Indie coffee shops in Hamilton serve up some promotion for feature film La La Land
Hollywood movie makers like to enter promotional schemes with restaurants, especially the big chains like McDonald’s — toy giveaways, colouring books and souvenir cups.
But the makers of the upcoming musical “La La Land” — starring Emma Stone and Ryan Gosling — are taking a more fresh (roasted) approach.
They’re partnering with small independent coffee shops, like Hamilton’s Relay Coffee Roasters.
On Monday, Relay owner Jason Hofing got a call from eOne Entertainment Group, Canadian distributors of “La La Land,” asking if they’d be interested in having the film’s logo emblazoned on their cup sleeves. Sure, Hofing said, why not?
On Wednesday, 500 of the sleeves arrived — 250 for Relay’s downtown Farmer’s Market location and another 250 for its Mountain location at 590 Concession St.
By Thursday, the sleeves were in full use, as well as a special stencil that will sprinkle the “La La Land” logo onto the top of your special La La Latte. “They said they’d send more whenever we need them,” said Hofing.
The much-anticipated film, which opens in theatres later this month, features Stone as an aspiring actress working in a Los Angeles coffee shop serving lattes to Hollywood stars. Gosling, who went to high school in Burlington, plays a struggling jazz musician. Romance, of course, follows, mixed with a healthy sprinkling of song and dance.
Relay is one of about 25 independent coffee shops in nine cities across Canada currently involved in the La La Latte promotion.
A spokesperson for eOne said the company hopes to get more coffee shops on board as the release date draws nearer.
Relay Coffee Roasters, formerly Red Hill Coffee Trade, has been in business in Hamilton for eight years.