Starbucks is seeking to expand into movies and books with the help of the William Morris agency. The alliance allows the influential talent agency to find music, film and book projects for Starbucks to consider for marketing in its stores. As we reported earlier, Starbucks started promoting their first movie venture, Lionsgate’s Akeelah and the Bee, by advertising the attraction on coffee sleeves and putting up words of the day on its chalkboard menus. The New York Times quotes Starbucks’ founder Howard Schultz as saying “We want to see our name associated with the kind of music, literature and movies that [will make] people say, ‘I’m glad Starbucks brought this to the marketplace.’”
Starbucks' music venture has been a success, so it’s no wonder they want to expand their brand’s scope even further. I’m no knee-jerk Starbucks hater, but I’m getting a little weary of these endless tie-ins. Enough of Starbucks as a “lifestyle” destination; I’d just like a cup of coffee please.