Queues for the latest instalment of Harry Potter began forming outside bookshops around the country early yesterday afternoon and by the witching hour excitement had reached fever pitch.
Like Harry on his broomstick, the book is expected to fly off the shelves.
Around 15 bookstores throughout the country made plans to open to the eager hordes of muggles (Potterspeak for non-magical folk) at midnight, unleashing the first copies of JK Rowling's fifth adventure Harry Potter and the Order of the Phoenix. In the new book, the most famous wizard in the world gets angry and one character is killed, but the fans who gathered for the occasion were all smiles last night.
Crowds outside bookshops on Patrick Street, Cork were bigger than those who turned up to see former Ireland International soccer star Roy Keane last year, one bookseller confirmed.
In Dublin, a giant Phoenix was projected onto the side of Eason's bookstore to mark the book's publication.
Magicians flounced down Grafton Street while much-loved Potter characters such as Dumbledore, Ron and Hermione rubbed shoulders with bemused revellers.
Waterstone's bookstore on Dawson Street was one of several Dublin stores to hold a Harry Potter party in advance of the publisher's embargo.
The inspired marketing ploy dictated that the 250,000 copies of the book delivered to shops around Ireland could not be sold until one minute past midnight.
Emily Richardson, children's book buyer of the Dawson Street store, said there was great excitement among staff.
"We are doing everything we can to make this an extra special event for our small customers and our bigger ones," she said.
That included live snowy owls like the ones featured in the Potter books, and snacks such as Harry's favourite all-flavour beans."
Around the country, staff at bookstores dressed up as favourite characters and entertained the crowds.
Cornelia McGrath of Eason's bookstore in Patrick Street, Cork, said the atmosphere was "totally crazy".
"This is a truly international event - people all over the world are getting involved. That excitement has been passed on to staff who are running around in capes and Hogwart's school uniforms," she said.
Early sales of the book at Crannóg Bookshop at Church Street, Cavan, had already surpassed those for Roy Keane's autobiography by 5 p.m last night.
"People are calling up to order or panicking in case we might have forgotten them," said John McEvoy of Crannóg.
Cavan's youth drama group will do readings from the new book all over the town this morning while an Anglia car, like the one owned by the Weasley family in the Harry Potter books, has been flown in especially for the day. Most bookshops around the country have also planned special Potter themed events.
Mr McEvoy said that by last night Harry Potter and the Order of the Phoenix had slipped into second place in their list of all-time best sellers, being narrowly beaten only by the Glenstal Book of Prayer.
"But my guess is that, by Saturday afternoon, Harry will have beaten the record," he said.
Eileen Battersby's review of Harry Potter and the Order of the Phoenix appears in next Monday's Irish Times.
