Starbucks Gets Into the Movies
by
Allen Weiner
on Thu 12 Jan 2006 11:44 AM MST
Starbucks’ partnership with Lionsgate (see below) is just the start. At the outset, this might look like a cool affinity marketing deal, but Starbucks continues is drive to be on the edge of the digital media distribution revolution (what Mike and I call Media Titans). In addition to selling DVDs of the movies at their store, how long will it be before they over the air downloads of movies (and other related content) at their coffee bars?
A few thoughts for Starbucks: why not follow the Myspace lead and take advantage of the viral nature of “consumer as network” to create buzz on these movies? Create embedded players that allow bloggers to put movie trailers on their pages. Jazz up the Starbucks page to be a venue to allow movie fans to communicate with one another. Why not buy some Tv ads to be put on videoblogs and/or sponsor some Podcasts? Heck, why not make the coffee bars Podcasting and videoblogging centers…well, that’s a start.
Starbucks (NASDAQ: SBUX) Entertainment announced today a truly transformative partnership with Lionsgate (NYSE and TSX: LGF) in which Starbucks will participate in all aspects of the marketing and distribution of Lionsgate and 2929 Entertainment’s new film, Akeelah and the Bee, which will release theatrically on April 28, 2006. With its national footprint of stores, strong trust from its huge and diverse customer base and proven track record with word-of-mouth marketing, Starbucks is in a unique position to help its customers discover this film.
Starbucks has already demonstrated success in marketing in the entertainment industry with its multifaceted strategy to reconnect its customers with new and unique music options that enhance their overall Starbucks Experience. The Company has since been recognized by entertainment authorities as a significant force in the music industry. Today’s announcement extends that powerful reach to film and provides a unique opportunity to elevate an inspirational motion picture to a discerning audience at a time when the industry has seen flat admissions in recent years.
Lionsgate has achieved feature film success with innovative and cost-effective marketing strategies and its focus on large niches that have historically been underserved. The two companies, both renowned for defying conventional orthodoxy, believe that they can collaborate on a unique marketing approach to the domestic box office that reaches a much larger audience and, in the process, maximizes Akeelah and theBee’s commercial potential.
Through an innovative and interactive marketing campaign, Starbucks will uniquely engage its store customers in the U.S. and Canada to introduce the film to them. Beginning immediately, Lionsgate and Starbucks will provide a large number of Starbucks baristas the opportunity to screen the film prior to its release. In addition to creating strong buzz and word of mouth among the baristas, in early April Starbucks will launch an in-store promotion to allow millions of Starbucks customers to experience the fun and inspirational feeling of the movie. Starbucks multi-dimensional marketing support includes opportunities for sneak previews for its customers and a Wi-Fi network promotion. Starbucks will also utilize its relationship with XM Satellite Radio to offer special programming on Hear Music™ Channel 75 on XM Satellite Radio. Beginning April 4, 2006, Starbucks will begin carrying the Akeelah and the Bee soundtrack and will carry the DVD when it is available later in 2006
