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Starbucks Marketing Helps Lionsgate Film

Starbucks officially will launch its first foray into the movie business with a unique experiential marketing campaign for Lionsgate's "Akeelah and the Bee" that the premium coffee retailer hopes not only will boost the film's boxoffice revenue but also transform the way studios market their movies.

In a groundbreaking deal with Lionsgate that gives Starbucks a percentage of the movie's profits for promoting "Akeelah" in its 8,300 locations in the U.S. and Canada, Starbucks will work to build buzz for the film by subtly integrating elements of its story line into the Starbucks experience.

An estimated 30 million customers will be challenged to expand their vocabulary and spelling prowess with such words featured in the film's spelling bees as pulchritude and prestidigitation. More than 25 words will be printed on in-store signage, cup sleeves, coasters, flash cards, magnets, and on lanyards worn by Starbucks' staff of baristas.

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