A little WOM story to share with you... While checking out, (STID novelization) at the bookstore today, the cashier got very excited when she saw what I was purchasing; "That's supposed to be a really good movie!" she exclaimed in a volume which made everybody in line, including the other cashier look our way.
Not missing a beat I loudly agreed, "It is a good movie!" Then my cashier started swooning about Pine while the other cashier simultaneously bubbled about Cumberbatch! I was left trying to pay attention to both them at the same time.
A noise to my left, I turned in that direction to spot other ladies in line nodding and/or murmuring their agreement with the cashiers. STID fever had caught fire all around me.
STID is a hit with a long theatrical walk ahead.