Scholastic Inc., publishers of the ubersuccessful 'Harry Potter' franchise by author J.K. Rowling, has announced an unprecedented twelve million copies in the first printing of Book Seven. This breaks the record held by Harry Potter and the Half-Blood Prince, which had a 10.8 million first printing in 2005, selling 6.9 million copies in the first 24 hours.

Scholastic plans to launch a marketing plan called 'THERE WILL SOON BE 7,' which includes: answering long-debated fan questions as asked on Scholastic.com; a Knight Bus tour, in which the bus from the book series tours various cities, letting fans visit and record their thoughts on and feelings about Harry Potter; bookmarks and easelbacks distributed to bookstores and libraries, and millions of tattoos sent for midnight release parties; interactive activities on the official website for fans to help hype the release.