Starbucks' efforts to market movies have had tepid results. Only $600,000 has poured into the box office for the current documentary 'Arctic Tale.'
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.... MORE from the Los Angeles Times
