The polar bears of “Arctic Tale” have gotten a chilly reception in movie theaters despite Starbucks Corp.‘s serving up promotional materials in thousands of its stores …
Costing less than $5 million to produce, the film has grossed roughly $600,000 domestically since its release July 25.
Cue some “failure but success” spin from Starbucks:
Ken Lombard, president of Starbucks Entertainment, said he was proud of the “Arctic Tale” campaign, noting that it was aimed at spreading a social message rather than driving ticket sales.
“Our measurement of success was not the box office,” Lombard said. “Our measurement of success was to do as much as we could to encourage discussion around the critical issue of today—global warming.”
Kind of hard to discuss it if nobody’s seen the movie, Lombard.