So, yes, Pocket could have seen "ripples," bookstores could "increase the presence." It's not outside the realm of possibility that these things could have happened.
The fact is, Ian, they didn't.
I don't know where the ball was dropped. Was it the bookstores? Was it Pocket? I don't know. But dropped it was.
The fact that the novelization is doing so well is a cause of cheer. The fact that Pocket has little on the shelves to take advantage of that is a cause for alarm.
There are several factors at work here.
One is the fact that that extra five months was
utterly meaningless, for several reasons. Publishing doesn't function well on a rush schedule, and it functions even less well on a rush schedule when half the editorial team is laid off without warning.
Doing books that tie into a movie also requires access to the filming of the movie. Said access was
heavily restricted, which I suspect (though I'm not 100% sure of this) curtailed a lot of the possibilities. Hell, Alan Dean Foster wasn't even formally
hired to write the novelization until February, and that
wasn't because anybody at Pocket dragged their feet.
Another factor is that bookstores are hurting
badly right now. They're not ordering more of anything.
Yet another factor, which probably factored into Pocket's thinking on this:
until the end of May 2009, nobody knew if this movie was going to be a hit. An example I love to give is the 1992 release of
A Perfect World. It was directed by and starred Clint Eastwood fresh off
Unforgiven and also starred Kevin Costner fresh off
Dances with Wolves. There weren't two more hot or bankable actors drawing breath that year -- and the movie totally flopped.
Pocket already has a successful
Star Trek publishing program that has continued to thrive with no new
Star Trek on the air since 2004 and no
Star Trek that could be considered seriously popular since the turn of the century.
A cautious approach (coupled with a company-mandated layoff of the editor responsible for 60% of the
Trek output) was probably deemed wiser, especially in the shite economy. If JJTrek proved successful, then they could put together books that would take advantage -- not while the iron was hot, true, but it also meant that they didn't risk putting out a ton of books that nobody wanted because the movie was a total flop, which was a
legitimate concern (as all the people who published
Watchmen tie-ins are discovering to their regret).