The frenzy around Sally Rooney's fourth novel, Intermezzo, was largely driven by strategic social media reveals by her publishers, igniting excitement across platforms like Instagram and TikTok.
The advanced reader copies of Intermezzo were uniquely named and numbered, turning them into coveted status symbols within the bookish community, vastly increasing their allure and desirability.
As influencers and celebrities, including Sarah Jessica Parker, began to showcase their ARCs, the excitement for Rooney's upcoming release became palpable, reminiscent of a cultural phenomenon.
Readers expressed their enthusiasm for Intermezzo through humorous and slightly self-deprecating posts, indicating their anticipation for the existential themes and heartbreaks typically woven into Rooney's narratives.
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