Hey Starbucks and Lions Gate Films, you’ve just pissed away $20 million in marketing a movie that took in $17 million at the box office…
Starbucks maintains that the campaign resonated with customers, although it did not conduct polls to determine how many people saw the movie.
“How we measure our success is not always in terms of box-office receipts but our customers’ reception,” said Ken Lombard, president of Starbucks Entertainment, who will remain in Seattle.
What are they putting in the coffee up there?
