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Lionsgate Films and Starbucks (SBUX) partnered this past Spring to promote one of the (seemingly endless number of) spelling-bee-themed rockyesque films recently in production, Akeelah and the Bee. (Read: Video Business Online: Lionsgate and Starbucks get educated.) Starbucks has had good cross-promotion success in the past, notably with music CD's (not only with repackages of well-known artists like Ray Charles, but also, promoting niche acts like Sonya Kitchell) but this maiden attempt to tie-in with a film fizzled. The film has grossed just around $18.5 million through last weekend-- some 70+ days since opening. I myself never caught spelling-bee fever from the promotional sleeves featuring obscure words and definitions that came with my cups of joe during the promotion. Evidently others felt much more than indifference.
The movie studio, naturally, prefers to show the experience in a positive light.
Akeelah and the Bee posts
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