In the dark of night, long after the witching hour has struck, hundreds of figures clad in cloaks are set to glide through the city. Guided by the light of a desert moon they will congregate at a small handful of shops.
It's a scene that could have been written by J.K. Rowling herself – but for Dubai's Harry Potter fanatics the fantasy they have been waiting for is all set to become a reality. P-Day is on Saturday, July 21. For anybody that hasn't heard it yet that means the seventh, and final, Harry Potter novel is almost here.
And businesses in Dubai are cashing in.
Bookshops are going head-to-head in an attempt to attract fans, young and old, of the wizard's adventures.
With some stores opening at 3am to start selling the book (a worldwide embargo and a huge security operation mean it will not be available before then) there is competition to attract readers.
Magrudy's is hosting a party at the Ibn Battuta shopping mall. There will be magicians and activities for Potterphiles. There will be goodie bags for anybody buying the book and the store expects to be busy.
A spokesperson for the store said the final book has attracted immense attention and they expect crowds to be much larger than in the previous years.
Even non-Harry Potter fans will be indoctrinated into the worldwide obsession. Anybody who spends more than Dh200 on a single visit to any Magrudy bookstore will be given a copy.
Jashanmal bookstore is also giving fans plenty of bang for their book.
Nusrat Ebrahim, manager of retail, marketing and development of Jashanmal National Company, said: "Jashanmal has taken the launch of the last book to a new level this year with a lot of activities planned. We want the finale of the Harry Potter series to end with a bang."
Customers at this store will receive a free stationery set and have the choice of a gift with the book. Either a Harry Potter poster or fantasy book Alchemists of Barbal by David Clement Davies. Relentless fans waiting in queues will be offered complimentary Caribou Coffee and can mingle with a professional Harry Potter lookalike.
It's not just bookstores either. Jumeirah Beach Hotel is joining in the festivities. A wizard breakfast has been arranged at Latitude on July 21 from 5am till 8am. For Dh295 families of four will be served breakfast, experience magic and receive a copy of the book. There is a set witches and wizards dress code for all guests.
GET THE BOOK
Booksplus
The Town Centre store will open at 3am on July 21. According to their PR company, the book will retail at Dh99 but staff members said this could not be verified until the day of the launch. To pre-order, a Dh50 deposit is needed along with your name and contact number. The advantage of this is not only are you guaranteed a book, but you will receive a 10 per cent discount on it. The store will also have prizes for the first 10-15 customers.
Borders
The store in the Mall of the Emirates will open its doors at 3am and remain open until the mall closes. To order a copy of the book call and leave your name and number and they will gift you a stuffed owl, just like the one Harry himself has.
Jashanmal
Anyone who orders a book from this store will be able to choose to receive either a Harry Potter poster or a science fiction book. A Dh20 deposit is needed to reserve the book along with your name and telephone number. The branch at the Mall of the Emirates will be open from 2am where a Harry Potter lookalike will be there to entertain the crowds and pose for photos.
Magrudy's
Only the Deira City Centre, Jumeirah and Ibn Battuta branches of the store will open at 3am to provide Potter fans with the final instalment in the series. To pre-order, Dh25 must be paid.
It will be deducted from the eventual price of the book, which is yet to be disclosed. Orders can be placed until July 20.
TOP SECRET
With the release of the final instalment of the Potter series looming, strict security operations have come into effect.
The trucks Bloomsbury, the publishing house, will use are fitted with satellite tracking systems costing up to £1,000 (Dh7,300) each, which will reveal whether any of the vehicles deviate from their route.
The books are in sealed pallets fitted with alarms to prevent tampering.
All retailers have had to sign a legal embargo preventing them from divulging any of the book's content or selling copies before the release time.
A spokesman for Borders, the bookshop chain, said the ban means "we can't even line the shelves before then". Agencies
