Word: potterized
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...studio execs say. "A lot of us are looking at our release schedules and making a conscious decision to slow it down," says one executive whose studio is currently seeking financing. As evidence, he points to how many companies shuffled their lineups when Warner Bros. moved the next Harry Potter movie from November to summer 2009. "When you take a gigantic vacuum out of the marketplace, everyone gets to breathe a little...
...Bones? Scholastic's strategy seems to be predicated on the idea that kids don't actually like to read at all, that they have to be bribed to do it with trading cards and video games and cash. Undoubtedly there are many lessons publishers can learn from Harry Potter. But that isn't one of them...
...engineered is the word. The 39 Clues is, like some lab-grown genetically engineered life-form, a series without a real author. J.K. Rowling conceived Harry Potter on a crowded, four-hour-delayed train trip between Manchester and London. The 39 Clues was born about three years ago in a corporate boardroom. Levithan runs a weekly "idea group" at Scholastic - "basically, about a dozen editors get together every week, and we just brainstorm ideas," he explains. Amy and Dan were one of those brainstorms. (Originally the series was called The 79 Clues before Levithan and co. decided to scale...
...rotating writers, Scholastic can put out 39 Clues novels at Gatling-gun speeds: there will be a total of 10, a new one appearing every three or four months. Another advantage is that it allows Scholastic to retain ownership and control of the intellectual property they're selling. Harry Potter quickly made J.K. Rowling one of the richest women in the world. But Amy and Dan are company property. In the post-Potter world, publishers realize there's too much money at stake to risk letting a mere author get his or her ink-stained hands...
...simply the book, that's all these other elements as well, that get the reader involved in a number of different ways - that really get kids where they live? What are they interested in, and how can we get them hooked into this series?" After all, Harry Potter evolved most of these accoutrements over the lifetime of the series. So for The 39 Clues, why not build them right in, right from the start...