Adapting books into movies or TV shows is not a new practice, and neither is the subsequent increase in book sales following these adaptations. However, Canadian bookstores are observing a surge in sales for book-to-screen adaptations like never before.
Kobo, an online retailer specializing in e-books and audiobooks, has seen significant rises in sales for books recently adapted for screen productions.
For instance, the hockey romance novel Heated Rivalry by Nova Scotia’s Rachel Reid, which inspired the popular Crave TV series of the same name, and the classic gothic novel Wuthering Heights by Emily Bronte, set to hit theaters with Margot Robbie and Jacob Elordi on Feb. 13, have both experienced notable sales boosts.
Another example is the romance novel People We Meet on Vacation by Emily Henry, now a Netflix movie starring Emily Bader and Tom Blythe, along with the period romance An Offer From a Gentleman by Julia Quinn, the inspiration behind the recent season of Netflix’s Bridgerton series.
Fandoms Fueling Sales and Community
Deandra Lalonde, Kobo’s Content Sales Lead of North America, highlighted the impact of social media fandoms on these adaptations. She pointed out the influence of viral press tour moments, BookTok and Bookstagram posts, as well as the emergence of spinoff podcasts, group chats, and subreddits dedicated to these franchises.
This phenomenon is particularly evident with Heated Rivalry.
When the Heated Rivalry TV show premiered in Canada on Nov. 28 last year, the e-book sales surged by 265% in the initial two days and nearly 500% by Dec. 7, as per Lalonde. Additionally, Indigo reported a remarkable 5,805% sales increase for Reid’s book series following the TV adaptation.
Moreover, Heated Rivalry has consistently secured the top spot on CBC’s bestseller list since Jan. 13.
Notably, Lalonde highlighted the substantial increase in sales for Wuthering Heights ahead of its movie release, emphasizing a nearly 600% rise since the beginning of the year.
The upcoming Wuthering Heights adaptation directed by Emerald Fennell has stirred controversy over the casting of Jacob Elordi as Heathcliff and the alleged showmance between the main co-stars.
Attracting New Readers
Book-to-screen adaptations, particularly Heated Rivalry, have also been instrumental in drawing new readers to bookstores, noted Vancouver bookseller Mary-Ann Yazedjian of Black Bond Books.
Lionel Zahrai, a new reader, shared his experience of delving into the novel version of Heated Rivalry post-watching the show and the enhanced character development he found in the book.
Interestingly, Zahrai’s newfound interest has led him to explore more books in Reid’s Game Changer series.
Furthermore, the anticipation around titles like Suzanne Collins’ Sunrise on the Reaping, Andy Weir’s Project Hail Mary starring Ryan Gosling, and Marissa Stapley’s Lucky starring Anya Taylor-Joy is expected to generate significant book sales following their upcoming screen adaptations.
One to watch out for is Carley Fortune’s Every Summer After, soon to be an Amazon Prime show titled Every Year After, which Lalonde believes will captivate readers, especially in Canada.
Only time will reveal the accuracy of these predictions. The perennial question remains: to read the book first or wait for the adaptation?