BY ARUN PRADHAN
It might have begun as a story in the mind of JK Rowling, but today Harry Potter is an industry that turns over more than many countries' gross domestic product and has multinational corporations falling over themselves for a cut of the action.
Harry Potter stories are simple and addictive, pretty much reflecting the world as it is. They appeal to our support for the underdog as young Harry Potter discovers his unknown fame, fortune and powers. Key archetypes were thrown into the mix, "the battle of good versus evil", "the snotty, annoying aristocrats" and of course "the modest and lovable orphan hero".
It was a formula, skilfully executed and worked beyond all expectations. Millions of people of all ages became sucked into Potter's world (I admit to being one of them). Seeing if Harry can finally finish off "You Know Who" has been fascinating, but perhaps even more interesting has been seeing how the real world has responded to Pottermania.
AOL-Time Warner, stage right
The Potter books are giving the Bible a run for its money. They have already been translated into 40 languages and have sold 100 million copies.
This attracted many media heavyweights. AOL-Time Warner signed one of the most sought-after licensing deals ever. The Harry Potter and the Philosopher's Stone film franchise alone is predicted to generate around US$10 billion in gross revenue. One of its first acts as owner of "Harry Incorporated" came December last year when Time Warner sent legal warnings to people who had registered web domain names associated with the Potter tales. One of the first was sent to a 13-year-old girl who owned .
Soon after, 15-year-old Christi Chan who had registered was told in a letter that her site was likely to "cause consumer confusion or dilution of intellectual property rights". They were told to hand over their rights to the domain names to AOL-Times Warner.
The sprouting up of web campaigns against AOL-Time Warner, including "the defence against the dark arts", caused a backlash against the corporation's bullying and was reported in the media. Since then, the media giant has backed off on the proviso that the Potter fan web sites maintain only "non commercial activities".
Coke, stage left
A range of other corporate vultures have joined the show. In an industry record deal, Coca-Cola paid US$150 million to run a Potter-associated campaign. The rumour goes that Coke wanted Harry to drink Coke during the movie, reminiscent of James (walking product endorsement) Bond who became notorious for continually flashing his Omega watch, Ericsson phone and BMW during his Pierce Brosnan days.
Rowling refused to agree to this and even pushed for a few more guidelines: Coke had to give US$18 million to literacy campaigns and the company was not allowed to use Harry Potter characters on any of its products. Rowling reputedly walked away from the deal with US$15 million in her pocket, adding to her estimated annual take of US$36 million.
The Coke deal further angered many Potter lovers, not least the US- based Center for Science in the Public Interest. Its stand took the form of the web site. CSPI blame Rowling for allowing her creation to sell damaging "liquid candy" to a new generation.
The Real Dark Arts?
For many Potter fans the movie has prompted mixed feelings. On the whole it sticks closely to the book and brings the characters out of our imagination onto the screen, as only Hollywood can afford to do.
But, as I sit back in my Potter hat and cape, leaning on my Potter Lego train set, washing down a Bertie Bott's Every Flavour Bean with a swig of Coke from my Potter limited edition movie cup, I can't help but wonder.
Is it true that our real life corporations have succeeded where even Lord Voldemort failed? Has Harry Potter really been taken over by the Dark Arts? But then I come to my senses, get back into my Hogwart's family tent and get ready for another Electronic Quiddich game.
From Â鶹´«Ã½ Weekly, December 5, 2001.
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