I'm so sick of the "Akeelah and the Bee" hype that I'm not going to see it

The spelling bee cards. The countdown-to-movie-day chalkboards. The "Bee" coasters. The baristas with the bee headgear -- I've had it with the movie promotion. (And I'm sure some employees are, too.) As a daily Starbucks customer, I've been hit over the head day after day for last two months with "Bee" hype. The movie opens today and I now have NO interest in seeing it. Sorry, Starbucks.
> Starbucks is coy about what it stands to make: Neither party has disclosed the amount of cash that's changing hands in this deal, other than divulging Starbucks will be receiving a cut of the film's profits for its marketing efforts. And when the DVD goes on sale, it will get a share of those profits — the DVD, by the way, will be available at Starbucks. Akeelah's soundtrack will also be flogged at the coffee house. (Toronto Star)

Comments

[fiat lux]

I'm with you. I don't care if it's the best movie ever made, the over-hype is completely off-putting.

[James the Barista]

I rather rent the movie then go see it, and your right I am sick of the promotion in my store, but those cupholders are so much more brighter then the dark cold brown ones. Somedays I don't even notice all the lime green.

[Eric]

HEARD THAT! I have a problem with the blatent cross-promotion of this movie. For some reason it bothers me more than McDonalds/Disney cross-promos. Starbucks is producing and promoting movies based on its ability to sell them to their captive audiences (lets face it...we ARE captive audience if we're going there 1x-3x a day.).

[Steve McCoy]

I'm in a Starbucks 5 days a week, and I'm going nutty.

[Eric]

Steve: Nutty AND Poor!!!

[Nick Starr]

I work at Starbucks and I am sick of seeing it. The only good thing that has sprung from this promotion is the Bee drink coasters on every table...it's been keeping our tables tidier.

Our store manager told us that she would give something special to all baristas that see it this weekend. I don't know if it will be worth it.

For all customers at ALL stores you get a free Blackberry Green Tea Frappaccino with movie stub Fri 4/28 thru Sun 4/30.

Also some stores are giving away a free drink if you can spell one of the words on the cards.

[Bill]

Isn't this just how Starbucks does business? Overhype the prouct until people are vomitting all over the floor?...

[barista chica]

i kind of WANT to see it, i don't give a crap about all the promotional stuff. i think it looks cute.

one customer asked what starbucks had to do with it, and she said "so, do they live in starbuck land? do the kids drink starbucks the whole time?" which we all thought was hilarious

Barista Chica I agree with you. I was motivated to see it by Starbucks promotion of the movie. And it was great! I don't think the marketing materials have been too much at all. In fact, it has been really fun for partners and customers alike. We have a blast using the words!!!

[a barista]

Bee head gear? Wow my store didnt have to do that. Most of the customers at my store ask about it rather than us pushing it on them.

[deusx]

I shudder to think of the apocalyptic repurcussions of agreeing with Bill, but the promotions are just getting smarmy. I'm not really thrilled about the direction Jim McDonald is taking the company. Perhaps its just xenophobia, but I don't feel he really has the same mindset and strong feelings about concepts like "third place" as the previous leadership. How can it be a third place if I'm bombarded with commercials while trying to kick back and drink some coffee. The music promotion wasn't bad, it at least was subtle. At least subtle compared the the bludgeon that the Akeelah ad campaign has been.

[David McWherter]

I like how the Akeelah notecard promotion relatively coincides with the new partly-recycled paper cups. It's pretty clear where they put all the paper that they saved.

-david

[Michelle]

Newsweek has an article about this - it mentions how in some stores, Starbucks employees are allegdly talking about spelling and vocabulary, etc. What it didn't say is whether those are spontaneous conversations or if Starbucks management is behind it. Have any of you Starbucks employees been "encouraged" to discuss the movie or spelling bees or anything else?

