Starbucks is planning to fete a summer publicity blitz for Arctic Tale, an upcoming movie about a walrus and a polar bear, narrated by Queen Latifah, with posters and cup sleeves that the java juggernaut hopes will educate customers about global warming at the same time.
Arctic Tale is produced by Paramount Classics, the Viacom studio behind our man Al's An Inconvenient Truth, and National Geographic Films, which brought us March of the Penguins. It's set to debut in selected theaters July 25, with wide release targeted for Aug. 15.Starbucks will also pipe in the movie soundtrack into its stores, featuring the vocal stylings of Ben Harper, Aimee Mann, and the Shins. Mark Aug. 15 on your calenders, because the company has designated that day a "National Day of Discussion," with plans to hold in-store salons with environmental groups such as Earth Watch and Global Green USA.
As this writer has said before, we would probably take them more seriously if Starbucks' paper carriers weren’t printed in China and assembled in Indonesia. Another case of do as we say, not as we do?