'Lost' prop becoming real mystery novel

ABC and its sister publishing label Hyperion Books will turn an imaginary product seen on "Lost" into a real one.

Producers of the castaway thriller will introduce a new storyline centering on the discovery of a book manuscript that will become the basis of a real-life novel that Hyperion will publish this spring, sources said.

The book will be promoted as the work of a fictitious author -- Gary Troup -- who is supposed to have delivered the manuscript to Hyperion days before perishing in the "Lost" plane crash.

According to production sources, the novel will be called "Bad Twin" and is a private-eye mystery about a wealthy heir's search for his evil sibling.

Plans for the convoluted cross-promotion were first reported last week by the Hollywood trade publication Daily Variety, then confirmed by spokeswomen for Hyperion and production studio Touchstone Television.

Variety said the "Lost" book tie-in may be the first to use imaginary TV events and characters as the basis for a real-life marketing campaign.

Hyperion said it has commissioned an established mystery writer to anonymously adapt the fictitious manuscript into a book that it hopes will automatically appeal to the show's loyal fans.

"Lost" currently ranks as the fourth most-watched show on U.S. television, averaging more than 20 million viewers a week.