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we could not end the weekend without talking about the smash hit encanto. box office buzz is one thing. the way this film has taken off on social media another. post after post showing how many people see themselves in the film s diverse character lineup. kids so pumped they re posting pictures of the characters they most look like. the movie also taking off for the message it holds centered around a magical colombian family whose powers are threatened, forcing them to contend with generational trauma. nbc news internet culture reporter helena rosenblatt has been reporting on this and joins us now. i have been trying to find a way to talk about this movie so thank you for giving me an in. the #encanto has been viewed more than 7 billion times on tiktok. you ve talked to tiktokers who use the hashtag. how did the film end up finding a whole new life on tiktok so quickly? well, i think it s really easy to see why this is so popular.

Character lineupBox office buzzSocial media anotherGenerational traumaNbc newsReporter helena rosenblattInternet culture7 billion