the entire series utilises symbols common in alchemy, the Deathly Hallows completes this cycle, tying themes of death, rebirth, and the Resurrection Stone to the principal motif of alchemical allegory, and topics presented in the first book of the series. Release Marketing and promotion The launch was celebrated by an all-night book signing and reading at the Natural History Museum in London, which Rowling attended along with 1,700 guests chosen by ballot. Rowling toured the US in October 2007, where another event was held at Carnegie Hall in New York City with tickets allocated by sweepstake. Scholastic, the American publisher of the Harry Potter series, launched a multimillion-dollar "There will soon be 7" marketing campaign with a "Knight Bus" travelling to 40 libraries across the United States, online fan discussions and competitions, collectible bookmarks, tattoos, and the staged release of seven Deathly Hallows questions most debated by fans. In the build-up to the book's release, Scholastic released seven questions that fans would find answered in the final book: Who will live? Who will die? Is Snape good or evil? Will Hogwarts reopen? Who ends up with whom? Where are the Horcruxes? Will Voldemort be defeated? What are the Deathly Hallows? J. K. Rowling arranged with her publishers for a poster bearing the face of the missing British child Madeleine McCann to be made available to book sellers when Deathly Hallows was launched on 21 July 2007, and said that she hoped that the posters would be displayed prominently in shops all over the world. After it was announced that the novel would be released on 21 July 2007, Warner Bros. soon said that the film adaptation of Harry Potter and the Order of the Phoenix would come out shortly before the novel's release, on 13 July 2007, making many people proclaim that July 2007, was the month of Harry Potter. Spoiler embargo Bloomsbury invested £10 million in an attempt to keep the book's contents secure until 21 July, the release date. Arthur Levine, US editor of the Harry Potter series, denied distributing any copies of Deathly Hallows in advance for press review, but two US papers published early reviews anyway. There was speculation that some shops would break the embargo and distribute copies of the book early, as the penalty imposed for previous instalments—that the distributor would not be supplied with any further copies of the series—would no longer be