I'm sure everyone here has at least heard of Stephenie Meyer's Twilight series of YA books about a girl with a sparkly-vampire boyfriend. The first book was made into a movie, which is coming out in December, and the fourth book, Breaking Dawn, just released with many midnight bookstore parties and a concert and cetera marketing stuff.
The problem is that now that the fans have actually had time to read the fourth book, a significant number of them aren't at all pleased with it. Some people were talking about having book-burning parties, but this thread on Amazon.com suggests returning it instead. And people are.
Not only are many of the fans in that particular thread saying they're going to return their copies, but J.L.J.M. said in this comment:
Just got back from Borders, where they took back my book with no problem. Got into a discussion with the cashier about how I was the 15th(!!!) person to bring my book back today. Seems like many customers felt that SM was not true to her characters and her self created Twilight world, and are calling foul.
And in a later message, Charie La Marr Longo said:
I agree totally. I saw about 20 returned copies at Target tonight. Returning them is the right thing to do. Burn them and she will still have the money. Don't let that happen.
That's a lot of returns, especially on the day after a book was released. Even if those particular data points are outliers, it still suggests a lot of these books are being returned, which is even more significant considering how rarely this happens in general. Julian Black, over in the Fandom_Wank thread says in a comment here:
I almost never saw books returned for being lousy while I worked in bookstores. Maybe twice. That one Borders already had 15 returns is mind-boggling to me.
Yeah. This is a pretty impressive show of consumer rebellion in the bookstore.
I've never read any of Ms. Meyer's books, so I don't have a personal stake in this. But it's interesting to see that there apparently is a point past which even the most rabid reader fanbase cannot be pushed.
I don't think this is going to become at all common, but if this does hit the news (and I think it will) it's something other rabid fans are going to remember, next time their favorite author launches a much-hyped and marketed book which they think is a dud.
[ETA: comments closed because of spam.]