[Bill]

DEUSX, we don't have to agree with everything, you know. It's ok to agree with someone in one issue and not another...maybe Replicans and Democrats and learn something instead of always playing partisanship. In regards to this Akeelah and "third place" thing, does it surprise you that it's coming from a company that's headed by Schultzy and operated by Jimmy D.? Not really, after all, Jimmy D. did come from Wal-Mart, have you all forgotten that fact?! I commend Starbucks for what it "once was," not what it's "becoming." It it use to such a nice little company in Seattle 15-20 years ago...look at what it is now? Ads everywhere in the shop...doesn't it remind you of walking into a Wal-Mart and having discounted items all over the middle of the aisles, with the stupid happy face...

[Nickie]

At my store the customers think we should know the words and what they mean ... it is getting really ..... bugging me.
Bee head gear .... OMG!
The trailer looks cute enough, if you are interested in cute.

[Bill]

Michelle,
Starbucks management is always "encouraging" its "partners" to talk about some sort of promotion - from the brewing machine sale, to new pastries, to new drinks, to beans, to new music, to new movie now. The management is always behind it. They set up random contests to fuel the competition sometimes, even though they are manager by manager, and only for a $5-10 gift card. So yeah, "encouraging" is the most politically correct word for the management to use, versus "mandating." Can you spell "P-R-E-T-E-N-T-I-O-U-S-N-E-S-S"? Because that's what people who work behind the counter are...I know because I worked there from 2 years...
PS...excuse my spelling in the previous post *Republicans

[Christopher Meisenzahl]

I've kinda had my fill of it too.

[May C]

I agree. I was hoping that they'd stop putting those green cards all over the windows, at the counter and practically in my face.

There's something about marketing and promotion but they are getting quite overboard with this.

[NOTaFANATIC]

OF COURSE managers encourage their employees to support their company promotions. If they want to keep their job, that is what they do. While I am not happy with the over promotion of this movie either, it is in the company's best interest for it to succeed. This type of risk will either prove to be "genious" or a huge "blunder" and it all hinges on box office sales.
If you are a Starbucks customer, send in a comment card about your displeasure with the promotional materials. If they receive enough, maybe they will rethink this strategy in the future. You know that the DVD's are coming next... don't you? I am NOT a big fan.

[STARBUCKS GOSSIP webmaster]

At one Starbucks, a spelling bee was actually held IN THE STORE last night.

I do like spelling bees (I won one in 5th grade), but I don't want to listen to words being spelled in a coffee shop while I'm trying to read a paper or do some computer work.

[x]

I've been in Starbucks for the past 6 mornings studying for finals (I'm usually a 2 times a week kind of girl), and the promotions didn't grate on my nerves at all.

And actually, I LOVE the green sleeves. They're adorable and so spring. It gives me the same kind of pick-me-up that the red cups do.

So many bitter ex-employees... as a customer, I love starbucks and the environment.

I love the idea. Yes I don't really like pushing things on customers, but my managers don't make me do that so I am fine with it. I watched the preview and I really liked the movie. Being the dork that I am, I also love learning the new vocab words, I am always looking for a chance to learn things.

And, yes, Bill, we all know how pretentious you thought starbucks was in the "Starbucks chairman hates it when people say he's bent on world domination" post.

[billmil]

As an enthusiast for both iced doppios and Iranian films, I would hope that starbucks promotes more *number* or films of *very high quality*, i.e. so that recommendation by starbucks means "good movie."

The "art" market has lapsed considerably since the 60's. If coffee can come back, why not serious films.

[Seattlegirl]

We had a lot of fun at our store with the promotion. We told the regular customers they'd have to spell for their drinks today. We all had a good laugh at some of the attempts ;D

I dont mind talking to customers about certain stuff, if you dont like a new drink for example just tell them you only like it a certain way. I HATE the green tea latte, and I let customers know that I only drink mine with Hazelnut and soy :) people appreciate the honesty and a lot of people like hearing barista opinions on new stuff

[Bill]

Since I don't work at Starbucks anymore, what do you guys do to promote this movie in a busy store? My old store in Seattle was always busy - conventions everyday at the convention center, movie theaters, paramount theater, shopping centers, etc. Do you still play the spelling game even though there are obviously some people waiting in line, and may be in a hurry or upset?

