Starbucks – Venti Film Aspirations, Tall Results

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“Um…why is my Grande Mocha (with extra whip) asking me to spell ‘sardoodledom’?” pretty much sums up Starbucks’ first film promotion venture.
Last year, Starbucks Entertainment (and here I thought Starbucks Entertainment is the laughter that ensues when the cashier asks for $5 in exchange for a cup of coffee) promoted the film “Akeelah and the Bee” for a cut of the film's box-office proceeds. Akeelah, surprisingly void of sardoodledom (mechanically contrived plot structure or stereotyped, unrealistic characterization in drama (another word for melodrama)), was a flop, even for a documentary. The promotion campaign consisted of spelling bee words on cup sleeves and general barista harassment to go see the film (although baristas are surprisingly mum when it comes to giving a language of origin).
Undeterred by its first film promotion effort, Starbucks is promoting another film, “Arctic Tale,” an eco-fable about a walrus and polar bear that become special, special friends, and then drown after the ice caps melt (like Milo & Otis, if they were in Korea). The Paramount Classics and National Geographic Films release will be condescendingly explained to Starbucks patrons as a cautionary tale about global warming. The film is set to open in select theaters on July 25 and nationally on August 17.
(Here is the video of the poor soul who got stuck with “sardoodledom” in the National Spelling Bee, and nailed it)
Starbucks Sticks With Film-Promotion Plan [Wall Street Journal]

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