'Encanto' is thriving on TikTok weeks after its theatrical release. Here's why.

When she begins having visions of the family’s sentient home, casita, cracking and the magic fading, she takes it upon herself to save her family and their magic.The film, which has generated a strong box office performance since its Nov. 24 release, is now getting even more buzz thanks to TikTok, where the hashtag #Encanto has been viewed more than 7.4 billion times.Weeks after the movie's release, users are creating character cosplays and dances to catchy musical numbers, including TikTok favorite “We Don’t Talk About Bruno.” Many have also dissected the deeper meaning of the film’s plot, drawing parallels between their own lives and the family’s struggles."For me it's so exciting to watch," screenwriter and director Jared Bush said."I'm constantly surprised by a song I've known for two years," Bush said of TikTok users' interpretation of the music.TikTok users who spoke to NBC News about their “Encanto” videos said the film has helped showcase how intergenerational trauma affects Latino and Hispanic families.Intergenerational trauma is the “transmission (or sending down to younger generations) of the oppressive or traumatic effects of a historical event,” according to Duke University. They noted that their own family’s trauma stems from fleeing Mexico.In “Encanto,” the range of characters — from light-skinned Latinos with red hair to Afro Latinos with Black skin to characters with round faces to characters with angular noses — marks the first time many young people have seen themselves in an animated film.“The movie shows how beautiful all of these people are, how diverse the family is,” Rodriguez said.In Mirabel’s round face, curly dark hair and soft freckles, Rodriguez saw their own face looking back at them.“I had never seen a character that looked so much like me on the big screen, especially in animation, especially a main character,” they said, adding that they are working on a full Mirabel costume.The film’s music also brings a layer of relatability.