Whereas most art books are designed for niche markets and are, as I’ve said before, generally under priced, there are exceptions. Limited editions of sumptuously produced monographs of the work of artists who have international stature cater to collectors who will pay handsomely for them. But what happens when mass-market art uses the same niche-marketing strategy?

On today’s CBC’s radio program Q, hosted by Jian Ghomeshi, he’s interviewing the on-set still photographer Steve Schapiro about his new book of exclusive photos taken on the sets of the Godfather movies (1 and 2), which has been published in an edition of only 1000 copies, selling for a robust $700 each. If the book sells out, which it most assuredly will, that’s US$700,000. Now that’s ROI!

But it’s not like this exclusivity means limited access to the book. With that kind of money in hand, a mass market, softcover version is likely to follow in time. And, remarkably, Taschen has made the entire book available for browsing on its website.

The Godfather Family Album is published by Taschen. ISBN: 978-3-8228-3730-6 444 pages. Boxed.

No one begrudges Schapiro or Taschen for trading on the Godfather movies, its stars and cache as an icon of Americana. For Schapiro, who had a stellar career as a Life photographer, one can imagine the book generating welcome income from his career-long investment in still photography.

The book is well-reviewed here by the NYPost, which refers to Mario Puzo’s essay in the book which frankly discusses how he sold the film rights for only $12,500 because he was deep in debt at the time. Another sad story of exploitation perhaps, suggesting that artists need contracts that somehow build in some, even small, consideration for future profits. Then again, Puzo has contributed the essay and so has been included in some way in the substantial legacy he initiated.