Transforming books into movies or TV series is a common practice that often results in increased book sales. However, Canadian bookstores are observing a surge in sales for book-to-screen adaptations unlike anything seen before. Kobo, a leading online retailer for e-books and audiobooks, has reported significant sales growth for books recently adapted for the screen.
One notable example is the hockey romance novel Heated Rivalry by Nova Scotia author Rachel Reid, which inspired the successful Crave television series of the same name. Additionally, the iconic gothic novel Wuthering Heights by Emily Bronte, set to release as a movie featuring Margot Robbie and Jacob Elordi, has also seen a spike in sales.
Other instances include the romance novel People We Meet on Vacation by Emily Henry, which was adapted into a Netflix movie, and the period romance An Offer From a Gentleman by Julia Quinn, the inspiration behind a recent season of Netflix’s Bridgerton series.
Impact of Fandoms on Sales and Community
Deandra Lalonde, Kobo’s Content Sales Lead of North America, highlighted the influence of social media fandoms on book-to-screen adaptations. She emphasized the role of viral press moments, BookTok, Bookstagrammers, and the emergence of related podcasts, group chats, and subreddits in building a dedicated community around these adaptations.
The popularity of Heated Rivalry particularly stands out. Lalonde mentioned the unexpected explosion of interest following the Crave adaptation, attributing it to the widespread presence of super cuts on platforms like TikTok and Instagram.
After the premiere of the Heated Rivalry series in Canada, e-book sales surged by 265% within the first two days and almost 500% by Dec. 7. Print sales at Indigo reported a staggering 5,805% increase since the TV adaptation aired, with the book consistently topping CBC’s bestseller list.
Notably, sales for Wuthering Heights have also soared by nearly 600% in anticipation of the upcoming movie adaptation, directed by Emerald Fennell.
Expanding Readership
Book-to-screen adaptations like Heated Rivalry are drawing new readers into stores, according to Vancouver bookseller Mary-Ann Yazedjian. Readers like Lionel Zahrai are discovering the joy of delving into the original text after watching the adaptations, leading to increased interest in related book series.
Yazedjian noted that adaptations such as Hamnet by Maggie O’Farrell are also attracting attention, driving both new and existing readers to explore the books.
Anticipating Future Success
Oneida Crawford, VP of scripted development at Muse Entertainment, emphasized the potential of book-to-screen adaptations to broaden the audience for a story. Looking ahead, titles like Suzanne Collins’ Sunrise on the Reaping, Andy Weir’s Project Hail Mary, and Marissa Stapley’s Lucky are expected to generate significant interest upon their screen adaptations.
Another highly anticipated adaptation is Carley Fortune’s Every Summer After, set to become an Amazon Prime show. Lalonde predicts that the Canadian essence of Every Summer After will resonate with audiences, akin to the success of Heated Rivalry.
As the trend of book-to-screen adaptations continues to captivate audiences, the decision to read the book first or wait for the adaptation remains a timeless dilemma.
