I took this picture on Friday night on Times Square. It was just before i bumped into a number a various types (and ages) of Harry Potters and other witch-looking crowd (not counting a rather fat spiderman). At the moment it seemed cute and amusing. Until the next morning, when it became claustrophobic.

Walking around the New York City on Saturday, July 21st, you could not escape the thick, orange books. People carried them around, they read them in the subway, on benches of the Central Park, took them in when they went to visit Metropolitan, etc. You could see kids with the book and you could see adults. You could see people sitting, walking, laying, and still reading the book. Literally every second book you saw in public spaces was the new Harry Potter. Today the Harrypotteria continued when there was a girl on the bus to DC reading HarryPotter, and on the way to the metro another copy of the book was spotted.

And i keep asking myself why and how the book became so popular? What is the genius of this creation that is not presents in (much less appreciated today) classics? Or is it pure marketing? Very good marketing…?