Ah, So THIS Is What Pottermore.com Is

Today J.K. Rowling revealed the concept behind her mysterious Harry Potter-related website Pottermore.com which, contrary to desperate anticipation of a zillion readers worldwide, is not the announcement of another book. It is, in fact, a free website designed as an experiential addition to the books that will include around 18,000 new words related to the world of Harry, Ron, et al. Users will be sorted into one of the four Hogwarts ‘houses’ and have access to content exclusive to their house. Bags not Slytherin, amirite!

In the video below J.K. Rowling introduces the site, like the benevolent-genius-with-Oprah-money that she is.

The whole experience properly kicks off on 31 July.

Via Collider

**LG challenged Pedestrian.tv to run our entire site using just their new LG Optimus Black smart phones for one week and we accepted! From Monday the 20th to Friday the 24th of June 2011 we’re relocating the entire Pedestrian.tv office to Level 2 of Westfield Sydney to find out just how smart this phone really is… Head here for all the details.