Starbucks goes to the movies

04/26/2006 | Bloomberg Businessweek

Starbucks is hoping its key demographic will respond to in-store promotions on coffee cups and placards, by going to see the socially conscious movie "Akeelah and the Bee." "We have a unique cross-section of assets -- a foundation of trust and confidence in Starbucks -- that can promote a movie that our customers know is relevant," said Starbucks chairman Howard Schultz. The coffee chain is listed as one of the film's producers and will share in any profits.

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