The Book that Lived

Susan Gunelius

Chapter Chapter 1 in Harry Potter, 2008, pp 1-10 from Palgrave Macmillan

Abstract: Abstract The Harry Potter phenomenon wasn’t born overnight. It’s been nearly 20 years since J.K. Rowling first saw Harry’s image in her mind, and during those past two decades, the Harry Potter brand has grown to a position of global behemoth touching diverse people around the world. How did a book grow to have such broad-reaching power? The seven books in the Harry Potter series have sold over 400 million copies worldwide, and they have been translated into 64 languages. Ultimately, seven movies will be released by Warner Bros to coincide with each book. It’s been speculated that Warner Bros will make well over $5 billion in box office receipts by the time the final movie is released. Even Universal Studios is cashing in on the brand, with a Harry Potter theme park scheduled to open in 2009. The books have caused changes in the literary and publishing businesses and opened marketers’ eyes to the power of the internet and the role of word-ofmouth marketing in today’s world. Today, the Harry Potter brand is estimated to be worth $4 billion.

Keywords: Train Ride; Literary Agency; Bestseller List; Pioneer Brand; Brand Promise (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-59410-4_1

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DOI: 10.1057/9780230594104_1

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