To be honest I don't think this is SK or the book's magic. Sure the book is really popular and probably had some influence but this number is way beyond that. It is a phenomenon that couldn't have been predicted, think in recent years, Stranger Things of movies. It has a relatively unknown crew(directors etc.), unknown cast and low budget but it just hits all the right notes with the audience to the point where everyone's gotta go check this out just to see what the buzz is about.