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Perhaps only a small boy trained to be a wizard at the Hogwarts School of Magic could cast

a spell so powerful as to create the biggest book launch ever. Wherever in the World the clock strikes midnight on June 20th, his followers will flock to get their paws on one of more than 10m copies of "Harry Potter and the Order of the Phoenix". Bookshops will open in the middle of the night and delivery firms are drafting in extra staff and bigger trucks. Related toys, games, DVDs and other merchandise will be everywhere. There will be no escaping Potter mania.

Yet Mr. Potter's world is a curious one, in which things are often not what they appear. While an excitable media (hereby including The Economist, happy to support such a fine example of globalization) is helping to hype the launch of J.K. Rowling's fifth novel, about the most adventurous thing that the publishers have organized is a reading by Ms. Rowling in London's Royal Albert Hall, to be broadcast as a live web cast.

Hollywood, which owns everything else to do with Harry Potter, says it is doing even less. Incredible as it may seem, the guardians of the brand say that, to protect the Potter franchise, they are trying to maintain a low profile. Well, relatively low.

Ms. Rowling signed a contract in 1998 with Warner Brothers, part of AOL Time Warner, giving the studio exclusive film, licensing and merchandising rights in return for what now appears to have been a steal: some $500,000. Warner licenses other firms to produce goods using Harry Potter characters or images, from which Ms. Rowling gets a big enough cut that she is now wealthier than the queen—if you believe Britain's Sunday Times rich list. The process is self-generating: each book sets the stage for a film, which boosts book sales, which lifts sales of Potter products.

Globally, the first four Harry Potter books have sold some 200m copies in 55 languages; the two movies have grossed over $1.8 billion at the box office.

This is a stunning success by any measure, especially as Ms Rowling has long demanded that Harry Potter should not be over-commercialized. In line with her wishes, Warner says it is being extraordinarily careful, at least by Hollywood standards, about what it licenses and to whom. It imposed tough conditions on Coca-Cola,. insisting that no Harry Potter images should appear on cans, and is now in the process of making its licensing programmed even more restrictive. Coke may soon be considered too mass market to carry the brand at all.

The deal with Warner ties much of the merchandising to the films alone. There are no officially sanctioned products relating to "Order of the Phoenix"; nor yet for "Harry Potter and the Prisoner of Azkaban", the film of the third book, which is due out in June 2004. Warner agrees that Ms. Rowling's creation is a different sort of commercial property, one with long-term potential that could be damaged by a typical Hollywood marketing blitz, says Diane Nelson, the studio's global brand manager for Harry Potter. It is vital, she adds, that with more to come, readers of the books are not alienated. "The evidence from our market research is that enthusiasm for the property by fans is not warning".

When the author says "there will be no escaping Potter mania", he implies that _____.

A．Harry Potter's appeal for the readers is simply irresistible.

B．it is somewhat irrational to be so crazy about the magic boy.

C．craze about Harry Potter will not be over in the near future.

D．Hogwarts school of magic will be the biggest attraction world over.

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更多“Perhaps only a small boy train…”相关的问题
第1题
In recent years many countries of the world have been faced with the problem of how t
o make their workers more productive. Some experts claim the answer is to make jobs more varied (多种多样的). But do more varied jobs lead to greater productivity？ The evidence shows that while variety certainly makes the worker's life more enjoyable, it does not actually make him work harder. As far as increasing productivity is concerned, then, variety is not an important factor..

(80) Other experts feel that giving the worker freedom to do his job in his own way is important. There is no doubt that this is true. The problem is that this kind of freedom cannot easily be given in the modem factory with its complicated machinery which must be used in a fixed way. Thus, although freedom of choice may be important, usually very little can be done to create it.

Another important consideration is how much a worker contributes to the product he is making. In most factories the worker sees only one small part of the product. Some car factories are now experimenting with having many small production lines rather than a large one, so that each worker contributes more to the production of the cars on his line. It would seem that not only is degree of the worker's contribution an important factor, therefore, it is also one we can do something about. To what extent does more money lead to greater productivity？ The workers themselves certainly think this is important. But perhaps they want more money only because the work they do is so boring. Money just lets them enjoy their spare time more. A similar argument may explain demands for shorter working hours. Perhaps if we make their jobs more interesting, they will want neither more money nor shorter working hours.

Varied jobs, in writer's opinion, will ______.

A．offer greater productivity

B．drive workers to work harder

C．make workers more productive

D．make worker's life more enjoyable, but do not make them more hardworking

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第2题
England is not a big country: from north to south and from east to west it is only about t
hree hundred miles across. But for a small country it has a surprising range of climate. People who have never visited England or who have visited only one part of it often makes the mistake of thinking that it is a cold and wet country. Except for the summer months of June to September, this is probably true of the north of England and the Midlands. In the south, however, the climate is much more pleasant. One result is that when people retire from the job in the north, they often prefer to move down to the south.

