Scholastic Puts $4 Million into Harry Potter Release

Scholastic is about to cast another spell in advance of the summer release of the fifth book in the Harry Potter series, with midnight parties, partnerships, giveaways and other promotions totaling $3 to $4 million.

Scholastic has distributed promotional materials to retailers including mini-bumper stickers, window clings and easelbacks. More than 15,000 event kits have been sent to booksellers to help plan midnight events.

An electronic billboard in Times Square will display the on-sale date of Harry Potter and the Order of the Phoenix at 12:01 a.m. on June 21.

New York City-based Scholastic has partnered with four Major League Baseball teams to sponsor Harry Potter and the Order of the Phoenix days following certain games. Some 75,000 bookmarks will be given away to fans.

Earlier this month, the campaign kicked off with an essay contest that asks participants to write 300 words answering the question, "If you could have one special power taught at Hogwarts, what would it be and why?" Ten winners win a all-expense-paid trip for two to London to hear author J.K. Rowling read from the new book and answer questions. All promotions are handled in-house.