Starbucks Ventures into Hollywood with Exciting New Partnership

Starbucks has announced the creation of its own entertainment studio, Starbucks Studios, which aims to showcase stories and individuals making a positive impact on the world. The coffee company has partnered with Sugar23, led by Michael Sugar, to develop new projects.

Over the past year, Sugar has been emphasizing the importance of brands co-creating and owning entertainment as a more effective marketing strategy than traditional advertisements. This approach has already proven successful with brands like AB InBev in 2023 and Procter & Gamble’s collaboration with Time Studios and Trevor Noah’s Day Zero Productions on the docuseries “The Tipping Point.”

Starbucks initially delved into original entertainment in 2016 with “Upstanders,” a series highlighting stories of individuals driving positive change. This was followed by “Hingakawa” in 2019, a documentary short about a coffee co-op uniting communities in post-genocide Rwanda. “This is Football,” released on Amazon Prime Video, further solidified Starbucks’ presence in the entertainment sphere.

As traditional advertising’s influence has diminished, many marketers are shifting towards creating content that resembles editorial or entertainment. By forging partnerships with entertainment entities like Starbucks Studios, brands can establish unique connections with consumers through innovative storytelling methods. Sugar lauded Starbucks for its bold move, noting the shift towards entertainment as a new loyalty program disguised as content.

The rise of ad-supported tiers on streaming platforms like Hulu and Netflix, as well as collaborative efforts between Apple, Amazon, and marketers, has further encouraged brands to explore entertainment ventures. Production companies such as Sugar23 are embracing this trend by working closely with brands to generate additional revenue streams in an increasingly competitive entertainment landscape. With other industry players like Imagine Entertainment and Hello Sunshine extending their reach into brand collaborations, the future of entertainment marketing appears vibrant and dynamic.

By Sophia Gonzalez

As a content writer at, I am dedicated to crafting engaging stories that captivate our readers. With a knack for turning complex topics into accessible and compelling narratives, I weave words together to inform and inspire. My passion lies in delivering accurate and thought-provoking content that keeps our audience informed and entertained. From breaking news stories to in-depth features, I strive to bring a fresh perspective to every piece I create. Join me on this journey of exploration and discovery through the power of words at

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