Thursday, August 30, 2007

Enough With the 'Raising Awareness' Garbage

Starbucks, Paramount Movie Effort Flops, but That's Just Swell!

Interesting piece -- in the Los Angeles Times of all places! -- about the latest venture between Starbucks and a movie studio. Paramount's summer release, "Arctic Tale," is performing miserably. How you mess up a movie about a cute little polar bear and a chubby little walrus is beyond me. Perhaps that cheesy preaching from Queen Latifah and the grrrl-power/boys-are-stupid vibe didn't help.

That's not the point. The point is "the film has grossed roughly $600,000 domestically since its release July 25."

And that's just fine with Ken Lombard, president of Starbucks Entertainment. "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."

I'm sure that's the sort of thing that Starbucks shareholders want to hear. "We don't measure success in stupid old dollars. We're more interested in conversation."...MORE from Ad Age