‘Narnia’ to get makeover

Written by Staff

Monday, 16 August 2010 04:13 PM America/New_York

HarperCollins bringing out books in advance of ‘The Voyage of The Dawn Treader’ movie

“The Chronicles of Narnia” series is to get new titles and new editions to mark the release of the third movie adaption, out later this year.

HarperCollins is bringing out the books—through Zondervan at Christian retail—in advance of the Dec. 10 premiere of The Chronicles of Narnia: The Voyage of The Dawn Treader from Walden Media and 20th Century Fox.

Voyage of the Dawn Treader will be updated with movie covers in multiple editions, including adult softcover, rack-sized paperback, digest-sized paperback and the seven-book boxed set.

New products will include two “I Can Read” books for children aged 4 to 8, The Voyage of the Dawn Treader: Quest for the Lost Lords and The Voyage of the Dawn Treader: Aboard the Dawn Treader. The Voyage of the Dawn Treader will also be available in new editions, including a “read-aloud” edition and a book and audiobook CD package.

In celebration of the 60th anniversary of the publication of The Lion, The Witch, and The Wardrobe, the first in C.S. Lewis’ famed fantasy series, Zondervan is publishing a deluxe edition of the complete “Chronicles of Narnia,” packaged in a slipcase and retailing for $100.

Zondervan spokesperson Tara Powers said that the company would be working closely with CBA accounts to draw attention to both the movie and the books. “We have developed a custom merchandise kit with movie images that will include in-store signage for all kinds of fixtures,” she told Christian Retailing. “We will also be distributing bookmarks and movie posters for our accounts to share with consumers. We will be coordinating a book giveaway at screenings to further underscore our message of reading this literary classic before seeing the movie.”

Additional promotional efforts include a “Read It Before You See It” print and radio media campaign. that will be coordinated with 20th Century Fox. Zonderkidz will target Christian youth with direct-mail campaigns to youth workers.

Anticipating the latest “Narnia” movie, Powers said: “We believe there is always a market for a truly great adventure story—be it in print, on screen or both. The ‘Narnia’ series continues to excite readers more than 60 years after they were first written and will continue to for generations to come.”