I have a cynical answer that I do not think is incorrect: A worldwide marketing campaign designed to turn them into a cultural moment (“Kids love reading again!”), followed by a multi-billion dollar movie franchise. See also Twilight.
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Yeah, that might well be the case for US but think more viral in UK at least to begin with. The later books were crazy marketing though. Think book 3 Prisoner of Azkaban when it all kicked off
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