Starbucks to pander -- oh, wait, is that news at all?

Starbucks will begin promoting films at its stores -- but discreetly. No, really, they say that:

Starbucks would tread carefully so as not to offend customers who might be turned off by an aggressive sales pitch.

Starbucks, so not about the aggressive sales pitch.

http://www.latimes.com/business/la-fi-starbucks13jan13,0,6608835.story?track=tothtml,0,2639965.story?track=tothtml

Also, does this mean the writing on the cups will finally make some kind of sense?