[QC Latte]

I had little interest in the movie before the marketing. Now that I've been exposed to:
5 pounds of paper signs
An acre of rainforest turned into promo cards
Cup sleeves (I like the bright color, I'll admit)
magnets
Apron tags
Flash cards
Coasters (gee, they're round. Like the logo...)
Seat covers
Scrabble (???)
Soundtrack
Countdown chalkboard
Promo DVD SENT TO MY HOME

I have no desire to see it. Unless there is a car chase in it that is better than Bullit ;-)

[jabanga]

i don't know really i just don't know...i was such a loyal starbuckian at one point and now i really find working there almost embarrassing with the crappy promotions and the crappy drinks...i can't stand jim donald...BUT i still can't get a no water iced american anywhere that compares to the ones i get at starbucks AND you cannot argue with despite all the protestations of us so-called "purists" that the company continues to grow and grow like there is no tomorrow. for better or worse people love starbucks crappy promotions and crappy drinks aside...and before anyone tells me to quit...are you going to pay for my cobra for myself and my family? besides i helped build the company with my coffee knowledge and barista skills i am not the one who decided to turn it into the circus it is has become.

[RC of strangeculture]

It seems to me that the promotion has been pretty heavy...i'll be interested to see how the movie does this weekend.

--RC of strangeculture.blogspot.com

[Vickie]

Who else here got an email from Starbucks promising 2 free tickets to "Akeelah and the Bee" because they have a registered Starbucks card? Well I'm still waiting for my free tickets as well as my $10 promised for reloading $50 on my Starbucks card using my Visa card back in December. I did contact Starbucks and they appoligized about the "delay" in crediting the $10 because of "technical difficulties" but this leads me to wonder if they did this to everyone who responded to this offer. Now I have to contact them to find out where my movie tickets are. By the way, I'm not just a loyal Starbucks customer, I also am a partner of one year with the company!

[Nickie]

Jabanga, Ok wait you are a partner and can not get a no water iced Americano .... what the frell, make it yourself.
I make no water iced Amercanos all the time ... are you sure you know how to order one?
By the way Starbucks is not the only company who pays a portion of your helth care benifits ... if you hate Starbucks go somewhere else.
How can you be a supportive partner with such a crappy attitude.
Remember CAPS are our friend.

[Rae Whitlock]

Y'know, I was IN the National Spelling Bee in 1991, and I have no interest in this.

[HOTLANTABARISTA]

AHAHAHAAA go figure Starbucks trying to make money out of a cross promotional deal with a childrens movie. What's next? A starbucks happy-meal with mini latte and toy? But why shouldnt they, every other fast food joint is doing it. This is just one step closer for starbucks to become more and more like the McDonalds of coffee.

[QC Latte]

Y'know, Rae, I'm glad to hear it's not just me but folks that have done this ;-)

...Does anyone remember October Sky (1999)? The heartwarming movie of a young man who overcomes the opinion of his father and the coal mining town he lived in to learn about rocketry, then bring the town together to support him in the national science fair?

Sound familiar?

Also "based on a true story"?

Yep, underlying plot is the same, only the events and actors have been changed to rake in more dough.

Check out iMDB if you don't know this one.

[STV]

All employees are to encourage discussion of the film and the "joy" of spelling. This includes "spontaneous, impromptu, in-store" spelling bees. Accolades will be given for the film's music, acting, story. To customers who appear interested but are not sure, tell them "you really should see it - can I make you a free drink?". Have the film's soundtrack cd playing constantly in store and have copies of it for sale prominently displayed by cash register. Employee use of bee headgear is optional, but strongly encouraged. It will reflect positively on those who choose to do so in regard to future job promotions and possibilities. Be a team player!

[jabanga]

first of all nickie, i said i can't get a good no water iced americano anywhere that compares to the ones i get at starbucks i in no way said i can't get a good one at starbucks. i love starbucks coffee. you completely interpret my post as saying i hate starbucks and i never said that. i just wish the company still held quality of product and a focus on coffee as its basic way of doing business. there was a time when our promotions were actually about our coffee not hear music, akeela the bee, and ridiculously sweet and sugary drinks of all kinds. there was a time when howard resisted raspberry as a flavor syrup because it covered up the flavor of the coffee. now all the promotional drink recipes are about anything but the flavor of the coffee that is if they even have coffee in them. this whole starbucks love it or leave it approach to criticism is ridiculous. "To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow". why have a mission statement if you can't be critical of company actions that are not aligned with the mission statement?

