• Reuters, Tuesday, April 4, 2006 11:45 AM

Starbucks breaks a new marketing campaign today for the movie ''Akeelah and the Bee,'' in what the company hopes will become a groundbreaking initiative that changes movie marketing methods. Traditional movie promotions in quick food outlets involve posters, standees, branded cups and toys. But this one is decidedly different since Starbucks is named as a co-presenter of ''Akeelah'' in the opening credits and appears to be the first retail or brand promotional partner to get a cut of a movie's profits. The film stars Keke Palmer as an inner-city schoolgirl who gets a chance to compete at the national spelling bee. Angela Bassett and Laurence Fishburne co-star. At Starbucks' outlets nationwide, an estimated 30 million customers will be challenged to expand their vocabulary and spelling prowess with words featured in the film's spelling bees. More than 25 words will be printed on in-store signage, cup sleeves, coasters, flash cards, magnets, and on lanyards worn by Starbucks' staff.

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