SeaWorld Orlando is slashing its ticket prices on Black Friday, the second time this year the theme park has offered reduced admission.

Calling the sale “Blue Friday,” SeaWorld is offering “ocean-deep discounts” at SeaWorld, Aquatica and Discovery Cove starting at midnight and running through Nov. 28 to those who register online.

The offers include saving $110 on Discovery Cove admission packages and buy one get the second half off offers on SeaWorld and Aquatica single day tickets, Aquatica one-year annual passes and any up-close animal tour.

Just six months ago, SeaWorld ran an eight-day “flash sale” for customers who purchased two one-day tickets for the price of one. It also gave out free Aquatica passes when people bought passes to SeaWorld.

The latest discounts come on the heels of declining revenues following the Blackfish movie, which questioned the mental and physical health of killer whales raised in captivity. Following criticism from animal activists, SeaWorld agreed to stop breeding killer whales and end its Shamu entertainment shows. Last week, SeaWorld CEO Joel Manby announced major improvements at its Orlando, San Antonio and San Diego locations to usher in a new era of educating visitors on animal conservation.