Starbucks Pushes Akeelah
Filed under: Drama, Lionsgate Films, Family Films, Newsstand, Movie Marketing
Karina reported a while back that Starbucks had
gotten into the movie industry (and not just in the form of Tom Hanks movies with the word
"Starbucks" in the title) with a production credit for Lionsgate and 2929's Akeelah
and the Bee. And, now that the film's release is imminent, Starbucks is initiating phase two of its
involvement: beating customers over the
head with the movie. Woo hoo! So, starting Tuesday, expect to see a whole lot of Akeelah and the
Bee-related stuff going on at your local Starbucks. Don't worry, though: according to company executives, the
marketing will be "much classier and more upscale than the average fast-food chain movie promotion." (This is
a good thing? I was counting on a Laurence Fishburne toy with my
latte, dammit.)Apart from dissing fast food-style promotions, however, the people at Starbucks aren't offering many details about what their classy technique will entail. Basically, all we know that words from the movie (the "bee" in the title, by the way, refers to a spelling bee, not the buzzing kind) will show up on cups, and those oh-it's-too-hot sleeves. Oh, and that when you go to get coffee tomorrow, you "will be invited to step inside Akeelah's journey." Oh boy, a journey! Thanks, Starbucks.
Reader Comments (Page 1 of 1)
4-08-2006 @ 12:28PM
Trent said...
I happen to be at a Starbucks right now, saw their "classy marketing" and Googled for more info (when I really should be working). I'd heard a report about their gig on NPR, but thought their might be some interesting tidbits on the net and turned up your post.
I just wanted to say that my experience (as one who totally hates being marketed to) with their effort is so far a positive one. Starbucks put out a box of Trivial Pursuit type cards on each table with unusual words on them. On the flip side is a text-only promotion for the movie (ie. no flashy photos, etc. for the ADD generation). After flipping through the cards, and learning some new words, I have to admit that I'm now more than a little intrigued about the film.
Anyway, I just thought I should toss off a note from the ground in case you were interested in how this effort turned out (for at least one customer/consumer).
Cheers.
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4-19-2006 @ 6:54PM
david said...
I appreciate your meticulosity in creating this post; it was quite the eudaemonic experience for me to read. Does anybody know of a place where I can find a full list of the words on those cards?
Reply
4-24-2006 @ 6:43PM
Keith Demko said...
Not one to pay way too much for below-average coffee, I somehow managed to miss the Starbucks affiliation before seeing this surprisingly entertaining flick last Saturday ... You'll also find Maverick Mark Cuban in the closing credits as a money man .. odd, indeed
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