Starbucks Ventures into Hollywood With New Partnership

Starbucks has joined the trend of brands venturing into the entertainment industry as they announced the creation of Starbucks Studios. This new venture aims to develop original entertainment content that highlights stories of up-and-coming artists, innovators, and individuals who make a positive impact on the world. The company’s VP of brand and partnerships marketing, Christy Cain, revealed the studio’s focus on shining a spotlight on inspiring individuals.

Partnering with Sugar23, the production company led by Michael Sugar known for producing the Oscar-winning film “Spotlight,” Starbucks Studios is working on developing various projects. Sugar23 has been successfully pitching ideas to brands to co-create and own entertainment as an alternative approach to traditional advertising. Past collaborations with AB InBev, Procter & Gamble, and Time Studios have paved the way for this innovative venture with Starbucks.

Starbucks’ initial foray into original entertainment began in 2016 with the release of “Upstanders,” a series featuring stories of positive change-makers. This was followed by documentaries such as “Hingakawa,” depicting the unity in post-genocide Rwanda, and “This is Football,” available on Amazon’s Prime Video. In an era where traditional ads are losing effectiveness, many marketers are turning to entertainment content that blurs the lines between editorial and advertising.

This evolution in marketing strategies reflects the shifting landscape of the entertainment industry as brands seek new ways to engage with audiences. As streaming platforms like HBO Max and Netflix introduce ad-supported tiers, collaborations between brands and entertainment companies are on the rise. Production companies, including Sugar23, are looking to partner with brands to explore new revenue streams as streaming services work towards profitability. This trend is also echoed by companies like Imagine Entertainment, Hello Sunshine, and others that have branched out into brand partnerships to create diverse and engaging content.