Starbucks to Promote Climate Change Flick
Starbucks Corp. is out with a summer movie promotion designed to raise awareness about climate change and build on its commitment to environmental causes.
The coffee company will kick off July 31 an in-store marketing campaign in the U.S. and Canada around “Arctic Tale.” The promotion will include in-store signage and displays.
Discussions will take place on Aug. 15 by environmental experts who will address climate change issues in more than 10 Starbucks stores. Participating organizations include The Climate Group, Earth Watch, Global Green USA and Conservation International.
"Starbucks has a commitment to environmental issues, and promoting this film allows us to keep to that commitment and provide our customers with information about issues of climate change," said Ken Lombard, president of Starbucks Entertainment, in a statement.
Financial details of the deal were not disclosed.
The film, produced by National Geographic, and Paramount Classics, follows the story of a walrus pup and a polar bear whose habitat is being threatened by global warming.
“Arctic Tale” will be released July 25 with a nationwide opening Aug. 17.
Starbuck’s began promoting movies last year with Lionsgate’s “Akeelah and the Bee” (Promo Xtra, Jan. 17, 2006).
The movie, however, drew only $18.8 million at the box office. The company also promotes CDs, DVDs and other entertainment items in its stores.
But Paramount Classics has hopes its affiliation with Starbucks will move the needle with moviegoers.
“[Starbucks] has the ability to reach millions of people in a single morning, ensuring that the message behind ‘Arctic Tale’ will resonate well beyond the theater,” John Lesher, president of Paramount Classics, said in a statement.
Starbucks is no stranger to environmental campaigns. The company in April launched an online game with partner Global Green USA to teach customers about climate change. The “Planet Green Game” is available at PlanetGreenGame.com.
