"We obviously know that, at this stage, Harry Potter is a modern classic," said Kyle Good, VP of corporate communications for Scholastic. "The 10th anniversary is a great time to celebrate the fans who have been fans through the years and the new readers who are going to be coming to the series for the first time."
Scholastic hopes the event, which will take place at the publisher's headquarters in New York, will be included in local event listings, such as Time Out New York. The media is also invited to participate in the event and interview those fans who will come out to celebrate, Good said, and the in-house PR team is promoting how the anniversary is a great opportunity for a retrospective look at the past ten years of Harry.
"Harry Potter Cover to Cover Day" was announced on August 20, several days after Warner Bros. delayed the release of the upcoming movie, Harry Potter and the Half-Blood Prince. Good called the timing "serendipitous" for the PR campaign.
"All of these fans who were dismayed at the delay of the movie, were suddenly online, blogging, e-mailing, and messaging each other saying, 'There is something new! Scholastic is having a celebration. I'm going to be there,'" she said. She explained that fan sites like The-Leaky-Cauldron.org were abuzz with the news, and that the campaign will use social networks and the Scholastic and Harry Potter Web sites to spread the word about the event.
September 23 is also the debut of a special collectors' edition of Harry Potter and the Sorcerer's Stone, with new cover art by Mary GrandPré and new material from Rowling.