LOS ANGELES (Reuters) - Coffee shop chain Starbucks Corp. on Thursday unveiled plans to promote a new summer movie, “Arctic Tale.”
The documentary, produced by National Geographic Ventures and Paramount Classics, 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 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. It bombed at the box office.
The promotion for “Arctic Tale” will include in-store signs and displays, as well as a “national day of discussion” where experts on the 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 U.S. theaters on July 25 and expand nationwide on August 17.