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By Ray Pride Pride@moviecitynews.com

Coffee Bees: Starbucks' promo deal with Akeelah

A sweet sleeve job: Starbucks cuts itself into the movie biz with its promo reach. With the Lionsgate release of Akeelah and the Bee, reports Newsweek’s Johnnie L. Roberts, the caffeinator’s 8,300 North America stores prompt viewers to purchase elsewhere:sdfj867-.jpg “Starbucks is promoting Akeelah to its millions of [customers as it’s] touted on the sleeves slipped onto the Starbucks cups (it sells 4 million beverages daily), emblazoned with obscure words like “shalloon,” a lightweight wool fabric used for coat linings. Coasters are used to promote the movie, too, and a display table at the Starbucks in South Orange, N.J., recently was stacked high with travel Scrabble sets…. .Last Friday the chain began a countdown to Akeelah‘s opening date, April 28, on the ubiquitous chalkboards that spell out the day’s coffee blends. Starbucks has no plans to pour bucks into making films, limiting its involvement to promoting the movie (and taking a cut of the profits in return) and selling DVDs.”

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