Marketing the Midnight Release

Jun 06, 2003

Posted by: Melissa Anelli | Comments


“Billboards. Baseball parks. A countdown in Times Square. Scholastic, Inc., the U.S. publisher of J.K. Rowling’s mega-selling children’s series, has planned a $3 million-$4 million marketing campaign, more than doubling its budget for the release of the last Potter book, “Harry Potter and the Goblet of Fire,” in 2000,” reports One might ask why it’s necessary to spend millions when the book is already so highly anticipated, but Michael Jacobs, the senior vice preident of Scholastic, says: “You can never take anything for granted. There’s a lot of noise in the world and you have to do everything you can to get attention, especially after a three-year wait.”

Finding Hogwarts

The Leaky Cauldron is not associated with J.K. Rowling, Warner Bros., or any of the individuals or companies associated with producing and publishing Harry Potter books and films.