Starbucks continues to expand beyond coffee, which might have you wondering why they don't stick to what they are good at. At any rate, the company has launched its first film deal with a film about a poor LA girl.
The Starbucks films come after past news that the company had lined up record deals with Alanis Morissette and Bob Dylan.
Implications - Consumer hot spots that have become go-to places for recreation should consider branching out beyond their token goods and services. By collaborating with various artists and other consumer goods that suit your target demographic's lifestyle -- take the market of caffeine drinkers that Starbucks taps into for example -- companies can reap the benefits of up-selling based on a particular discovered lifestyle of their consumers.