I was puzzled by the news that Starbucks had struck up a distribution deal with Lions Gate fims - as was Church of the Customer.

The marketing strategy associated with the deal seems suitably low-key for the coffee chain, but I can’t help but think the growing number of ancillary products sold at Starbucks - cds, dvds - will erode the admittedly false atmosphere of calm reflection currently valued by authors, bloggers, self-employed professionals and the status-conscious?

“… Starbucks baristas will get to preview the film in hopes they will create buzz among customers. In early April, the chain will begin in-store promotions, ranging from advertising on cup sleeves to spelling-related trivia games on its chalk boards, and pastry case displays featuring words spelled in the film. (Globe & Mail)

How long until Starbucks offers movie promo items (organic, made from recycled products and fair trade) with every seasonal special?

Technorati: marketing branding Starbucks third place