Which literary product launch strategy first popularized the 'midnight release party' phenomenon that became a cultural touchstone for book retail?

The book publishing industry has seen numerous revolutionary product launches that transformed how we consume literature. From innovative release strategies to groundbreaking formats, publishers have continually evolved their approach to bringing books to market. This trivia question explores one of the most significant product launch innovations in recent literary history that changed author-reader dynamics and set new sales records. Test your knowledge of publishing industry disruptions!

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J.K. Rowling's 'Harry Potter and the Goblet of Fire' (2000)
Dan Brown's 'The Da Vinci Code' (2003)
Stephenie Meyer's 'Breaking Dawn' (2008)
George R.R. Martin's 'A Dance with Dragons' (2011)