[Jon]

I only hope that this utterly bombs so they don't try it again. If Starbucks decides to do this two or three times a year, I don't think my sanity's gonna hold up.

[A happy Barista]

How come everyone is so down on Starbucks promoting a uplifting, inspiring family movie. How dare some company care about promoting literacy and letting girls know that they are allowed to be smart(boy's as well) by backing Akeelah and the bee. I think all of the stupid consumers in the world should stop reading this crap and START reading a book

[an american]

Starbucks is falling into the classic trap of brand over-extension. It's one thing if you make great coffee and can then offer great tea, or delicious fraps, or nice pastries (except that S-bucks pastries suck, but you get the idea), or high quality home brewing equipment. All these things are logically connected. Unfortunately for S-bucks, making great coffee doesn't have anything to do with movies, and I'm not sitting around thinking "Gee, if only Starbucks could recommend a movie for me to see..." This is a classic error made by many corporations which think that expertise in one area makes them experts in all. It ain't so. I'm glad this movie bombed...I hope it will make S-bucks come to its senses and focus on what it does best and what it's customers want.

[todd]

Yes, the whole thing was just too much! And the marketing is the same stupid vague stuff. Why not tell me what the movie is about, you had like 300 chances...

Course, I can guess what the movie is about, and unless Samuel L Jackson plays a hitman trying to kill either the Bee or Akelah, I ain't interested....

[Ninja Barista]

Seriously, I am a "Partner" and I have grown weary of the hyping. I have drawn the line at the "Free beverage if you spell a word right" promotion. I had a customer come in the other day and one of my co-workers tried to get them to spell a word. At first the customer was polite and said not thank you, my co-worker kept pestering. Finally the customer said"I cannot spell that word!" they were upset and embarrassed, I felt sickened to be there. What are we doing? We sell coffee, we have enough on our plate making sure that we do our jobs and serve the customer. This is a road that we will regret going down.

[QC Latte]

Samuel L. Jackson is a hitman in this one? I heard he had a lightsaber, so I thought he was a Jedi. Silly me!

It's not that I'm not interested in more thoughtful films, I am.
It's not that I don't like the caliber of the actors, I do.
It's not that I am "down" on an uplifting movie, I'm not.

it IS that this movie holds no interest for me based on the extendo-trailer that was mailed to me at my home. While I remain neutral about it at the store "Yes, it's an uplifting movie about a young girl who finds success at the NAtional Spelling Bee", being compelled to push it and being expected to be an expert on it based on the biased blurbs I've been fed really go a bit far.

As a relatively new market, we actually get folks who believe we bake all the pastries. Our team kindly informs them that we leave that to the "experts" in baking so we can focus on being the "experts" in coffee. (Yes, Bill, on our team even the baristas have more than the basic knowledge and are encouraged to use it regularly, unlike at a burger joint)
Now, as that "expert" in coffee, where does this movie fit in? I am required to become a rabid fan of a movie that not only don't *I* like, but so few critics liked that Greta Van Susteren, a legal analyst and commentator, is one of the comments in the promos, right after "Two thumbs way up".

How does that fit in with being the "premier purveyor of the finest coffee in the world"? And lying that I think the movie is incredible surely doesn't jive with "maintaining our uncompromising principles".

[CitySpecific]

What surprises me about some of these comments from people who go to Starbucks so regularly is that you could be sick of the Akeelah promotion, and yet NOT sick of the store's brand image itself. I go to SBUX sometimes, but not every day. I'd be sick of most chain stores if I went there every day.

-cityspecific.blogspot.com

[Spooky]

Gosh, so much bitterness... It boggles the mind.

I liked the movie, I like the promos, and I like Starbucks... Ya'll need to get over yourselves...

[Taylor]

I love the movie Akeelah and the Bee. And I think I'm going to like there movie Jump In