Marketing and promotion The launch of
Deathly Hallows was celebrated by an all-night book signing and reading by Rowling at the
Natural History Museum in London. The 1,700 guests in attendance were chosen by ballot. Rowling toured the United States in October 2007, where another event was held at
Carnegie Hall in New York City with tickets allocated by sweepstake.
Scholastic, the American publisher of the
Harry Potter series, launched a multimillion-dollar "There will soon be 7" marketing campaign with a
Knight Bus travelling to 40 libraries across the United States, online fan discussions and competitions, collectible bookmarks, tattoos, and the staged release of seven
Deathly Hallows questions most debated by fans. Rowling arranged with her publishers for a poster bearing the face of the missing British child
Madeleine McCann to be made available to book sellers when
Deathly Hallows was launched on 21 July 2007, and said that she hoped that the posters would be displayed prominently in shops all over the world. After it was announced that the novel would be released on 21 July 2007,
Warner Bros. stated that the film adaptation of
Harry Potter and the Order of the Phoenix would be released on 13 July. In response, fans proclaimed July 2007 as the month of
Harry Potter.
Spoiler embargo Bloomsbury invested
£10 million in an attempt to keep the book's contents secure until 21 July, the release date. Arthur Levine, US editor of the
Harry Potter series, denied distributing any copies of
Deathly Hallows in advance for press review, but two US papers published early reviews anyway. There was speculation that some shops would break the embargo and distribute copies of the book early, as the penalty imposed for previous instalments—that the distributor would not be supplied with any further copies of the series—would no longer be a deterrent.
Online leaks and early delivery In the week before its release, a number of texts purporting to be genuine leaks appeared in various forms. On 16 July, a set of photographs representing all 759 pages of the US edition was leaked and was fully
transcribed prior to the official release date. The photographs later appeared on websites and
peer-to-peer networks, leading
Scholastic to seek a
subpoena in order to identify one source. This represented the most serious security breach in the Harry Potter series' history. Rowling and her lawyer confirmed that there were genuine online leaks. Reviews published in both
The Baltimore Sun and
The New York Times on 18 July 2007, corroborated many of the plot elements from this leak, and about one day prior to release,
The New York Times confirmed that the main circulating leak was real. however, the following day Scholastic announced that it would be launching legal action against DeepDiscount.com and its distributor, Levy Home Entertainment. Scholastic filed for damages in Chicago's Circuit Court of Cook County, claiming that DeepDiscount engaged in a "complete and flagrant violation of the agreements that they knew were part of the carefully constructed release of this eagerly awaited book." Some of the early-release books soon appeared on
eBay, in one case being sold to
Publishers Weekly for US$250 from an initial price of US$18.
Price wars and other controversies Asda, along with several other UK supermarkets, having already taken pre-orders for the book at a heavily discounted price, sparked a price war two days before the book's launch by announcing they would sell it for just £5 a copy. Other retail chains then also offered the book at discounted prices. At these prices the book became a
loss leader. This caused uproar from traditional UK booksellers who argued they had no hope of competing in those conditions. Independent shops protested loudest, but even
Waterstone's, the UK's largest dedicated chain bookstore, could not compete with the supermarket price. Some small bookstores hit back by buying their stock from the supermarkets rather than their wholesalers. Asda attempted to counter this by imposing a limit of two copies per customer to prevent bulk purchases. Philip Wicks, a spokesman for the
UK Booksellers Association, said, "It is a war we can't even participate in. We think it's a crying shame that the supermarkets have decided to treat it as a loss-leader, like a can of baked beans." Michael Norris, an analyst at Simba Information, said: "You are not only lowering the price of the book. At this point, you are lowering the value of reading." In
Malaysia, a similar price war caused controversy regarding sales of the book. Four of the biggest bookstore chains in Malaysia,
MPH Bookstores,
Popular Bookstores, Times and Harris, decided to pull
Harry Potter and the Deathly Hallows off their shelves as a protest against
Tesco and
Carrefour hypermarkets. The retail price of the book in Malaysia was
MYR 109.90, while the hypermarkets
Tesco and
Carrefour sold the book at MYR 69.90. The move by the bookstores was seen as an attempt to pressure the distributor
Penguin Books to remove the books from the hypermarkets. However, as of 24 July 2007, the price war had ended, with the four bookstores involved resuming selling the books in their stores with discount. Penguin Books has also confirmed that Tesco and Carrefour were selling the book at a loss, urging them to practise good business sense and fair trade. The book's early Saturday morning release in Israel was criticised for violating
Shabbat. Trade and Industry Minister
Eli Yishai commented "It is forbidden, according to Jewish values and Jewish culture, that a thing like this should take place at 2 am on Saturday. Let them do it on another day." Yishai indicated that he would issue indictments and fines based on the Hours of Work and Rest Law.
Editions Harry Potter and the Deathly Hallows was released in hardcover on 21 July 2007 and in paperback in the United Kingdom on 10 July 2008 and the United States on 7 July 2009. In
SoHo, New York, there was a release party for the American paperback edition, with many games and activities. An "Adult Edition" with a different cover illustration was released by Bloomsbury on 21 July 2007. To be released simultaneously with the original US hardcover on 21 July with only 100,000 copies was a Scholastic deluxe edition, highlighting a new cover illustration by Mary GrandPré. In October 2010, Bloomsbury released a "Celebratory" paperback edition, which featured a foiled and starred cover. Lastly, on 1 November 2010, a "Signature" edition of the novel was released in paperback by Bloomsbury.
Translations As with previous books in the series,
Harry Potter and the Deathly Hallows has been translated into many languages. The first translation to be released was the
Ukrainian translation, on 25 September 2007 (as
Гаррі Поттер і смертельні реліквії – ''Harry Potter i smertel'ni relikviji
). The Swedish title of the book was revealed by Rowling as Harry Potter and the Relics of Death
(Harry Potter och Dödsrelikerna
), following a pre-release question from the Swedish publisher about the difficulty of translating the two words "Deathly Hallows
" without having read the book. This is also the title used for the French translation (Harry Potter et les reliques de la mort
), the Spanish translation (Harry Potter y las Reliquias de la Muerte
), the Dutch translation (Harry Potter en de Relieken van de Dood
), the Serbian translation (Хари Потер и реликвије смрти
– Hari Poter i relikvije smrti
) and the Brazilian Portuguese translation (Harry Potter e as Relíquias da Morte
). The first Polish translation was released with a new title: Harry Potter i Insygnia Śmierci
– Harry Potter and the Insignia of Death
. The Hindi translation Harry Potter aur Maut ke Tohfe
(), which means "Harry Potter and the Gifts of Death", was released by Manjul Publication in India on 27 June 2008. The Romanian version was released on 1 December 2007 using the title (Harry Potter și Talismanele Morții''). ==Reception==