Waterstones will be selling a limited run of special edition hardbacks of David Lagercrantz’s Millennium continuation novel The Girl in the Spider’s Web (MacLehose Press), featuring extra material.
But the book is under such a strict embargo that publisher Quercus could not give details about the extra material, or share the look of the special edition.
Independent London bookshop Goldsboro Books will also have an exclusive signed edition, signed by Lagercrantz.
As part of the marketing for the book there will be a “substantial” outdoor advertising campaign on publication, and Quercus will also run its biggest ever online advertising campaign, designed by agency Crush Creative.
The Girl in the Spider’s Web, released on Thursday 27th August and translated into English by George Goulding, is the fourth novel in the Millennium series by the late Stieg Larsson, and the first one written by someone other than Larsson.
As part of the publicity campaign for the book, the Mail on Sunday will this weekend (23rd August) feature an “explosive” extract from The Girl in the Spider’s Web.
A major interview with Lagercrantz will run in the Observer on 30th August, and Lagercrantz will visit the UK on 3rd September for three days of interviews and events, including ticketed evening events at Waterstones Manchester Deansgate and Foyles in Charing Cross Road, London.
The book will be reviewed on media including BBC Radio 4’s “Front Row”.
Quercus said all major retailers have shown “excellent” support for the book, and more than 500 specially designed dumpbins (pictured) will be sent out to UK and Irish retailers.
Although the publisher would not give a figure, publicity director Hannah Robinson said Quercus was “very pleased with the way pre-orders are building as we get nearer to publication”. The title is currently ranked at number three in Amazon.co.uk's "Hot New Releases" chart.
Quercus said it had confirmed promotions with all physical and online retailers. Sales director David Murphy said: “It has been a wonderful reaction from the trade to the new book, we couldn’t have asked for more.”
Larsson's books have sold a total of 6,094,881 copies through Nielsen BookScan to date.