Los Angeles: Coffee shop chain Starbucks Corp. has unveiled plans to promote a new summer movie, “Arctic Tale,” as part of its long-standing commitment to supporting environmental causes.
The documentary produced by National Geographic Ventures and Paramount Classics film studio tells of the early years in the life of a polar bear and a walrus, whose habitat in the icy arctic environment is threatened by global warming.
“Starbucks has a commitment to environmental issues, and promoting this film allows us to keep to that commitment and provide our customers with information about issues of climate change,” said Ken Lombard, president of Starbucks Entertainment.
Starbucks has in recent years promoted music, CDs, DVDs and other entertainment products in its stores, but only once has it backed a film, 2006’s “Akeelah and the Bee” about a girl competing to become a spelling champion.
Lombard said that since then, the company has reviewed hundreds of films and screenplays from moviemakers who were looking to tie their products to the chain. Starbucks operates or has franchises for more than 9,800 stores in all 50 US states and thousands more in 39 other countries.
The promotion for “Arctic Tale” will include in-store signs and displays, as well as a “national day of discussion” where experts on environment will speak in Starbucks stores in at least 10 major cities.
Financial details of the pact were undisclosed. “Arctic Tale,” in which Queen Latifah tells of the animals’ plight, will be released in a limited number of US theaters on July 25 and expand nationwide on August 17.