Starbuck's Gets Star Struck

Seattle's Starbuck's company has often been reviled for its exorbitantly expensive designer coffee drinks. But one of the reasons the prices work, beyond caffeine and sugar addiction, is the pleasant Starbuck's lounge, a relatively commercial-free space to enjoy your expensive drink, and America's answer to European caf� life.

Merchandising at Starbuck's

Recently, Starbuck's corporate leaders announced that the company has chosen its first film to promote and distribute, in conjunction with Lion's Gate, an independent film company known for genre flicks like Saw II.

The Starbuck's film won't be of the slasher variety. The film, Akeelah and the Bee, is a drama about a girl from a poor part of Los Angeles with a talent for words, and stars Laurence Fishburne and Angela Bassett. According to the BBC, the film is to be released the United States in April.

CDs and Movie Merchandising at Starbuck's

The film announcement comes on the heels of CD releases that decorate countertops at Starbuck's locations. Starbuck's recently made exclusive deals with Bob Dylan and Alanis Morissette.

With music, though, the connection was more direct. Starbuck's offers the music that is played in the store. Now the company is using its space for promotion not because of a connection to its product, but because it has a built-in captive audience at Starbuck's across the country.

Merchandising Careers

It remains to be seen if the merchandising effort will be efficient or offend often fickle coffee drinkers. But getting your product into a Starbuck's chain would be the coup of any merchandising career, no matter the product.

Sources
New York Times