Saturday, October 13, 2007

"Arctic Tale": It's a Smash!

When compared to Di Caprio's "11th Hour".

The length of run domestic box office gross difference of over $118,000 can probably be attributed to Starbucks marketing muscle (and length of run: 31 days longer and still going).

From Box Office Mojo:
Domestic Total as of Oct. 11, 2007:
Foreign Total as of Oct. 7, 2007:$371,842

From the L.A. Times:
Starbucks, ‘Arctic Tale’ frozen out at box office

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 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.

“I question the company’s ability to get people into theaters,” said Jim Romenesko, an online media watchdog who also runs the blog. “When people go to Starbucks they can easily miss the movie marketing materials strewn among the clutter of items for sale.”

But 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....MORE