So just two days after reading what Harry Knowles had to say on the side of my Venti Mocha Valencia, I was treated to another treat on my Starbucks cup.
This time, wisdom presented itself in the form of a fancy green and yellow sleeve, with the word “eudemonic” smiling at me. Under which I am told it is the “1: winning word from the 1960 national spelling bee.”
Why is Starbucks interested in spelling?
To promote the release of Akeelah and the Bee. The sleeve also tells us it is “an inspirational film in theatres everywhere [april 28]”
According to a January 16 Variety story, Starbucks will be putting on a full court press in store marketing blitz, for a cut of the back end profit.
"But last week, Lionsgate offered Starbucks an unexpected new role: gross point player. The coffee giant will promote the spelling bee drama "Akeela and the Bee," which hits theaters in April, on coffee cups and cup-holders, on kiosks and spinner racks, and on the company's in-house wireless network. In return, Starbucks will get an undisclosed percentage of the first-dollar gross…Starbucks is merely granting Lionsgate promotional support in its thousands of stores. And in exchange, it's receiving an equity position akin to what it would receive if it were one of the film's original co-financiers."
Starbucks has already made significant inroads into music marketing—through its deal with "Hear Music." One need look no further than Prince, whose latest "3121," which was on sale on Starbucks counters accross the country (it's where I bought mine) marked "his first Number 1 release since 1991's 'Diamonds & Pearls.'"
Should the "Akeelah" marketing gambit prove equally effective, execs at both Lionsgate and Starbucks will find their eudaemonic deal quite lucrative.