High Demand for Sarah J Maas's New Novel Sparks Ticket Rush for Launch Events

This event marked the launch of A Court of Splintered Harmony, the first installment of Maas's A Court of Thorns and Roses series in over five years. On the following Monday night, bookshops across the UK held celebrations, including The Spicy Librarian, which hosted the ball at Ragley Hall in Warwickshire, featuring riders costumed as “fae warriors” on horseback. Tickets were priced at £149, and the shop quickly scheduled a second sold-out event for the following evening, ordering around 750 copies to accommodate attendees and pre-orders.

The sixth book in the series, known as Acotar to fans, went on sale at 12:01 a.m. on Tuesday. The series has been commercially successful; the first book, a dark retelling of Beauty and the Beast published in 2015, has contributed to total sales of 13 million copies by 2021. Across her three fantasy series, Maas has sold over 75 million books in 40 languages.

At the event, books were handed out at midnight, prompting some attendees to dive into reading immediately. Maynard James noted that many fans stayed up late to finish the book quickly.

Maas is recognized as a leading figure in the romantasy genre, which blends fantasy and romance, a market that has expanded from online communities into a major publishing segment. Last year, the hardback novel Onyx Storm by fellow romantasy author Rebecca Yarros achieved the highest first-week sales for such a book in the UK since 2015. The genre's rise contributed to UK fiction revenue surpassing £1 billion for the first time in 2024.

Starlin Marot, owner of Bad Girl Books in Oxford—the UK's first romantasy-exclusive shop—highlighted the long anticipation for this release. Initially planning a brief midnight opening for a few readers, she was surprised by the large turnout. The event featured Acotar-themed treats and a cozy atmosphere.

In London, Main Character Books opted for a breakfast event for early customers collecting pre-orders rather than a midnight launch but still adjusted their stock rapidly in response to demand.

The latest book begins a four-part story, with A Court of Forgotten Melody scheduled for release on January 12. Maas's heroines resonate with readers, as they embody strength and self-prioritization rather than traditional damsel-in-distress roles.

Recent adaptations also add to the excitement, as Maas has reclaimed rights for a Hulu adaptation announced in 2021, aiming for a version that aligns with her vision and fan expectations.