Starbucks Finds CSR Silver Lining In Box Office Failure Of Arctic Tale
Arctic Tale, a Paramount Classics documentary co-financed by National Geographic Films, has only grossed roughly $600,000 domestically since its release July 25, The LA Times reports.
Starbucks signed on to promote the film with special in-store signs, cup holders and other tie-ins, in exchange for a portion of the film’s earnings. On August 15, Starbucks hosted what it called a “National Day of Discussion: Solutions to Climate Change” at coffeehouses in more than 60 U.S. cities.
Even though the film didn’t succeed at the box office, the company is pointing to a successful corporate social responsibility campaign.
“Our measurement of success was not the box office,” said Ken Lombard, president of Starbucks Entertainment. “Our measurement of success was to do as much as we could to encourage discussion around the critical issue of today – global warming.”
“I’m sure that’s the sort of thing that Starbucks shareholders want to hear,” Ken Wheaton writes in an AdAge editorial. “‘We don’t measure success in stupid old dollars. We’re more interested in conversation.'”
Stay Up-to-Date On Environmental Management, Energy & Sustainability News with EL's Free Daily Newsletter
Energy Manager News
- Embracing New Tech Is Key to Greater Energy Savings, Say Experts
- SolarCity: We Have the World’s Most Efficient Rooftop Solar Panel
- Bridgestone Arena in Nashville Switches to LEDs
- Helping Building Automation Grow
- Municipalities Could Combine Small Cell and LED Upgrades
- Holistic Approach to Energy Savings in Dublin, Ohio Schools
- NYC One Step Closer to Net-Zero Energy Goal at Wastewater Treatment Plants
- ‘Better Buildings, Better Plants’ Saves $2.4B Over Five Years