Pictures from: 'Expecto Paperback-um' spell cast by Scholastic

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Scholastic, the U.S. publisher of JK Rowling's "Harry Potter" books, unveiled a $1 million marketing blitz to usher in the paperback version of "Harry Potter and the Order of the Phoenix" on August 10. We've got a sneak peek of one of the new ads featuring the "Expecto Paperback-um" message.

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