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Lionsgate Films partnered with Starbucks (SBUX) this year on promotion of the film Akeelah and the Bee, which you might recall was a less-than spectacular campaign involving cup sleeves like the one pictured at right. The promotion will continue with DVD sales of the film, which grossed a disappointing $18.8 million on 2195 screens.Now Lionsgate has said it will cut its losses after a disappointing first quarter. Starbucks may have better luck with its book club, but it's tough selecting creative projects that will be acceptable to a broad range of customers.
The coffee retailer's "The Way I See It," campaign of placing quotes from various thinkers brought its own controversy when introduced. Not the substance of the quotes themselves so much as the political views, and even lifestyles, of some of the sources, which were deemed offensive and/or biased by some critics.
Starbucks won't please everyone, but seems intent to try not displeasing anyone. Focusing on sentimental heartwarming fare like the spelling bee movie and Mitch Albom's slender lightly-spiritual works seems prudent, if not incredibly inspired.
Michael Canfield is a private investor, a business and media writer, living in Seattle. He doesn't own stock in Starbucks.
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