[Barrin92]

it's the exact opposite of an original story. It's so successful because it is so strongly based on viral and meme-able internet content that is immediately recognizable to any person who spends time on the internet, it has its roots literally in creepypasta.

What A24 is doing with this movie is what the large studios have been doing, they're just doing it for a different audience. It's franchise driven content but simply 'gamer-coded' and sourced from Youtube or game-related media rather than from more traditional sources, mobilizing the gen-z fans of that content.