From Publishers Weekly:
For the first three weeks of the new year, the enhanced edition of Chris Kyle’s memoir, American Sniper, led Apple’s iBooks bestseller list, consistently landing several spots above the title’s standard e-book. Its hot streak was a rare victory for enhanced e-books (especially over their unenhanced counterparts). On the whole, sales of enhanced e-books have fallen short of expectations since publishers began investing in the format, which incorporates video and other interactive features, roughly five years ago.
Is American Sniper’s place at the top of Apple’s chart a one-off occurrence, owing to the popularity of the film adaptation (which raked in six Oscar nominations), or is it a harbinger of good things to come for enhanced e-books—pointing to a new trend, enhancing titles with TV and film adaptations, that may help publishers sell what has been a historically difficult format to market?
The enhanced e-book for American Sniper was released simultaneously with the hardcover in 2012, well before the film premiered on Jan. 16, 2015, and the supplemental material is not directly related to the movie. It contains 12 original interviews with Kyle interspersed between chapters, in which the NAVY Seal (who died in 2013) touches on the book’s themes—and it also includes a video with his wife, Taya Kyle.
“Instantly after publication [in 2012], American Sniperbecame a huge bestseller and the enhanced e-book sales were part of that frenzy, becoming the bestselling enhanced e-book of the time,” said Sharyn Rosenblum, v-p, senior director of media relations at HarperCollins. “With the explosion of book sales now that the movie is out and has become a blockbuster, it makes perfect sense that the e-book would be equally in demand again.” And it is—according to HarperCollins CEO Brian Murray, the enhanced e-book has now sold more than 166,000 copies.
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According to deGuzman, the enhanced movie tie-ins are a win for everyone involved. “The more marketing and exposure, the better the chances of success for the adaptations,” she said. “The bigger the success of these adaptations, the more likely we are to sell more copies of the underlying book. That’s a recipe for happiness for all parties—authors, agents, publishers, studios.”
Grand Central does rely, per deGuzman, on the movie studio’s recognition that movie tie-in editions serve as crucial marketing tools for the movie. “I cannot stress enough how appreciative we are that the movie studios spend time and effort and resources to provide us with [additional material],” noted deGuzman. The enhanced editions of Sparks’s novels include content from the studios, such as interviews with the actors in each film and behind-the-scenes footage.
Link to the rest at Publishers Weekly
Nate Hoffelder at Ink, Bits & Pixels points out that the price of the enhanced ebook of American Sniper is less than $6.00. When PG wrote this post it was $5.86 on Amazon.
It’s amazing how many ebooks you can sell when you stop setting your prices to prop up print sales.