The film was promoted by coffee shop chain Starbucks as a result of a partnership between Lions Gate Entertainment and Starbucks Entertainment. In January 2006, approximately 8,300 Starbucks locations in the United States and Canada began a promotional campaign for the film involving spelling-related trivia games and promotions on cardboard cup sleeves. "Variety" stated that Lionsgate spent around $20 million with its market only, while "Los Angeles Times" reported a $25-million cost to both produce and market the film. Ford Motor Company also sponsored the film by providing a Lincoln Zephyr to chauffeur the cast and creators to and from a screening.