Part of it is a promote the movie gimmick... the main image is not the cover of the book, but instead the movie poster and it lists the movie release date front and center, BUT it's also a great way to get kids interested in the book itself.
I know that in my personal experience, I only started reading the first book of the Hunger Games trilogy because I wanted to see what all the hype was about. I certainly wasn't expecting to like it and I definitely wasn't expecting to buy it (I had checked my copy out from the library). But by the end of the second chapter, much to my chagrin, I was hooked. Obsessed. I bought all three and read them in about four days. And I know a lot of people who had a similar experience to mine.
The point of that little aside is this... Scholastic made a GENIUS move when they decided to put those two chapters up online. Then, they followed that up by including direct links to seven online retailers — Amazon, Barnes and Noble, Indie Bound, The Scholastic Store, Books a Million, Target, and Walmart — to buy the rest (by which I mean all) of book one.
They've also included a message board where people on Facebook can discuss this situation from the book, "Gale suggests that he and Katniss should escape their district in order to avoid The Hunger Games," and answer the question, "Would you leave town to save your own life, if it meant leaving all of the people you love behind?"
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