The Fault in Our Stars has become an unlikely internet sensation.
The trailer for the film, which follows two teenage cancer patients, has become the most liked movie trailer on YouTube. Ever.
After racking up over 273,000 likes since it was released online in January, the two and a half minute teaser has knocked the trailer for One Direction: This Is Us off the top spot. And those former X-Factor boys, with their army of fervent fans, carry a lot of clout when it comes to the internet.
The popularity of The Fault in Our Stars, which is adapted from John Green's novel of the same name, is poised to soar even higher this summer when the flick, starring Shailene Woodley and Ansel Elgort, hits cinemas.
But it's only natural to ponder why Green's tale of teenage struggle has so captured people's imaginations.
Since its release in January 2012, the novel has been named TIME magazine's top fiction book of the year as well as New York Times and Wall Street Journal's number one bestseller - and the tale was quickly optioned for adaptation. But it's something of an unusual topic for a summer blockbuster (the film hits UK cinemas 19 June).
Green's is a dark and sometimes upsetting tale, following witty and wry Hazel (Woodley), a girl who is living with terminal cancer, as she strikes up a friendship with Augustus (Elgort), a boy in remission who she meets at a cancer support group.
It deals with disease and death and asks questions about life after loss and the legacy we leave behind. And its focus is on the underdogs rather than those who sail through life with ease.
It's a million miles away from One Direction's soapy documentary about their new found fame and celebrity. But perhaps this shows that maybe people want to be made to feel, and think, just a little bit more than they want to see Harry Styles flick his fringe.
Watch the trailer for yourself (and like it, if you fancy...):