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Letter to the editor

Secret's safe with Wal-Mart

Pledge preserves the ending to "Harry Potter."

By Mark Albright, Times Staff Writer
Published June 22, 2007

There's plenty of excitement brewing, As the final chapter draws near; But hearing the story's end from others Is what magicals and muggles all fear; So at Wal-Mart and worldwide we've decided, To make a pledge to our customers that's clear, We'll keep silent on what we discover July 21, So you can buy without fear of reveal here.

Wal-Mart has cooked up a spoiler alert to milk sales of the upcoming novel Harry Potter and The Deathly Hallows.

The discount giant kicks off the coming Harry Hype Machine by asking its 1.1-million workers not to reveal the ending - even after the book is out - and is posting forms for fans to "preserve the magic" by going along.

Author J. K. Rowling kicked the marketing off by revealing she kills off two main characters in the series' final book that debuts July 21. She asked fans to keep the surprise ending secret.

Wal-Mart directs fans to a Web site makethepledge.net. It takes browsers to a site where they can order the book ... from Wal-Mart.

The last Potter book sold a record 6.9-million copies in its the first day. This time the first run is 12-million.

Meantime, Hollywood is poised to tout Harry Potter and the Order of the Phoenix, the next in the film series which opens July 11. That means studios must re-inflate interest for the last two Potter films in 2009 and 2010 even though readers presumably will know how it all ends.

Toys "R" Us named the book one of its 24 hot products for the summer. While most Potter- licensed products are collectibles and games, Toys "R" Us stocks wizard treats like Ice Mice, Blood Pops and Bertie Bott's Beans in grass, sardine or vomit.

Mark Albright can be reached at albright@sptimes.com or (727) 893-8252.

[Last modified June 21, 2007, 23:09:15]