J.K. Rowling Announces Pottermore

Today, at around 4 AM PDT, Harry Potter author J.K. Rowling, unveiled the latest addition to the massively successful series: a website called "Pottermore," which'll feature, among other things, Harry Potter eBooks and thousands of words of new content describing the characters and world of Harry Potter.The site is launching to private beta testers on […]

Today, at around 4 AM PDT, Harry Potter author J.K. Rowling, unveiled the latest addition to the massively successful series: a website called "Pottermore," which'll feature, among other things, Harry Potter eBooks and thousands of words of new content describing the characters and world of Harry Potter.

The site is launching to private beta testers on July 31 (which coincides with Potter's birthday in the books), and will be broadly available in October, like Rowling's official site, Pottermore appears to mix a combination of hand-drawn illustrations and occasional animation, as opposed to a flashy interface.

But while the site now features a handful of screenshots, Rowling and the accompanying press material were still pretty vague about what exactly Pottermore is.

Fan sites like Mugglenet and The Leaky Cauldron have given aficionados a place to get daily news updates and interact on forums. But HarryPotter.com just redirects to a Warner Brothers site about the upcoming Deathly Hallows Part II film.

Here's how the site is being described in the press release:

For this groundbreaking collaborative project, J.K. Rowling has written extensive new material about the characters, places and objects in the much-loved stories, which will inform, inspire and entertain readers as they journey through the storylines of the books. Pottermore will later incorporate an online shop where people can purchase exclusively the long-awaited Harry Potter eBooks, in partnership with J.K. Rowling's publishers worldwide, and is ultimately intended to become an online reading experience, extending the relevance of Harry Potter to new generations of readers, while still appealing to existing fans. As the Pottermore Shop develops, it's intended that it should include further products designed specifically for Harry Potter fans, offering a potential outlet for Sony products and services related to Pottermore.

J.K. Rowling Announces Pottermore: