Disney's Hulu has a lot riding on "Black Cake," its adaptation of Charmaine Wilkerson's New York Times bestseller that centers on a Black family and spans decades and geographies from Jamaica to Scotland to California. Several Caribbean bakeries across the US will give out samples of black cake, the rum-soaked treat that's at the heart of the story. Hulu's partnerships start with the audienceMatthews and her team put together about a dozen partnerships a year tied to big releases. For "Black Cake," the book's fan base and defining themes were front and center for Hulu. Customers must be members of Barnes & Noble's Premium Membership ($39.99 a year) to see the "Black Cake" sneak peek, which let the bookseller promote its rewards program.

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