Starbucks Entertainment and Lionsgate announced a marketing and distribution partnership for "Akeelah and the Bee" that marks Starbucks' entry into the film business and breaks new ground by a giving a brand promotional partner a piece of a film's profits.
In exchange for marketing and promoting "Akeelah" in its more than 5,500 retail outlets in the U.S. and Canada, Starbucks receives an undisclosed percentage of the movie's profits in a deal that appears to be unprecedented in the business of film promotions.
"Starbucks is a true equity participating partner in the film with us," Lionsgate president Steve Beeks said. "They are getting a percentage of the profits alongside the other primary partners."
In exchange for marketing and promoting "Akeelah" in its more than 5,500 retail outlets in the U.S. and Canada, Starbucks receives an undisclosed percentage of the movie's profits in a deal that appears to be unprecedented in the business of film promotions.
"Starbucks is a true equity participating partner in the film with us," Lionsgate president Steve Beeks said. "They are getting a percentage of the profits alongside the other primary partners."