NEW YORK (AP) - The ad shows a tattooed biker, scowling and shaggy-haired, against a harsh backdrop of blue and black.
"Flying cars. Fire Whiskey. Death Eaters," reads the caption above the picture.
At the bottom, next to the catch phrase "We all have our reasons. What's yours?" comes the real pitch:
"There's some pretty tough stuff in Harry Potter - bad guys so bad they're called Death Eaters. That's one of the wicked reasons even bikers think Harry Potter is cool enough to ride with them."
Having already conquered the children's market, Scholastic, Inc., the U.S. publisher of J.K. Rowling's multimillion-selling series, is targeting adults, ages 18 to 35.