Harry Potter and the Record-Breaking Print Run

This week, Scholastic Inc. announced that J.K. Rowling's Harry Potter and the Deathly Hallows will have a "record-breaking" first printing of 12 million copies in the U.S., as well as a multi-million dollar marketing campaign under the banner "There Will Soon Be 7." The book is scheduled to be released on July 21, at 12:01 a.m.

And while Scholastic's "There Will Soon Be 7" marketing plan for Harry Potter and the Deathly Hallows officially launches on April 17, ABA member booksellers can also look forward to a special Potter promotional campaign being developed by Scholastic exclusively for them. Watch for an announcement about "Independent Muggles for Harry Potter" coming from ABA in the weeks to come; in the meantime, here's a look at Scholastic's "There Will Soon Be 7" campaign:

• 7 Questions of Harry Potter campaign. Beginning on April 17, Scholastic will release one question every two weeks. These are the big questions fans debate at great length online, at book clubs, and in everyday conversations, and that they hope J.K. Rowling will answer in this final installment. The questions will be posted on Scholastic.com and released through advertising and publicity outlets. The final question will be released on July 7.
  
  

• Knight Bus National Tour. On June 2, exactly seven weeks prior to publication, a touring Knight Bus, based on the unique vehicle in the Harry Potter books, will take off from New York City and travel to 40 libraries in 10 major metropolitan areas all across the country. In each location where the bus stops, fans will be invited to visit the Knight Bus and share on video their thoughts and feelings about the Harry Potter books. Select video clips from each location will be uploaded for viewing and sharing on www.scholastic.com/harrypotter.
  
  

• Retail Promotions. Scholastic will send "There Will Soon Be 7" table top easelbacks and collectible bookmarks to retail accounts and libraries throughout the country. Both the easelbacks and the bookmarks will feature one of the "7 Questions" as each is released. Beginning June 2nd, "There Will Soon Be 7" countdown standees (a 5 foot corrugated promotional piece featuring Harry Potter and the Deathly Hallows cover art and a seven-week countdown feature to July 21) will be displayed in retail accounts and libraries. And, finally, to celebrate the big day, Scholastic will distribute millions of tattoos for giveaways at what is sure to be a record number of Harry Potter midnight parties.
  
  

• Scholastic's Harry Potter Page. Scholastic's online marketing campaign launches on April 17. In addition to a desktop alert downloadable, poster printouts, bookmark printouts, and updated Wizard Challenge questions, the site will include:
  

• Shrieking Shack Poll -- Fans will be invite to vote for their favorite answer to each of the "7 Questions of Harry Potter," and lead them to the Discussion Chamber Message Boards where they can converse with other fans.

• 7 Word Review -- Fans can review their favorite Harry Potter book in seven words or less and everyone can vote for their favorite.

• Knight Bus Tour Tracker -- On June 1, the site will launch the Knight Bus Tour Tracker, as well as Knight Bus Blogs and Videos.

• Book Release Party Finder -- This online guide will list various retailers' midnight parties nationwide searchable by zip code, city and state so fans can find a celebratory party to attend in their community.

• Advertising. Scholastic's national advertising campaign, based on the theme "There Will Soon Be 7," will appear on electronic billboards, online, and in print media nationwide beginning in April.