But it seems that no matter how much Starbucks can infiltrate the US, and slip a store on practically every street corner, they can't seem to beef up movie sales. Tale is their second attempt -- the first was Akeelah and the Bee, which also performed below expectations. But it's not without some effort -- for this latest film, the company installed signage and stickers, specially-branded cup sleeves, sold plush walruses, sold the film's soundtrack and had special discussions in some stores about climate change. They didn't go further, like specially-named drinks, to avoid over-commercializing the tie-in, which I have to respect. "We are careful to promote our products and projects in a tasteful manner and not to interfere with the coffeehouse experience," says Ken Lombard. The article also mentions how the stores don't have screens to air footage, but really, it's a flipping coffeehouse -- that's a good thing! Is the problem how Starbucks is promoting it, the films themselves, or something else?
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