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As networks brainstorm dizzying high-tech ways to promote shows online and via social networks, ABC is adopting a decidedly retro medium to excite viewers for the upcoming second season of “Castle”: a book.
Because the show’s protagonist, Richard Castle, is a best-selling author of mysteries, what more appropriate tie-in than to publish an actual mystery novel written by the character?
Starting Aug. 10, the first chapter of a novel titled “Heat Wave,” credited to Richard Castle, will debut on ABC.com as a round of on-air repeats lead up to the Season 2 premiere in late September.
The network will post the first half of the book, a chapter a week, for 10 weeks. The full novel will be published Sept. 29 by Disney sister company Hyperion. The story apparently is a stand-alone mystery with cross-over elements to the on-screen story.
The network teamed with Hyperion for 2006’s “Lost” tie-in “Bad Twin” and “The Diary of Ellen Rimbauer,” which tied in to the ABC miniseries “Rose Red.” Both sold quite well. The real author of “Heat Wave” is not being unveiled.
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