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Full Description
The Harry Potter franchise is not confined to just the page or the screen, but has been and continues to be reimagined and reconfigured through a number of extratextual products, texts, and experiences which surround and rework the Harry Potter texts. This book centres around the 2010s, or the 'post-Potter era', a period of unprecedented growth and reinvention for the franchise. Many of the franchising developments produced during this time operated according to distinct strategies: to consolidate the legacy of the Harry Potter series, or to extend the fictional universe into new settings, media and cultural forms. This book explores six such developments - J.K. Rowling's authorship, the website Pottermore, the 'Wizarding World of Harry Potter' theme parks, the Warner Bros. Studio Tour in Watford, the Fantastic Beasts films, and the stageplay Harry Potter and the Cursed Child to shine a spotlight on a franchise in flux.
Contents
Preface
Acknowledgements
Notes on the Text
Introduction: Beyond the Page and Screen
1. J.K. Rowling - From Author to Authority
2. Pottermore - Brand Management, Digital Publishing and Transmedia Storytelling
3. Rethinking Theme Parks: 'The Wizarding World of Harry Potter', or Fantasy Absolutely Reproduced
4. Negotiating Authenticity, Heritage and Prestige in the 'Warner Bros. Studio Tour, London: The Making of Harry Potter'
5. Fantastic Beasts - A Corporate Beast?
6. "I am the new past ... I am the new future": Staging sequels, and Harry Potter and the Cursed Child
Conclusion: From 'Harry Potter' to 'Wizarding World'
Bibliography
