Starbucks Studios marks the company’s entrée into the Hollywood film industry. This initiative ties Starbucks with a growing trend of other brands, including LVMH and Mailchimp, into the production industry.

A statement on Starbucks’ website emphasized the company’s longtime commitment to storytelling. In a statement, Christy Cain, Starbucks’ vice president of brand and partnerships marketing, emphasized the company’s commitment to nurturing “human connection and joy,” noting that the production company will allow it to continue that journey and “nurture the limitless possibilities of human connection.”

She said, “We’re honored to have the opportunity to shine a light on the stories and people who inspire us, from young, emerging artists to innovators, changemakers and others who are making a positive impact on the world.”

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However, Starbucks is not embarking on this journey alone. The coffee chain will collaborate with Sugar23, a media business founded by Michael Sugar, an Academy Award-winning filmmaker known for films including “Spotlight” and “Collateral Beauty.” Sugar focuses in connecting brands and the entertainment industry.

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“Storytelling is deeply ingrained in what Starbucks does, and Starbucks Studios is a natural extension of these efforts,” Sugar stated. “Together, we will use storytelling to establish relationships, inspire change, and strengthen our sense of community. We’re thrilled to be working with the fantastic Starbucks team and invite all of our Hollywood and beyond collaborators to join us in creating premium entertainment.

Though it may look ambitious, Starbucks has been expanding its operations in a variety of directions. In April, it announced a new global leadership program, and the firm is actively pursuing plans to open hundreds of additional stores throughout the world, both within and outside of the United States.