Entertainment to develop theme parks in China, SE Asia, India and Russia. It kind of undermines the whole "But we're not them!" argument when you're quietly in a partnership with them to develop marine animal oriented properties in parts of the world where environmental regulations are minimal and the specifics of how they'll source marine creatures are unclear at best. As for changing names, the whole saga -- 40-odd years in the making -- is a really good branding lesson. It probably made perfect sense at the time to borrow the well-known SeaWorld name while it was unclaimed in Australia. That same goodwill that they capitalised on is one in the same as the negative publicity they're now distancing themselves from. Questionable international deals aside, all Sea World needs to do is keep doing what they're doing. The're an important pro-environment and pro-animal voice in Australia, and with time the Blackfish furor will ease.