Which publishing house pioneered the 'midnight launch party' strategy that became a cultural phenomenon with their fantasy series, creating a product launch template now used across the literary industry?

The publishing world is a fascinating blend of art and commerce. While authors create the content, successful books are ultimately products that require strategic launches to reach their audience. This trivia question explores a notable product launch strategy in the literary world that transformed how books reach readers and created a cultural phenomenon in the process.

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Bloomsbury Publishing with the Harry Potter series
Scholastic with The Hunger Games trilogy
Penguin Random House with the A Song of Ice and Fire series
HarperCollins with the Twilight saga