“哈利波特”品牌未来何去何从?

The tag line for this, the final of the eight Harry Potter films, “It all ends here”. That may be the case after seven novels, but Harry will live on in the form of a new website coming soon, Pottermore.com.

Back in 1998, I knew I was generating a lot more material than would ever appear in the books. Just it was simply ridiculous to anyone. To me, at the time, I thought who will ever want to know the significance of these different wand woods? This was all in my head.

Now, author JK Rowling has joined up with Sony to create a home for the background Potter material, Potter discussions and games. Potter fans, once signed up, will answer questions which will place them in one of the four Hogwarts houses and there will be room for users to have their own Potter web pages. Though everything will be free, Rowling says, it's her way of giving back to fans.

“You don't have to pay to get the extra material, you don't have to buy a single thing to go on to Pottermore and have the whole experience you've just seen. And that was really important to me.”

Though the site will be the only place to buy potter ebooks. Rowling has kept the digital rights to her material. She never before allowed the ebooks, though these ebooks will not be tied to a certain kind of electronic reader.

“People are asking for these ebooks and their audio books. There is a big demand for them. I think what's incredible is that this digital experience that's been created, you know, really allows you to accompany the reading in a really sort of interactive and innovative way.”

And of course, there is the official Potter theme park in Orlando, Florida. And from spring next year, as the Harry Potter Experience tour at Leavesden studios outside London, where Potter was shot. It's being built now by cnn’s sister company Warner Brothers. And then there are all of those unofficial tours in London. Clearly......Pottermania will not disappear amongst the Deathly Hallows.

Jim Boulden, cnn, London.