Perhaps the warmest part of the country is the southwest, which consists of (is made up of) the counties of Devon and Cornwall, where palm trees, bamboo and many semitropical plants grow well. Flowers and vegetables ripen as much as a month earlier than those elsewhere. Farmers in the areas gain a higher price for their vegetables and flowers because they are ready earlier. In winter there may be several feet of snow in other parts of England but there will probably be no snow at all in the southwest. This may be one of the reasons why the southwest is one of England's most popular holiday areas.

The distance from the center of England to south coast is about ______.

A．one hundred miles

B．three hundred miles

C．one hundred and fifty miles

D．six hundred miles

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第3题
Elephants are perhaps the only animals that are hunted for their teeth. Elephant's tusks,
or very large teeth growing on either side of their mouths, are composed of a valuable material called ivory(象牙).

(77) An elephant uses its long, pointed tusks as tools for digging in the ground for food. He also uses them as weapons in combat.

The tusks of male elephants are usually large and heavy. In Africa, female elephants have long, light tusks. In India and other parts of southern Asia, female elephants have small, short tusks or none at all.

(78) Tusks in good .condition are in great demand, and may sell for as high as two thousand dollars or more. Because of this, large numbers of elephants have been killed. Some countries have initiated (开始) methods of trying to protect elephants. They have established elephant preserves, or areas of land set aside for herds of elephants where no one is allowed to harm them. Elephants on the preserves are safe from ivory hunters.

Female elephants in India and southern Asia have ______

A．large and heavy tusks

B．small and short tusks or not any teeth at all

C．small and short tusks

D．long and light tusks

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第4题
England is not a big country: from north to south and from east to west it is only about t
hree hundred miles across. (76) But for a small country it has a surprising range of climate. People who have never visited England, or who have visited only one part of it, often make the mistake of thinking that it is a cold and wet country. Except for the summer months of June to September, this is probably true of the north of England and the Midlands. In the south, however, the climate is much more pleasant. One result is that when people retire from a job in the north they often prefer to move down to the milder south.

Perhaps the warmest part of the country is the southwest, which consists of the counties of Devon and Cornwall. The warm Gulf Stream flows across the North Atlantic Ocean from the Gulf of Mexico and makes the coastal regions of the southwest quite warm. Palm trees, bamboo (竹) and many semi-tropical (亚热带的) plants grow well in the southwest of England．Flowers and vegetables ripen(成熟) as much as a month earlier than those elsewhere. Farmers in the area obtain a higher price for their vegetables and flowers because they are ready earlier. (77) In winter there may be several feet of snow in other parts of England but there will probably be no snow at all in the southwest. This may be one of the reasons why the southwest is one of England's most popular holiday areas.

The distance from the center of England to the south coast is about ________.

A．one hundred miles

B．three hundred miles

C．one hundred and fifty miles

D．six hundred miles

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第5题
填空：The typical pre-industrial family not only had a good many children

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A)transplant

B)solution

C)gadually

D)transport

E)elemental

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G)continually

H)mobile

I)couples

J)agricultural

k)including

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第6题
Perhaps we should climb out of the window and jump down？ It's only two floors.（)We

Perhaps we should climb out of the window and jump down？ It's only two floors.

()We'd better wait for the rescue.

A. That's a good idea.

B. No, we can't do that.

C. I think we will kill ourselves.

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第7题

The idea of a fish being able to generate electricity strong enough to light lamp bulbs--or even to run a small electric motor--is almost unbelievable, but several kinds of fish are able to do this. Even more strangely, this curious power has been acquired in different ways by fish belonging to very different families.

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Another famous example is the electric eel. This fish gives an even more powerful shock. The system is different from that of the torpedo in that the electric plates run longitudinally(纵向) and are supplied with nerves from the spinal(脊骨) cord. Consequently, the current passes along the fish from head to tail. The electric organs of these fish are really altered muscles and like all muscles are apt (likely) to tire, so they are not able to produce electricity for very long.

The power of producing electricity may serve these fish both for defence and attack.

It can be seen from the passage that（）.

A.the capacity to generate electricity is the distinctive characteristic of the fish

B.the current travels in an upward direction from the positive side to negative side in torpedo's electric cells

C.some fish can produce enough electricity to drive a number of electric motors

D.the torpedo' s electric cells have a shape with six sides

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第8题
Writing is perhaps not only the skill in which they are least proficient, but also th
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参考答案：错误

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第9题
The workers' demands are______; they are asking for only a small increase in their wages.A

The workers' demands are______; they are asking for only a small increase in their wages.

A．particular

B．moderate

C．intermediate

D．numerous

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第10题
—Perhaps we should climb out of the window and jump down? It' s only two floors.

—_________________We' d better wait for the rescue.

A.That' a good idea.

B.No, we can' t do that.

C.I think we will kill ourselves.

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第11题
Her grades have improved, but only ______.A．in a small amountB．very slightlyC．minimumD．som

Her grades have improved, but only ______.

A．in a small amount

B．very slightly

C．minimum

D．some

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