It is a launch more reminiscent of a Harry Potter book than a long, difficult novel by a Japanese author, but in the United States bookshops are planning to stay open until midnight to cope with the demand for the translation of Haruki Murakami's 1000-page trilogy, 1Q84.
There is a video trailer on YouTube and Spotify song lists of music associated with the jazz-loving author.
Others have put up their own sections of translation on the internet for fans, unwilling to wait the two years it has taken since the book was published in Japan, selling an extraordinary 1 million copies in two months.
Literary blogs have pored over revelations about plot and character and over themes Murakami has visited before - from love to messianic cults to cats and music, to his use of surreal devices.
Murakami's English-language publishers, Knopf in the US and Harvill Secker in the UK, as well as booksellers, are anticipating an equally extraordinary level of interest when 1Q84, a play on George Orwell's Nineteen Eighty-Four, is published next month.