Starbucks brews promo for 'Tale'

June 28, 2007 Starbucks Entertainment announced its second film initiative, a marketing campaign for the upcoming documentary "Arctic Tale" from Paramount Classics and National Geographic Films that will see the coffee retailer receive payments linked to the movie's performance as it seeks to promote the film and educate consumers about global warming. Paramount Classics and National Geographic Films sought Starbucks out as a partner. Because of its cultural cachet and 44 million-strong weekly customer base, Starbucks remains largely in a class by itself among consumer brands and restaurant chains, most of whom fork over millions of dollars just for the right to create co-branded marketing campaigns tied to Hollywood films.

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