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LAT: Starbucks movie promotions disappoint bean counters

LAT: Starbucks movie promotions disappoint bean counters

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. The Paramount Classics documentary, co-financed by National Geographic Films, has failed to draw the crowds that flocked to other recent environmental movies such as Oscar-winners “March of the Penguins” and “An Inconvenient Truth.” Costing less than $5 million to produce, the film has grossed roughly $600,000 domestically since its release July 25. Although the coffee giant has broadened its reach as a cultural tastemaker through music and book sales, “Arctic Tale” is another example of the green mermaid’s golden touch failing to transfer to movies. Starbucks’ first move into film promotion, Lions Gate‘s “Akeelah and the Bee,” did not live up to expectations. Josh Friedman and Lorenza Munoz report.

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