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Movie News

Will Film Spell Success for Starbucks?

Tuesday, May 09, 2006 4:55:58 PM
By ELIZABETH M. GILLESPIE

An advertisement for the movie "Akeelah and the Bee," is on display at a Starbucks store in downtown Seattle Monday, May 1, 2006 as a barista checks a display of coffee for home use. Starbucks Corp.'s foray into the movie promotion business opened with a weaker-than-expected showing at the box office, but executives at the coffee retailer and Lionsgate, the independent studio distributing "Akeelah and the Bee," say they remain optimistic that the film will do well. (AP Photo/Ted S. Warren)SEATTLE (AP) - Any regular Starbucks customers have likely learned how to spell or define "prestidigitation" or some other tricky word they'd probably never heard of before.

Using bright green flash cards and cup sleeves emblazoned with spelling bee words, the coffee retailer has spent the past month promoting the movie "Akeelah and the Bee."

Apparently, it hasn't paid off — at least not in the movie's first two weekends at the box office.


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